地域刻板印象对区域特色产品信息传播的影响及双面信息的调节作用

摘要地域形象会影响消费者对该地域产品的态度,本文旨在探索地域刻板印象对区域特色产品信息传播所产生的影响。通过因子实验2(知名品牌VS不知名品牌)×2(单面信息VS双面信息)×2(负面地域印象VS正面地域印象),探索了地域印象对区域特色产品信息传播的影响及双面信息策略的调节作用。研究发现:负面地域刻板印象显著降低消费者对该区域内特色产品信息可信度的感知、品牌态度及购买意愿,会增加区域特色产品负面谣言的传播;地域刻板印象对不知名品牌(vs知名品牌)的广告可信度的影响更大;存在负面地域印象时,双面信息策略(vs单面信息)能够显著提高信息可信度和品牌态度,降低对谣言的信任。研究结论对面临负面地域刻板印象的区域特色产品的营销传播实践具有一定的启示意义。

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	刘中刚
	李耀

关键词：双面信息地域刻板品牌传播谣言传播河南

Abstract： Regional stereotype will influence consumer's attitude toward brand in the region. The article aims to explore the influence of regional stereotypes on information dissemination of regional featured products. Based on factor experiment 2 (infamous brand and famous brand) x 2 (one-sided message, two-sided message) x 2 (negative regional stereotype, positive regional stereotype), the study explored the influence of regional stereotype on marketing communication and the effect of two-sided message used in negative regional stereotype. Main conclusion: negative regional stereotype had a significant influence on consumers' judgement in information credibility, brand attitude, purchase intention, and the trust in negative rumor and the intention to spread it; and the negative effect of regional stereotype on Ad information credibility is more significant when brand is infamous(vs. famous brand); two-sided message (vs. one-sided message) can enhance Ad information credibility, brand attitude, and reduce rumor confidence and spreading intention in negative regional stereotype; and regional stereotype is a moderator on two-sided message's effect in enhancing Ad information credibility and in reducing confidence in rumor. These conclusions have certain enlightenment significance to the marketing communication of regional featured products facing negative regional stereotypes.

Keywords： Two-Sided Messages Regional Stereotype Brand Communication Rumor Spreading Henan

收稿日期 2019-11-14; 接受日期 ;

基金资助:国家社会科学基金项目(13BGL131);教育部人文社科基金项目(19YJC630090);河南省高校科技创新人才项目(2018-cx-25);河南省高校创新团队项目(18IRTSTHN018);河南大学哲学社会科学创新团队培育计划(2019CXTD008)

通讯作者 李耀(1982— ),男,河南南召人,博士,副教授,博士生导师,主要从事消费者行为研究。

作者简介: 刘中刚(1974— ),男,河南固始人,博士,副教授,主要从事营销传播研究。

引用本文:

刘中刚, 李耀.地域刻板印象对区域特色产品信息传播的影响及双面信息的调节作用[J]. 经济经纬, 2020,4: 124-132

LIU Zhonggang, LI Yao.The Influence of Regional Stereotype on Information Communication of Regional Featured Products and the Moderating Effect of Two-sided Message[J] Economic Survey, 2020,V37(4): 124-132

链接本文:

http://www.jjjw.org.cn/CN/ 或 http://www.jjjw.org.cn/CN/Y2020/V37/I4/124

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