支持国内产品的购买行为研究：西巴尔干地区为例[阳民国际营销前沿理论解读]
Purchase behavior in favor of domestic products in the West Balkans
Tanja Dmitrovic, Irena Vida, James Reardon
University of Ljubljana, Faculty of Economics, Department of Marketing, Kardeljeva plosˇcˇad 17, 1000 Ljubljana, Slovenia
University of Northern Colorado, Greeley, CO 80639, USA
ABSTRACT
Despite the long tradition of research on country-of-origin and consumer ethnocentrism, many of the issues remain unresolved in the literature, most notably the relationship between cognitive, affective and normative mechanisms in consumer choice behavior, and generalizability of existing research findings to non-traditional emerging and/or small country markets. This study responds to the current gaps in knowledge in that it examines behavioral manifestations of consumers’ choice of domestic vs. foreign products in four transitioning post-war markets in the West Balkans. Data were collected via personal interviews with 1954 adult urban consumers. The model of domestic purchase behavior was tested using SEM analysis. The results for all four country samples indicate that consumer ethnocentrism has affected domestic purchase behavior both directly and indirectly through domestic product appraisal. Moreover, we found consumer worldliness, a controversial construct in previous studies, to be uniformly negatively related to ethnocentrism. On the other hand, the findings related to the role of national identification as an antecedent to consumer ethnocentrism and domestic product appraisal were inconsistent across the samples. The implications of these findings for the validity and generalizability of existing models of consumer behavior in a new cultural context are considered, and implications for marketers interested in exploiting opportunities in the region are discussed.
摘要：
尽管对来源国和消费者民族优越感的研究历史悠久，但是，诸多的问题仍未得到解决，最显著的问题是，消费者选择行为的认知机制、情感机制和规范机制之间的关系，以及非传统的新兴和/或小国家市场存在的普遍性研究。本文研究了当前的知识水平的差异，因为它检视了战后西巴尔干地区的四个经济转型国家的消费者选择国内产品或者国外产品的行为倾向。通过对1954年出生后的城市成年消费者的个人访谈而收集数据。采用SEM分析技术检验了国内购买行为模型。所有四个国家的样本数据的研究结果表明，通过国内产品评估模型消费者民族优越感已经直接和间接阵地影响到国内购买行为。另外，我们也发现，在先前研究的一个有争议的普世的构建消费者与民族优越感呈现一致的显著的负相关关系。另一方面，作为一种先于民族优越感的国家认同所起的作用的研究结果和国内产品评估结果具有不一致性。我们还研究了这些结果对于新的文化背景的消费者行为模型的有效性和普遍性的隐含意义，最后，我们讨论了对这些市场感兴趣的开拓者的许多商业机会。

Keywords:
Consumer ethnocentrism
Domestic purchase behavior
Domestic product appraisal
National identification
Transitional economies
Worldliness
West Balkans
关键词：消费者民族优越感；国内消费行为；国内产品评估模型；民族认同感；转型经济；普世的；西巴尔干地区
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