三聚氰胺事件对中国消费者国货意识及国产品牌态度的影响

消费者民族中心主义（国货意识）的后果研究比较多，但是有关其前因的研究还相对较少。文章以三聚氰胺这一突发公共卫生事件作为前因变量，以消费者民族中心主义相关理论为理论基础，并采用“模拟的前后测设计”进行实验，研究了三聚氰胺事件对中国消费者国货意识及对国产品牌态度的影响。通过对614份有效问卷的分析发现：三聚氰胺事件对中国消费者国货意识的影响并不显著，但对国产品牌的态度产生了一定的负面影响。

The Impact of the Melamine Event on National-brand Consciousness and Local Brand Attitude of Chinese Consumers

There are a host of researches on the consequeces of consumer ethnocentrism(National-brand consciousness),but few researches focus on the relevent antecedens.Based on the literature of consumer ethnocentrism,taking the Melamine Event as the antecedent,this paper investigates the impact of the Melamine Event on Chinese consumers' national-brand consciousness and local brand attitude by conducting an experiment.We have finished a survey and collected 614 questionnaires.After the statistics with SPSS software,...