管理评论

管理评论 ›› 2025, Vol. 37 ›› Issue (6): 128-140.

• 市场营销 • 上一篇    

品牌沟通中的“诚意”——消费者诚意感知的理论构建及量表开发

阳司骁1, 宋琨1,2, 鲁成1,2   

  1. 1. 东华大学服装与艺术设计学院, 上海 200051;
    2. 东华大学现代服装设计与技术教育部重点实验室, 上海 200051
  • 收稿日期:2023-08-03 发布日期:2025-07-10
  • 作者简介:阳司骁，东华大学服装与艺术设计学院硕士研究生；宋琨（通讯作者），东华大学服装与艺术设计学院副教授，硕士生导师，博士；鲁成，东华大学服装与艺术设计学院副教授，硕士生导师，博士。
  • 基金资助:
    中央高校基本科研业务费专项基金（2232020G-08）。

“Chengyi” in Brand Communications—Theoretical Construction and Scale Development of Consumers’ Perceived Sincerity

Yang Sixiao1, Song Kun1,2, Lu Cheng1,2   

  1. 1. College of Fashion and Design, Donghua University, Shanghai 200051;
    2. Key Laboratory of Clothing Design & Technology, Ministry of Education, Donghua University, Shanghai 200051
  • Received:2023-08-03 Published:2025-07-10

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摘要： 随着中国消费者越发重视品牌沟通中的体验，“诚意”一词频繁地出现在消费者评价当中。国际品牌在中国市场的营销沟通尤其容易引发诚意问题。虽然“诚意”长久以来被品牌认为是一个关键性概念，但其在东方话语体系中含义丰富，营销管理领域缺少从中国文化根源给予深入的解释和应用。本研究就此提出消费者诚意感知（consumers’ perceived sincerity）在品牌沟通中的意义。基于对儒家文献的回顾，对此构念进行定义。结合访谈和问卷调查，开发消费者诚意感知量表，确定其四维度结构。经检验量表表现出良好的信效度，并通过理论分析和实证研究将其与相似构念进行区分。研究为进一步探究消费者诚意感知提供了测量手段，并为品牌分析和管理营销沟通提供了新的角度和框架。

关键词: 消费者诚意感知, 儒家文化, 品牌沟通, 跨文化营销, 量表开发

Abstract: As Chinese consumers pay more attention to the experience in brand communications, the word “Chengyi” frequently appears in consumer reviews. The marketing communication of international brands in the Chinese market is especially easy to trigger the problem of “Chengyi”. Although “Chengyi” has long been regarded as a key concept by brands, it is rich in meaning in the Eastern discourse system, and the field of marketing management lacks in-depth explanation and application of “Chengyi” from Chinese cultural roots. This study proposes the significance of Consumers’ Perceived Sincerity in brand communication. Based on the review of Confucian literature, this construct is defined formally. Using interviews and questionnaire surveys, this study develops the Consumers’ Perceived Sincerity Scale and determines its four-dimension structure. The reliability and validity of the scale are tested and prove to be well-performing. Through theoretical analysis and empirical research, the construct is distinguished from similar constructs in previous studies. In addition to providing a measure for further investigation of Consumers’ Perceived Sincerity, this study provides a new perspective and framework for brand analysis and management of marketing communications.

Key words: Consumers’ Perceived Sincerity, Confucianism, brand communications, cross-culture marketing, scale development