中国人国货意识形成机理_基于国家品牌社群视角.pdfVIP

中国人国货意识的形成机理:基于国家品牌社群视角 中国人国货意识的形成机理: 基于国家品牌社群视角 1, 2 1 1 周志民 , 贺和平 , 刘雁妮 ( 1. 深圳大学 管理学院, 广东深圳 518060; 2. 香港城市大学 商学院, 中国香港 ) : 国货意识可视为 个国家品牌的社群成员出于对 自己国家社群的责任感, 而对本国品牌产生的偏向意 识借鉴集体自尊社会认同爱国主义等社会心理学理论提出假设模型,之后使用结构方程模型方法进行实证 检验结果发现: 国货意识是在民族经济忧患意识国民爱国情感和国民社群身份认同的影响下形成的; 民族经 济忧患意识受到国家集体自尊影响; 国民爱国情感受到国民社群身份认同的影响; 国民社群身份认同在国家集 体自尊影响下得以强化 : 品牌; 国货意识; 品牌社群; 形成机理 : F713. 55 : A : 1002- 9753(2010) 05- 0045- 12 The Form ation M echanism of ChineseNational- brand Consciousness: Perspective of National Brand Comm unity 1, 2 1 1 ZHOU Zhi- m in , HE H e- ping , IU Yan- ni ( 1. Colleg e of M anag em en,t Shenzhen Un iv ersity, Shenzhen 518060, Ch ina; 2. School of B usiness, C ity Un iv ersity of H ong K ong, H ong K ong, Ch ina) Abstract: National- brand consciousness can be regarded as a national community m em bers b ias tow ard a national brand out of his or her responsibility on national commun ity. Accord ing to th is assum ption, the authors pu t forw ard sever al hypotheses based on som e theories of Social Psychology, such as collective self- esteem, social identity and patriot ism. A fterw ards, the em pirical approach of structural equation m odeling ( SEM ) is adopted to test these hypotheses. The research findings are: ( 1) national- brand consciousness is influenced by anxiety consciousness of national economy, patriotic em otion and national community identification; ( 2) anxiety consciousness of national economy is influenced by national collective self- esteem; ( 3) national emotion is influenced by national collective self- esteem;