北京奥运会对中国消费者国货意识的影响 |
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引用本文: | 王鹏,庄贵军.北京奥运会对中国消费者国货意识的影响[J].软科学,2010,24(4):130-134,140. |
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作者姓名: | 王鹏 庄贵军 |
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作者单位: | 1. 西安交通大学,管理学院,西安,710049;西安体育学院,西安,710068 2. 西安交通大学,管理学院,西安,710049 |
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基金项目: | 国家自然科学基金优秀创新群体资助项目 |
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摘 要: | 以消费者民族中心主义的相关研究为理论基础,将北京奥运会这一重大事件作为前因变量,采用"模拟的前后测设计"进行实验,检验了成功举办北京奥运会对中国消费者国货意识的影响。分析结果显示:北京奥运会只对中国消费者基于自豪感的国货意识有显著且正向的影响,对中国消费者基于危机感的国货意识的影响不显著。最后讨论了研究结果,指出了其理论贡献、实际应用、存在的局限性以及今后的研究方向。
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关 键 词: | 国货意识 北京奥运会 消费者行为 实验 |
The Impact of Beijing Olympic Games on National-brand Consciousness of Chinese Consumers |
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Abstract: | Based on the relevant research on consumer ethnocentrism,taking Beijing Olympic Games as the antecedent,this paper investigates the impact of the success of Beijing Olympic Games on Chinese consumers' national-brand consciousness by conducting an experiment of pre and post simulation test.The results show that the success of Beijing Olympic Games has a significant and positive effect on Chinese consumers' national-brand consciousness of proud but has an insignificant effect on their consciousness of crisis.Discussing the research findings,the paper indicates theoretical contribution,practical implication,limitation,and the direction for future studies. |
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Keywords: | national-brand consciousness Beijing Olympic Games consumer behavior experiment |
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