Cross-Cultural Consumer/Consumption Research: Dealing with Issues Emerging from Globalization and Fragmentation

T. Bettina Cornwell; Judy Drennan

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Cross-Cultural Consumer/Consumption Research: Dealing with Issues Emerging from Globalization and Fragmentation

机译：跨文化的消费者/消费研究：处理全球化和分散化产生的问题

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To understand the effects of globalization and fragmentation, macromarketing scholars need insights about links between individual consumer behavior and societal outcomes. The challenge in this regard is to create a program of macro -oriented cross-cultural research. This article offers a cross-cultural consumer behavior research framework for this purpose. The framework encompasses four key areas of consumer behavior that are related to the forces of globalization and fragmentation, including the environment, identity, well-being, and market structure and policy. A discussion of these substantive areas is followed by a suggested macro-micro-oriented research agenda and a call for paradigm plurality in pursuing this agenda.

机译：为了理解全球化和分散化的影响，宏观市场营销学者需要有关个人消费者行为与社会成果之间联系的见解。在这方面的挑战是创建一个面向宏观的跨文化研究计划。本文为此提供了一个跨文化的消费者行为研究框架。该框架涵盖了与全球化和支离破碎的力量相关的消费者行为的四个关键领域，包括环境，身份，福祉以及市场结构和政策。在对这些实质性领域进行讨论之后，提出了建议的宏观微观研究议程，并呼吁在执行该议程时采用范式多元化。

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《Journal of macromarketing》 |2004年第2期|p.108-121|共14页
作者
T. Bettina Cornwell; Judy Drennan;
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作者单位

University of Queensland Business School, Australia;

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原文格式 PDF
正文语种 eng
中图分类贸易经济;
关键词
consumer behavior; cross-cultural; research agenda; marketing; international;

机译：消费者行为;跨文化;研究议程;营销;国际;

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机译：欧洲和北美住宿业与全球品牌关系中的消费者行为分析摘要：世界正在快速变化，更多与全球化相关的概念出现。例如，全球营销就意味着在更广泛的层面上了解消费者行为及其潜在变化的压力越来越大。如今，研究必须揭示和理解某些问题，例如某些国家的客户在其他国家的情况是否相同和不同;他们如何积极回应特定品牌，而不是伞形品牌;他们如何看待质量以及如何花费他们的可用资源（时间，金钱，努力），给出当前的经济状况。由于本文涵盖了基于住宿业跨国公司的案例研究，我们将进一步探讨与所考察的全球品牌的感知形象和购买模式相关的某些消费者行为维度。

Cross-Cultural Consumer/Consumption Research: Dealing with Issues Emerging from Globalization and Fragmentation

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