文化符号的相对位置对文化混搭评价的影响研究

管理评论 ›› 2022, Vol. 34 ›› Issue (5): 146-155.

文化符号的相对位置对文化混搭评价的影响研究

聂春艳¹, 汪涛², 魏华³

1. 江西财经大学工商管理学院, 南昌 330032;
2. 武汉大学经济与管理学院, 武汉 430072;
3. 信阳师范学院教育科学学院, 信阳 464000

收稿日期:2021-04-08 出版日期:2022-05-28 发布日期:2022-06-17
通讯作者: 汪涛(通讯作者),武汉大学经济与管理学院教授,博士生导师,博士。
作者简介:聂春艳,江西财经大学工商管理学院讲师,博士;魏华,信阳师范学院教育科学学院副教授,硕士生导师,博士
基金资助:
国家自然科学基金青年项目（72002087；71702134）；国家自然科学基金面上项目（72172107）；国家自然科学基金重点项目（71532011）。

Influence of the Relative Position of Cultural Symbols on the Evaluation of Culture Mixing

Nie Chunyan¹, Wang Tao², Wei Hua³

1. School of Business Administration, Jiangxi University of Finance and Economics, Nanchang 330032;
2. Economics and Management School of Wuhan University, Wuhan 430072;
3. School of Educational Sciences, Xinyang Normal University, Xinyang 464000

Received:2021-04-08 Online:2022-05-28 Published:2022-06-17

摘要/Abstract

摘要： 随着全球化的发展，文化混搭现象变得越来越普遍，但消费者的反应却各异。本研究基于空间隐喻的视角，以恐惧管理理论为基础，深入探讨了混搭的不同文化符号在垂直空间的相对上下位置是否以及将会对消费者态度产生怎样的影响。研究发现，不论文化符号之间是否存在实体交叉，当采用“外国文化-母国文化”的混搭方式时，也即外国文化在上而母国文化在下，消费者对文化混搭的评价将明显低于采用“母国文化-外国文化”的混搭方式时，也即母国文化在上而外国文化在下，其中，感知文化威胁起着完全中介的作用，但当处于上方的文化符号明显小于处于下方的文化符号时，上述主效应将不会存在。本研究率先从空间隐喻的视角探讨了混搭的文化符号的相对空间位置的影响，不仅是对现有的文化混搭研究的进一步拓展，也可为企业的文化混搭产品或营销设计提供重要的指导与借鉴。

关键词: 文化混搭, 上下意象图式, 文化威胁, 空间隐喻

Abstract: With the development of globalization, the phenomenon of culture mixing has become increasingly common, but consumers have different reactions to it. Based on the perspective of spatial metaphor and the theory of terror management, this paper thoroughly discusses whether and how a vertical change in the relative position of mixed cultural symbols influences consumers' attitudes. The results show that consumers' evaluation of the culture-mixing pattern of foreign culture above home culture is significantly lower than that of home culture above foreign culture, and perceived cultural threat plays a completely mediating role. But when the upper cultural symbol is significantly smaller than the lower culture symbol, the main effect of up-down image schema will no longer exist. As the first-ever attempt to explore the influence of the relative spatial position of cultural symbols from the perspective of spatial metaphor, this study not only opens up a new research perspective for the study of culture mixing, but also provides important guidance and reference for enterprises' cultural mixed products or marketing design.

Key words: culture mixing, up-down image schema, cultural threat, spatial metaphor

聂春艳, 汪涛, 魏华. 文化符号的相对位置对文化混搭评价的影响研究[J]. 管理评论, 2022, 34(5): 146-155.

Nie Chunyan, Wang Tao, Wei Hua. Influence of the Relative Position of Cultural Symbols on the Evaluation of Culture Mixing[J]. Management Review, 2022, 34(5): 146-155.

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