地理学报 ›› 2017, Vol. 72 ›› Issue (4): 699-710.doi: 10.11821/dlxb201704011
收稿日期:
2016-09-22
修回日期:
2017-01-05
出版日期:
2017-04-20
发布日期:
2017-04-20
作者简介:
作者简介:刘博(1979-), 女, 河北石家庄人, 博士, 副教授, 研究方向为时尚品牌与地方认同。E-mail:
基金资助:
Received:
2016-09-22
Revised:
2017-01-05
Published:
2017-04-20
Online:
2017-04-20
Supported by:
摘要:
全球化与消费主义盛行的时代,过度消费与环境保护之间的矛盾持续存在。消费者在追求物质满足的同时环境意识渐增,而品牌则以全球化形象与环保形象来响应消费者的需求变化。以国际快时尚品牌H&M为研究案例,使用结构方程模型,回收有效问卷265份,采用SPSS 19.0和Lisrel 8.72软件进行分析,探讨跨地方经营背景下,国际快时尚品牌全球化形象与环保形象如何影响中国消费者的消费行为意向。研究发现:① 消费者全球文化身份对品牌全球化形象感知的总影响、品牌全球化感知对国际快时尚品牌消费行为意向的总影响最大,表明全球化与现代性仍然是中国消费者品牌购买行为意向的最重要影响因素。② 消费者环境友好自我身份与品牌环保形象感知对国际快时尚品牌消费行为意向的影响最弱,即自认为具有环境友好自我身份的消费者仍然在支持快时尚品牌,验证了在生产与消费空间分离背景下,国际快时尚品牌塑造品牌环保形象是资本追求利润最大化的品牌经营策略。同时检验中国消费者的身份建构与国际快时尚品牌形象对消费行为意向的影响,有助于理解在国际快时尚品牌跨地方经营过程中供需双方的互动关系及背后的文化地理逻辑,也更加深刻地剖析全球化背景下资本追逐利润最大化过程中的品牌经营环保局限。
刘博, 朱竑. 全球化形象与环保形象对消费行为意向的影响——基于国际快时尚品牌H&M的案例[J]. 地理学报, 2017, 72(4): 699-710.
Bo LIU, Hong ZHU. Influence of perceived brand globalness and environmental image on consumption intentions: A case study of H&M[J]. Acta Geographica Sinica, 2017, 72(4): 699-710.
表1
概念测量
概念 | 编码 | 测量项目 | 参考文献 |
---|---|---|---|
全球文化身份(Global Cultural Identity, GCI) | GCI1 | 我对全球世界有很强的依恋情感 | Strizhakova Y, Coulter R A, 2013[9] |
GCI2 | 我感觉与全球世界联系密切 | ||
GCI3 | 我认为自己是全球公民 | ||
GCI4 | 认为自己是全球公民对我来说很重要 | ||
环境友好自我身份(Pro-environmental Self-identity, PESI) | PESI1 | 我认为自己是环境友好的消费者 | Werff E V D, Steg L, Keizer K, 2013[29]; Dermody J, Hanmer-Lloyd S, Koenig-Lewis N, et al., 2015[18] |
PESI2 | 每个消费者通过购买环保企业的产品而积极影响社会 | ||
PESI3 | 我认为自己是很关心环境议题的人 | ||
PESI4 | 我不愿意我的亲朋好友认为我是关心环境的人 | ||
品牌全球化感知(Perceived Brand Globalness, PBG) | PBG1 | 我认为H&M是一个全球品牌 | Xie Y, Batra R, Peng S Q, 2015[32] |
PBG2 | 我认为海外消费者会购买H&M品牌 | ||
PBG3 | H&M品牌在全球范围内销售 | ||
品牌环保形象感知(Environmental Image, EI) | EI1 | H&M品牌是一个注重环保的品牌 | Xue F, 2014[39] |
EI2 | H&M品牌为消费者提供环保服装 | ||
EI3 | H&M品牌致力于解决服装领域的环保问题 | ||
EI4 | 我认为环保人士会购买H&M品牌 | ||
品牌认同 (Identity, ID) | ID1 | H&M品牌契合我的个人身份 | Xie Y, Batra R, Peng S Q,2015[32] |
ID2 | 购买H&M品牌有助于表达我的身份 | ||
ID3 | H&M品牌清楚说明了我想成为的那类人 | ||
ID4 | 使用H&M品牌让我成为志趣相投的消费者社群一员 | ||
品牌消费行为意向(Behavioral Intention, BI) | BI1 | 在快时尚品牌中,我会优先选择H&M品牌 | Xie Y, Batra R, Peng S Q,2015[32] |
BI2 | 我还会再次购买H&M品牌 | ||
BI3 | 我会购买H&M的新款商品 | ||
BI4 | 我愿意为H&M的环保产品支付更高价格 | ||
BI5 | 我愿意向朋友推荐H&M品牌 | ||
BI6 | 我会对其他人说H&M品牌的好话 |
表2
变量的平均值和标准差
变量 | 指标 | 包含的项目 | 平均值 | 标准差 |
---|---|---|---|---|
GCI | GCIA | GCI1, GCI3 | 4.600 | 1.105 |
GCIB | GCI2, GCI4 | 4.542 | 1.412 | |
PESI | PESIA | PESI1, PESI3 | 4.962 | 1.206 |
PESIB | PESI2, PESI4 | 5.162 | 1.162 | |
PBG | PBGA | PBG1, PBG3 | 4.964 | 1.300 |
PBGB | PBG2 | 4.887 | 1.391 | |
EI | EIA | EI1, EI3 | 4.177 | 1.228 |
EIB | EI2, EI4 | 4.109 | 1.169 | |
ID | IDA | ID1, ID3 | 3.751 | 1.300 |
IDB | ID2, ID4 | 3.647 | 1.329 | |
BI | BIA | BI1, BI3, BI5 | 4.238 | 1.322 |
BIB | BI2, BI4, BI6 | 4.291 | 1.260 |
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