技术创新对传统民族中心主义的规避机制研究

摘要/Abstract

摘要： 民族中心主义作为短期内不易被影响和改变、近乎客观存在的消费者意志，规避或削弱其对隐性资产累积的消极影响具有重要的战略作用和现实意义。本文通过来自54个国家海外消费者的问卷调查研究发现：国家认同与隐性资产累积具有显著的正相关关系；技术创新和产品的海外形象在国家认同和隐性资产的关系中起到中介效应作用；同时，产品海外形象和技术创新在累积隐性资产的重要程度上存在显著差别；进一步研究显示，民族中心主义直接调节了国家认同与隐性资产之间的关系，对隐性资产具有重大的消极影响；而其不能对国家认同与产品海外形象，以及国家认同与技术创新之间的关系产生直接作用，即通过二者转化形成的隐性资产不受民族中心主义的制约和限制。因此，如果给予消费者充分的关于二者的信息，可以削弱或规避民族中心主义对隐性资产的消极影响作用。

关键词: 民族中心主义, 隐性资产, 国家认同, 技术创新, 产品海外形象

Abstract: A key negative effect of ethnocentrism on enterprises is that it may impair their intangible equity. This study examines the influence of national identity on intangible equity under different consumer ethnocentrism scenarios. We find that consumer-based equity of an intangible is significantly associated with the national identity of origin of the products. In addition, product national identity and tech-based innovation by foreign consumer partially mediates the relationships between national identity and intangible equity. Furthermore, ethnocentrism moderates the strength of the direct relationships between national identity and intangible equity, and it does not moderate the strength of the relationships between national identity and intangible equity via product national identity and tech-based innovation. Our survey to 54 countries and 3,601 foreign consumers illustrates a direct and important strategic and practical significance for managers to implement the intangible strategy of internationalization.

Key words: ethnocentrism, intangible equity, national identity, tech-based innovation, product image overseas

张思雪, 林汉川, 唐方成, 吕营. 技术创新对传统民族中心主义的规避机制研究[J]. 管理评论, 2022, 34(1): 106-117.

Zhang Sixue, Lin Hanchuan, Tang Fangcheng, Lv Ying. An Exploration on How Tech-based Innovation could Play Its Role in Guarding against the Undesired Outcome of Ethnocentrism[J]. Management Review, 2022, 34(1): 106-117.

参考文献

[1] Martin I. M., Eroglu S. Measuring a Multi-Dimensional Construct:Country Image[J]. Journal of Business Research, 1993,28(3):191-210
[2] Pappu R., Quester P. G., Cooksey R. W. Country Image and Consumer-Based Brand Equity:Relationships and Implications for International Marketing[J]. Journal of International Business Studies, 2007,31(2):726-745
[3] Fischer P. M., Zeugner-Roth K. P. Disentangling Country-of-Origin Effects:The Interplay of Product Ethnicity, National Identity, and Consumer Ethnocentrism[J]. Marketing Letters, 2017,28(2):189-204
[4] El Banna A., Papadopoulos N., Murphy S. A., et al. Ethnic Identity, Consumer Ethnocentrism, and Purchase Intentions among Bi-Cultural Ethnic Consumers:"Divided Loyalties" or "Dual Allegiance"?[J]. Journal of Business Research, 2018,82:310-319
[5] Mostafa R. H. The Impact of Country of Origin and Country of Manufacture of a Brand on Overall Brand Equity[J]. International Journal of Marketing Studies, 2015,7(2):70-83
[6] Han C. M., Guo C. How Consumer Ethnocentrism (CET), Ethnocentric Marketing, and Consumer Individualism Affect Ethnocentric Behavior in China[J]. Journal of Global Marketing, 2018,31(5):1-15
[7] Nagashima A. A Comparative "Made in" Product Image Survey among Japanese Businessmen[J]. Journal of Marketing, 1977,41(3):95-100
[8] Aaker D. A. Managing Brand Equity:Capitalizing on the Value of a Brand Name[M]. New York:The Free Press, 1991
[9] Keller K. L. Conceptualizing, Measuring, and Managing Customer-Based Brand Equity[J]. The Journal of Marketing, 1993,57(1):1-22
[10] Spielmann N., Maguire J. S., Charters S. Product Patriotism:How Consumption Practices Make and Maintain National Identity[J]. Journal of Business Research, 2020,121:389-399
[11] Avellaneda C. N. Government Performance and Chief Executives'Intangible Assets:Motives, Networking, and/or Capacity?[J]. Public Management Review, 2016,18(6):918-947
[12] Levendusky M. S. Americans, Not Partisans:Can Priming American National Identity Reduce Affective Polarization?[J]. The Journal of Politics, 2018,80(1):59-70
[13] Shahin A., Kazemi A., Mahyari H. K. How Consumer's Perception of Country of Origin Affects Brand Equity:A Case Study in Iran[J]. Middle-East Journal of Scientific Research, 2012,12(6):878-885
[14] Forés B., Camisón C. Does Incremental and Radical Innovation Performance Depend on Different Types of Knowledge Accumulation Capabilities and Organizational Size?[J]. Journal of Business Research, 2016,69(2):831-848
[15] 梁海山,魏江,万新明. 企业技术创新能力体系变迁及其绩效影响机制——海尔开放式创新新范式[J]. 管理评论, 2018,30(7):281-291
[16] 魏龙,党兴华,成泷. 不确定性双元对技术创新网络脆弱性的影响:网络惯例的中介作用[J]. 管理评论, 2018,30(7):64-76
[17] Naman J. L., Slevin D. P. Entrepreneurship and the Concept of Fit:A Model and Empirical Tests[J]. Strategic Management Journal, 1993,14(2):137-153
[18] Saunders A., Brynjolfsson E. Valuing Information Technology Related Intangible Assets[J]. Mis Quarterly, 2016,40(1):83-110
[19] 孙冰,田胜男,姚洪涛. 创新网络的小世界效应如何影响突围性技术扩散——基于转换成本的调节作用[J]. 管理评论, 2018,30(3):72-81
[20] Ittersum K. V., Candel M. J. J. M., Meulenberg M. T. G. The Influence of the Image of a Product's Region of Origin on Product Evaluation[J]. Journal of Business Research, 2003,56(3):215-226
[21] Andonova V., Ruíz-Pava G. The Role of Industry Factors and Intangible Assets in Company Performance in Colombia[J]. Journal of Business Research, 2016,69(10):4377-4384
[22] Kim J. H., Yong J. H. A Model to Investigate the Influence of Marketing-Mix Efforts and Corporate Image on Brand Equity in the IT Software Sector[J]. Industrial Marketing Management, 2011,40(3):424-438
[23] Yoo B., Donthu N. Testing Cross-Cultural Invariance of the Brand Equity Creation Process[J]. Journal of Product & Brand Management, 2002,11(6):380-398
[24] Ali F., Kim W. G., Ryu K. The Effect of Physical Environment on Passenger Delight and Satisfaction:Moderating Effect of National Identity[J]. Tourism Management, 2016,57:213-224
[25] Sumner W. G. Folkways:A Study of the Sociological Importance of Usages, Manners, Customs, Mores, and Morals[M]. New York:Ginn Custom Publishing, 1906
[26] Shimp T. A., Sharma S. Consumer Ethnocentrism:Construction and Validation of the CETSCALE[J]. Journal of Marketing Research, 1987,24(3):280-289
[27] 王海忠,于春玲,赵平. 消费者民族中心主义的两面性及其市场战略意义[J]. 管理世界, 2005,(2):96-107
[28] Chryssochoidis G., Krystallis A., Perreas P. Ethnocentric Beliefs and Country-of-Origin (COO) Effect:Impact of Country, Product and Product Attributes on Greek Consumers' Evaluation of Food Products[J]. European Journal of Marketing, 2007,41(11/12):1518-1544
[29] Bellezza S., Keinan A. Brand Tourists:How Non——Core Users Enhance the Brand Image by Eliciting Pride[J]. Journal of Consumer Research, 2014,41(2):397-417
[30] Zeugner-Roth K. P., žabkar V. Bridging the Gap between Country and Destination Image:Assessing Common Facets and Their Predictive Validity[J]. Journal of Business Research, 2015,68(9):1844-1853
[31] Jin Z., Lynch R., Attia S., et al. The Relationship between Consumer Ethnocentrism, Cosmopolitanism and Product Country Image among Younger Generation Consumers:The Moderating Role of Country Development Status[J]. International Business Review, 2015,24(3):380-393
[32] Sharma P. Consumer Ethnocentrism:Reconceptualization and Cross-Cultural Validation[J]. Journal of International Business Studies, 2015,46(3):381-389
[33] Siamagka N. T., Balabanis G. Revisiting Consumer Ethnocentrism:Review, Reconceptualization, and Empirical Testing[J]. Journal of International Marketing, 2015,23:66-86
[34] Tajfel H. Social Identity and Intergroup Relations[M]. Cambridge:Cambridge University Press, 2010
[35] Bollen K. A. Structural Equations with Latent Variables[M]. New York:Wiley-Interscience, 1989
[36] Zhou K. Z., Yim C. K., Tse D. K. The Effects of Strategic Orientations on Technology- and Market-Based Breakthrough Innovations[J]. Journal of Marketing, 2005,69(2):42-60
[37] Fornell C., Larcker D. F. Evaluating Structural Equation Models with Unobservable Variables and Measurement Error[J]. Journal of Marketing Research, 1981,18(1):39-50
[38] Baron R. M., Kenny D. A. The Moderator-Mediator Variable Distinction in Social Psychological Research:Conceptual, Strategic, and Statistical Considerations[J]. Journal of Personality and Social Psychology, 1986,51(6):1173-1182
[39] Sobel M. E. Asymptotic Confidence Intervals for Indirect Effects in Structural Equation Models[J]. Sociological Methodology, 1982,13:290-312
[40] Bollen K. A., Stine R. Direct and Indirect Effects:Classical and Bootstrap Estimates of Variability[J]. Sociological Methodology, 1990,20:115-140
[41] Hayes A. F. Beyond Baron and Kenny:Statistical Mediation Analysis in the New Millennium[J]. Communication Monographs, 2009,76(4):408-420
[42] Williams J., Mackinnon D. P. Resampling and Distribution of the Product Methods for Testing Indirect Effects in Complex Models[J]. Structural Equation Modeling, 2008,15(1):23-51
[43] Preacher K. J., Hayes A. F. A Symptotic and Resampling Strategies for Assessing and Comparing Indirect Effects in Multiple Mediator Models[J]. Behavior Research Methods, 2008,40(3):879-891
[44] Mackinnon D. P., Lockwood C. M., Williams J. Confidence Limits for the Indirect Effect:Distribution of the Product and Resampling Methods[J]. Multivariate Behavioral Research, 2004,39(1):99-128
[45] Hayes A. F. Introduction to Mediation, Moderation, and Conditional Process Analysis:A Regression-Based Approach[M]. London:Guilford Press, 2013
[46] Cohen J., Cohen P., West S. G., et al. Applied Multiple Regression/Correlation Analysis for the Behavioral Sciences[M]. New Jersey:Lawrence Erlbaum Associates, 2003