扭转青年非理性购买国外品牌的重要途径：基于青年品牌原产国效应的社会塑造机制

With the goal of exploring ways of the intervention and prevention for young consumers' irrational purchase of foreign brands, this project will focus on social influence mechanisms for young consumers' attitudes and purchase of domestic and foreign brands. Four major parts will be involved. First,we will develop and contruct scales and measures specifically for Chinese young consumers' brand attitudes and purchase. Second, we will examine the different impact paths from parent and peer influence to the change of young consumers' brand attitudes and purchase with the identification of relevant mediators. Third, we will examine the similarites and differences of social influence mechanisms including parent influence annd peer influence across domestic and foreign brands. Fourth, we will test the predictive effect of brand attitudes on brand purchase, and the relevant moderators for this effect.In this project, sophomores in universities in Guangzhou will be recruited for investigations. Longitudinal research will be used to explore social influence processes on dynamic changes of young consumers' attitudes and purchase. Moreover, before we start to collect data, we will modify scales and measures based on the review of recent research in this area and the in-depth interviews with young consumers in Guangzhou. .Notably, in addition to the exploration of social influence mechanisms based on survey data and SEM, we will use other methods to probe ways of the intervention and prevention for young consumers' irrational purchase of foreign brands. For instance, we will further identify some young people with irrational purchase behavior of foreign brands, and use case-study method to examine the developmental processes of these young people. Moreover, we will use experimental designs to test whether there may be any cause-effect relationships for youth's attitudes and purchase. .In sum, all these investigations will make considerable contributions to identifying ways of the intervention and prevention for young consumers' irrational purchase of foreign brands. On the other hand, this project will have significant implications on how to encourage young consumers to buy and support domestic brands. It will provide useful suggestions to domestic industry on how to attract more young consumers who are important in the present and future market.

为了扭转青年非理性购买国外品牌，本项目将主要采用结构方程模型为主的实证计量方法，从父母和同伴两类人际影响的视角，研究青年消费者品牌原产国效应的社会起因和塑造机制。重点研究四个内容。一是构建和检验青年消费者对国内和国外品牌态度和购买的测量条目。二是探索并证实父母和同伴引起青年消费者品牌态度和购买变化的不同路径，测量各效用。三是探索并比较塑造机制在国内和国外品牌的异同，检验各中介变量效用在国内和国外品牌的强度和方向异同。四是研究从品牌态度到购买的路径并检验态度和购买之间关系的调节机制，测量其效用。这些研究发现将为扭转青年非理性购买国外品牌提供科学依据。此外还将结合个案研究和实验方法进一步研究扭转青年非理性购买国外品牌的途径。本项目是对品牌原产国效应研究的丰富和补充，并试图在品牌原产国效应的社会起因和塑造机制方面做出创新性贡献。

为了扭转青年非理性购买国外品牌，本项目将主要采用结构方程模型为主的实证计量方法，从父母和同伴两类人际影响的视角，研究青年消费者品牌原产国效应的社会起因和塑造机制。重点研究四个内容。一是构建和检验青年消费者对国内和国外品牌态度和购买的测量条目。二是探索并证实父母和同伴引起青年消费者品牌态度和购买变化的不同路径，测量各效用。三是探索并比较塑造机制在国内和国外品牌的异同，检验各中介变量效用在国内和国外品牌的强度和方向异同。四是研究从品牌态度到购买的路径并检验态度和购买之间关系的调节机制，测量其效用。这些研究发现将为扭转青年非理性购买国外品牌提供科学依据。此外还将结合个案研究和实验方法进一步研究扭转青年非理性购买国外品牌的途径。本项目是对品牌原产国效应研究的丰富和补充，并试图在品牌原产国效应的社会起因和塑造机制方面做出创新性贡献。