软科学
軟科學
연과학
Soft Science
2012年
5期
127~131
,共null页
崇洋消费心理 品牌负面信息 期望不一致
崇洋消費心理 品牌負麵信息 期望不一緻
숭양소비심리 품패부면신식 기망불일치
consumer psychology of the worship of foreign things ; negative information of brand ; expectancy disconfirma- tion
中国消费者的崇洋消费心理表现出对国外品牌更多的喜好,但是在品牌负面曝光事件中,由于负面信息造成的期望不一致,崇洋消费心理产生对国外品牌的消极影响：在崇洋消费心理作用下,面对一般消极程度的品牌负面信息,消费者对国内品牌和国外品牌的评价没有显著差异;面对重大消极程度的品牌负面信息,消费者对国外品牌的评价明显低于对国内品牌的评价。
中國消費者的崇洋消費心理錶現齣對國外品牌更多的喜好,但是在品牌負麵曝光事件中,由于負麵信息造成的期望不一緻,崇洋消費心理產生對國外品牌的消極影響：在崇洋消費心理作用下,麵對一般消極程度的品牌負麵信息,消費者對國內品牌和國外品牌的評價沒有顯著差異;麵對重大消極程度的品牌負麵信息,消費者對國外品牌的評價明顯低于對國內品牌的評價。
중국소비자적숭양소비심리표현출대국외품패경다적희호,단시재품패부면폭광사건중,유우부면신식조성적기망불일치,숭양소비심리산생대국외품패적소겁영향：재숭양소비심리작용하,면대일반소겁정도적품패부면신식,소비자대국내품패화국외품패적평개몰유현저차이;면대중대소겁정도적품패부면신식,소비자대국외품패적평개명현저우대국내품패적평개。
Because of the consumer psychology of the worship of foreign things, Chinese consumers show preference for for- eign brands. However, in the negative brand publicity, the negative information caused expectancy disconfirmation, and the consumer psychology of the worship of foreign things has negative impact on foreign brands. For the general inactive informa- tion, the appraisal of local brand and foreign has no significant difference; for significantly negative information, the ap- praisal on foreign brand is significantly lower than that of local brand.
