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“90后”的消费者民族中心主义程度相对“80后”更低,不因性别、年龄、学历、籍贯、家庭收入等差别而存在显著差异。虽然消费者民族中心主义对习惯性购买影响显著,但是对多样化购买和复杂性购买影响不显著,对复杂性购买的影响最低。这些都说明“90后”是更加理性的消费群体,企业在营销过程中应该更加注重品牌和核心优势的塑造,而不是盲目依赖“国货”、“民族企业”等情感诉求。
The level of consumer ethnocentrism after “90 ” is lower than “post 80 ”, and there is not significant difference due to the difference of gender, age, education, origin, family income and so on. Although consumer ethnocentrism has a significant impact on habitual purchases, it has no significant effect on diversified purchases and complex purchases, with the least impact on complexity purchases. All of these show that “after 90” is a more rational consumer group. Enterprises should pay more attention to shaping the brand and core advantages in the marketing process instead of blindly relying on the emotional demands of “domestic products” and “national enterprises” .