經濟不安全感對消費者我族主義之影響

Effects of Economic Insecurity on Consumer Ethnocentrism

透過五個實驗，本研究發現不論是短期訊息引發或長期感受，高經濟不安全感的消費者會比較願意購買或選擇本國製造產品，亦即展現出較高的消費者我族主義傾向。這是因為經濟不安全感會導致消費者有較低的知覺控制感，而群體基礎控制模式認為個體在低控制感下會藉由展現出我族主義傾向來尋求彌補控制感缺失所導致。然而此效果受品牌傳記內容的調節，在消費者認為本國製造產品廠商具備逆境向上特質，經濟不安全感對購買意圖所帶來的效果較大。本研究在學術上具體驗證了消費者對總體環境的感受會影響消費者我族主義，同時進一步釐清控制感作為消費者我族主義形成的關鍵心理機制，且提供實務工作者進行行銷溝通的可行策略。 This study examines how both incidentally induced and chronic economic insecurity influence consumer ethnocentrictendencies and preferences for domestic products. This situation is likely to occur because economic insecurity threatensperceived control. According to a group-based control model, a lack of personal control may elicit efforts to support anddefend social ingroups. This lack of personal control in turn causes an increase in consumer ethnocentric tendencies andincreased preference for domestic products. However, brand biography moderates the effects of economic insecurity onconsumer preferences. This effect is stronger for brands that adopt an underdog brand biography than those that adopt atop-dog brand biography. Five experiments provide supporting evidence. This study concludes with theoretical andmanagerial implications.