A Study of Consumer's Ethnocentric Tendency and the Influence of Local Brand Preference In Taiwan- The Mediating Effect on Self-image Congruity

[[abstract]]消費者民族中心主義在過去許多研究當中，已被學者們證實其對本土品牌偏好具有正向顯著的影響效果。本研究的目的是檢測自我形象一致性在消費者民族中心主義與本土品牌偏好之間的中介角色之效果。本研究的問卷設計涵蓋兩個產品類別（啤酒與筆記型電腦），以及六個品牌（來自四個國家），來驗證中介效果的存在性。該問卷抽樣對象以台灣的大學生為主，並在網路上實施線上問卷測量。本研究的實證結果指出，不論消費者知覺產品必要性與文化相似程度為何，自我形象與本土品牌的一致性，在民族中心主義對本土品牌偏好的影響中具有完全中介效果。最後，本研究提供全球企業和本土企業幾個建議，行銷人員除了透過產品的優勢、獨特性與新穎程度吸引消費者之外，建立強勢品牌形象以配適本土消費者的自我形象至為關鍵。[[abstract]]Consumer ethnocentrism has long been confirmed to positively affect local brand preference by researchers This study aimed to investigate the potential mediating impact of self-image congruity on the relationship between them The questionnaire was designed through 2 product categories (beer and notebook-PC) and 6 brands from 4 countries to test the mediating effect The subjects were recruited from university students The empirical results displayed that consumer self-image congruence with local brand completely mediates the relationship between ethnocentrism and local brand preference no matter under different extent of perceived product necessity or cultural similarity Finally this study provides insights for multinational and local firms that they should not only emphasize on product superiority uniqueness or novelty to attract the consumers but also need to build a strong brand image to fit in with local customers’ self-imag