聚焦前沿 | 来了！来了！JGM最新文章选登

聚焦前沿 | JGM文章选登

今日转载对外经贸大学国际商学院公众号[UIBE全球营销]首发的JGM最新文章，供感兴趣的市场营销学者和其他读者学习参考。

JGM1

Partners or Foes? Cross-Country Consumer Animosity, Ethnocentrism, and Nationalism in Times of International Crisis

伙伴还是敌人？国际危机时期的跨国消费者敌意、民族中心主义和民族主义

De Nisco, Alessandro; Massi, Marta; Papadopoulos, Nicolas. Journal of Global Marketing; New York Vol. 33, Iss. 3,  (Jul 2020): 207-222. DOI:10.1080/08911762.2020.1744209 

Abstract

International financial crises affect some countries more than others, and general ethnocentric tendencies favoring domestic products may be exacerbated by nationalism as well as animosity toward a specific country that consumers consider responsible for their own country’s difficulties. This study uses the continuing Eurozone crisis as the research setting to investigate the relationships among ethnocentrism, economic animosity, and nationalism, and their effects on consumers’ views of products associated with a target country that is seen as contributing to their predicament. Results show that both animosity and ethnocentrism negatively affect consumer acceptance of products associated with a disliked country but are not related with cognitive beliefs about these products. Findings also reveal that nationalism has a significant moderating effect by amplifying the influence of both animosity and ethnocentrism on willingness to buy. Important implications for theory, consumers, managers, and public policymakers in countries affected to different degrees by the crisis are discussed.

摘要

国际金融危机对一些国家的影响大于其他国家，当消费者认为本国的困难是由某个特定国家造成的时候，民族主义和对该国的敌意可能会加剧偏爱本国产品的民族中心主义倾向。本研究以持续不断的欧元区危机为研究背景，探讨民族中心主义、经济敌意和民族主义之间的关系，以及它们对消费者对目标国家相关产品看法的影响，而目标国家被视为造成了其困境。结果显示，敌意和民族中心主义都会对消费者接受那些他们不喜欢的国家相关的产品产生负面影响，但与消费者对这些产品的认知信念无关。研究结果还显示，民族主义通过放大敌意和民族中心主义对购买意愿的影响而具有显著的调节作用。文中还讨论了对不同程度受危机影响的国家的理论、消费者、管理者和公共政策制定者的重要影响。

关键词：民族主义；民族中心主义；消费者

JGM2

Acculturation of Expatriate Consumers: Conditional Effects of Mental Attachments to Home Country

外籍消费者的文化适应：对母国精神依恋的条件效应

Miocevic, Dario; Zdravkovic, Srdan. Journal of Global Marketing; New York Vol. 33, Iss. 3,  (Jul 2020): 193-206. DOI:10.1080/08911762.2019.1710642 

Abstract

In this paper authors explore insufficiently addressed acculturation behaviors of expatriates. Based on the consumer acculturation literature and congruity theory, authors explore how expatriate’s acculturation behaviors steer consumer’s propensity to buy local food brands under conditional effects of mental attachments to home country. In order to test the proposed model a survey was conducted among 212 expatriates from developed economies living in the Greater Middle East. Study shows that expatriate consumers’ acculturation will lead to higher propensity for buying local food brands when: 1) they perceive higher similarity between their home and host country retail system attributes and 2) locally produced food brand’s perceived value is equal or better than the perceived value of food brands from expatriates’ home country.

摘要

本文旨在探讨以往研究不足的外籍人士的文化适应行为。本文以消费者文化适应文献和一致性理论为基础，探讨了在精神依恋的条件效应下，外籍人士的文化适应行为如何引导其购买本地品牌食品的消费倾向。为了检验所提出的模型，作者对212名生活在大中东地区的发达经济体的侨民进行了调查。研究表明，当外籍消费者1）感知到母国和东道国零售体系属性的相似性较高时；2）对本地生产的食品品牌的感知价值等于或优于对他们母国食品品牌的感知价值时；外籍消费者的文化适应就会增加他们购买本地食品品牌的倾向性。

关键词：食品；文化适应；消费者

JGM3

The Efficacy of Cultural Intelligence for Adaptive Selling Behaviors in Cross-Cultural Selling: The Moderating Effect of Trait Mindfulness

文化智商对跨文化销售中适应性销售行为的影响：特质正念的调节效应

Charoensukmongkol, Peerayuth. Journal of Global Marketing; New York Vol. 33, Iss. 3,  (Jul 2020): 141-157. DOI:10.1080/08911762.2019.1654586 

Abstract

This research investigates the contribution of cultural intelligence (CQ) in adaptive selling behaviors and international sales performance of Thai salespeople assigned to work at international trade shows in foreign countries. This study integrates the perspectives of categorization and cognitive resource theories to illustrate how CQ enables salespeople to make effective selling adaptations to achieve high performance in cross-cultural selling. These guiding theories also help identify the characteristics of salespeople with respect to trait mindfulness, which plays a facilitating role in promoting the effectiveness of CQ in this context. Data were collected from 365 Thai salespeople using a questionnaire survey. The results from the partial least squares regression analysis revealed a significant positive relationship between CQ and adaptive selling behaviors. Adaptive selling behaviors also mediated the positive association between CQ and international sales performance. Moreover, the moderating effect analysis showed that the positive relationship between CQ and adaptive selling behaviors was stronger in salespeople who possessed a high level of trait mindfulness.

摘要

本研究旨在探讨文化智商（CQ）对那些在国外参加国际贸易展的泰国销售人员的适应性销售行为及国际销售绩效的影响。本研究整合了分类的观点和认知资源理论，说明文化智商如何能使销售人员进行有效的销售适应，以提高跨文化销售的绩效。这些指导性理论也有助于识别销售人员在特质正念方面的特征，这对于在此背景下提高文化智商的有效性起到了促进作用。研究采用问卷调查收集了365名泰国销售人员的数据。偏最小二乘回归分析结果显示，文化智商与适应性销售行为之间呈显著正相关。适应性销售行为也中介了文化智商与国际销售绩效之间的正相关关系。此外，调节效应分析显示，特质正念水平较高的销售人员，其文化智商与适应性销售行为之间的正相关关系更为显著。

关键词：正念；销售人员

JGM4

Human Values and Life Satisfaction: Moderating Effects of Culture and Age

人类价值观与生活满意度：文化与年龄的调节效应

Teerakapibal, Surat. Journal of Global Marketing; New York Vol. 33, Iss. 3,  (Jul 2020): 177-192. DOI:10.1080/08911762.2019.1683668 

Abstract

Extant literatures have illustrated that human values influence consumers’ product preference and subsequently their choices. This article aims to investigate the relationship between human values and overall life satisfaction across consumer segments using the 2010–2014 World Value Survey (WVS) wave 6 data, which comprises of 85,512 respondents residing in 56 countries around the world. With available detailed socio-demographic data, a series of ordinal logistic models are estimated. Results show significant relationships between human values and overall level of life satisfaction. Interestingly, these relationships are moderated both cultural regions and age. Findings do not only support the notion of cultural-level values, but also suggest that rational individuals dynamically shift their value priorities as they age to ensure a higher level of overall life satisfaction. Consequently, global marketers should dynamically align their product offering’s benefits and promotions with the values that its target market seeks. Other implications for marketing to consumers residing in different cultural regions and belonging to different age groups are also discussed.

摘要

现有文献表明，人的价值观影响消费者的产品偏好，进而影响消费者的选择。本文旨在利用2010-2014年世界价值调查（WVS）第6波数据，包括对全球56个国家的85,512名受访者进行调查，研究人类价值观与总体生活满意度之间的关系。利用现有的、详细的社会人口学数据，对一系列定序logistic模型进行了估算。结果显示，人的价值观与整体生活满意度有显著的关系。有趣的是，文化区域和年龄都对这些关系具有调节作用。研究结果不仅支持文化层面的价值观概念，而且还表明，理性的个体随着年龄的增长，会动态地改变他们的价值倾向，以确保更高水平的整体生活满意度。因此，全球营销人员应当根据其目标市场追求的价值观来动态地调整其产品利益和促销。此外，本文还讨论了针对居住在不同文化区域和不同年龄组的消费者开展营销活动的其他启示。

关键词：年龄；消费者

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中国高等院校市场学研究会(Chinese Marketing Association of Universities，英文缩写CMAU)成立于1984年元月，是经中华人民共和国民政部批准，由全国各高等院校从事市场营销学教学、研究的专家、学者及企事业单位自愿组成的非营利性学术团体。学会的主管单位是中华人民共和国教育部，现任会长是北京大学光华管理学院符国群教授。

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