The Effects of Perceived Brand Globalness and Perceived Brand Localness on Chinese Consumer Purchase Intention: The Moderating Role of Consumer Ethnocentrism

국문 초록 (Abstract)

본 눈문은 지각된 브랜드 글로벌성과 지역성이 중국 소비자들의 구매 의향 에 대해서 알아보았다. PBG, PBL와 구매의도의 관계를 브랜드 정체성 표현(BIE)과 브랜드 명성(PBP)의 매개효과를 통해 분석하는 데 있다. 또한 소비자의 자민족중심성향 이 조절속 에서 지각된 브랜드 글로벌성(PBG), 지각된 브랜드 지역성(PBL)과 브랜드 정체성 표현 (BIE) 및 인지 된 브랜드 명성 (PBP)에 미치는 조절 효과를 바탕으로 연구하였다. 분석 결과는 지각하는 브랜드 글로벌성과 지역성이 브랜드 정체성 표현 및 인지 된 브랜드 명성에 대해 긍정적인 영향을 미치는 것으로 밝혀졌다. 브랜드 정체성 표현 및 인지 된 브랜드 명성은 구매 의도에 긍정적 인 영향을 미칩니다. 자민족 중심이 높은 소비자들은 브랜드 정체성 표현의 유추와 PBG와 관련하여 인지 된 브랜드 명성이 상대적으로 약하기 때문에 외국 상품 구매 경향이 적습니다. 반대로, 민족 중심이 높은 소비자들은 지역 상품을 구매하는 경향이 더 큽니다.

다국어 초록 (Multilingual Abstract)

The purpose of this article is to study the effect of perceived brand globalness (PBG) and perceived brand localness (PBL) on Chinese consumers purchase intention (PI) and the mediating role of brand identity expression (BIE) and perceived brand prestige (PBP). This article also studies the moderating role of consumer ethnocentrism in the relationship between PBG, PBL, and BIE, PBP. The results indicated that PBG, PBL positively impacts consumers’ perception of brand identity expressiveness. Brand identity expressiveness and perceived brand prestige have a positive direct impact on purchase intention. high ethnocentric consumers are less inclined to purchase foreign goods because their inference of brand identity expressiveness, and perceived brand prestige associated with PBG is relatively weak. On the contrary, high ethnocentric consumers are more inclined to purchase local goods. this is consistent with the knowledge that a local brand that is successful abroad inspires pride and is respected by local consumers.

목차 (Table of Contents)

• Ⅰ. Introduction Ⅱ. Literature Review Ⅲ. Model and Hypotheses Ⅳ. Research Methodology Ⅴ. Empirical Test Results Ⅵ. Conclusion and Implications References

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