消费者行为的全球趋同研究globalconvergence和globaldivergencePart1TheoreticalFoundationsClements,KennethW.andDonglingChen.Fundamentalsimilaritiesinconsumerbehavior.AppliedEconomics,Vol.28,no.6,1996.Theyanalyzeddifferentconsumerbehaviorpatternsfromdifferentcountriesbystudyingawiderangeofgoodsdatawithintimesequence.Theydidacomparativestudywiththeconsumerpriceindexnumber,findingthatconsumerbehaviorindifferentcountriesbegantoappearanumberofsimilarities.For,example,Japanese,whotraditionallyfavorfish,hadstartedtoacceptandlovetoeatbeef,whilethefishconsumptionofthosecountrieswhoalwaysateporkhadbeenalsorising.Analogously,thericeconsumptioninWesterncountrieswaskeepingrising,whiletheamountofbarleyconsumedinEasterncountrieswerefalling.Traditionally,whatdrinkwaslovedinsouthernEuropewasliquor,whichhasbeengraduallyreplacedbybeer,whiletheliquorNordicdrinkerwaskeepinginasteadyrise.Duringthe45years’timebetween1950and1995,theproportionofbeerconsumptionofNordictosouthernEuropeandroppedfromamaximumof9timesto2.2timeswhichwasthelowest,whiletheliquorratioofdrinkersinSouthernEuropeintheamountofNordicconsumerdroppedfrom11.7timesin1950to1.8timesin1995.Tosomecertainextent,thesestudiesprovidedtheevidenceoftheconvergenceofconsumerbehaviorindifferentcountries.However,suchstudiesjustremainedinamacrolevel,anddidnotrelatetotheproblemsintheconsumerbehaviorpatterns,suchaspurchasemotivation,attitudeaction.TheEshghiandSheth(1985)Theycomparedthedifferencesoftraditionallifestyleandmodernlifestyleinfourcountries.Findingsprovedthatdifferentlifestyleshadsignificantlyeffectsonconsumerbehaviors;thenationalandculturalinfluencesalsoexisted,butifaddingthecountryelementasanindependentvariabletotheanalysismodel,theeffectsofmodernlifestyleonconsumerbehaviorswerenotweakened.This,tosomeextent,declaredthatthereexiststrongcommonfeaturesinpeople’sbehaviorwhowereadvocatingmodernlifestyle.Zaichkowsky,JudithL.andJamesH.Sood.Agloballookatconsumerinvolvementanduseofproducts.InternationalMarketingRevise,Vol.6,no.1,1988.Theydidacomparativestudyoftheuseof8kindsofproductionsandservicesandtheconsumerinvolvementin15countries.Theresultisthatwiththeinfluenceofnationalfactors,thedifferencedegreeofusepatternbetweenflighttraveling,restaurantsandshampoowasthehugest;thedifferencedegreeoftheconsumerinvolvementbetweenwatchingmoviesandbuyingsoftdrinkswasthehugest.Theusepatternandconsumerinvolvementdegreeofaudioequipmentarelessaffectedbynationfactor.Theirresearchprovidedstrongevidencetotheviewthatproductswithhigh-techweremostlikelytobewelcomebythewholeglobe.Huszagh,SandraM.,RichardJ.FoxandEllenDay.GlobalMarketing:AnEmpiricalinvestigation.ColumbiaJournalofWorldBusiness,Vol.XX,no.4,1986.Theystudiedwhatproductscanhavesimilaracceptanceratesindifferentcountries,andwhethertheproductfeaturescanexplainit.Basedonthat,theyanalyzedtheglobalizationofcustomerbehavior.Theresultsshowedthatthedurablethepersonalgoodsalwayssharedahigheracceptancerate,whichtosomeextentsupportedLevitt'sview:productswhichcanbetouchedbyconsumersshouldbesoldwithaglobalmarketingview.Dawar,NirajandPhilipM.Parker.MarketingUniversals:Consumer'suseofbrandname,price,physicalappearance,andretailerreputationassignalsofproductquality.JournalofMarketing,Vol.58,no.2,1994Theystudiedfourkindsofqualitysignalsusedbyconsumersfrom38countrieswhentheywereinthepurchaseofhouseholdappliances:thebrandname,pr...
