基于IAT的中国80后和90后原产国刻板印象研究

摘要/Abstract

摘要：

通过研究中国80后和90后消费者对于国产和进口产品的内隐态度以证实"国产不如进口"的刻板印象随着消费者的年轻化而逐渐减弱。研究分为三个实验进行，均采用内隐联想测试（IAT），其中80后和90后被试皆涵盖了在校学生和在职人员两个群体。实验一探究了两代消费者对于进口产品和国产产品的内隐态度，结果发现80后消费者认为进口产品无论从整体上还是在形象、功能方面都优于国产产品，但是90后消费者则认为两者之间没有显著差异。研究二进一步探究了两代消费者对于国产汽车/进口汽车以及国产手机/进口手机的内隐态度。结果发现，无论是在汽车还是手机产品类别上，80后消费者都持有"进口优于国产"刻板印象，90后消费者则没有此一信念。实验三探究了两代消费者对于特定国别（德国和中国）产品的内隐态度，结果发现，相比90后消费者，80后消费者更加偏好德国的产品/汽车。首先，与之前的研究不同，本研究消除了原产国刻板印象与品牌的混合影响；其次，从功能、形象和总体态度3个方面测量消费者的内隐态度；最后试图从生命历程理论对两代人在国产与进口产品的态度差异做出解释。

关键词: 原产国刻板印象, 代际差异, 国产与进口产品, 内隐态度测试, 生命历程理论

Abstract:

With the extensive globalization, the effect of country-of-origin (COO) is continuously questioned by many scholars and whether the young generation still holds the COO stereotype becomes the key dispute. Some scholars have proved the downward trends in developed countries, but few evidences have been found in developing countries like China. This paper uses implicit association testing (IAT) to investigate if Chinese post-80s and post-90s differ in their attitudes towards domestic and imported products both in terms of product function and product image. The results of the three studies show that Chinese post-80s still hold strong country-of-origin stereotype that imported product is better than domestic products either in general product sense, in specific product category or considering the specific country, while post-90s Chinese do not follow the suit. The results are explained from the life course perspective. It is highly recommended marketers should consider the different attitudes of Chinese post-80s and Chinese post-90s towards imported and domestic products to better communicate the "imported touch" of the products. The results, however, should be replicated in other product categories and the products originating from other specific countries.

Key words: country-of-origin stereotype, intergenerational difference, domestic and imported products, implicit association testing, life-course model

李杨, 符国群. 基于IAT的中国80后和90后原产国刻板印象研究[J]. , 2018, 30(8): 138-152.

Li Yang, Fu Guoqun. An IAT-based Study of Country-of-Origin Stereotype among Chinese Post-80's and Post-90's Generations[J]. , 2018, 30(8): 138-152.

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