دانلود رایگان مقاله جهانی سازی، هویت ملی، دوگانگی و رفتار مصرف کننده

ABSTRACT

Evidence for the presence of the global consumer culture (GCC) is substantial. The present paper contributes to this body of research by providing a longitudinal perspective emphasizing the presence, antecedents, and consequences of the GCC within the Netherlands, examining how the interplay between the local and global cultures evolves. While we found evidence that the Dutch are increasingly acculturating to the GCC, the global and local cultural forces seem to impact consumption behaviors consistently over time: NEID positively associates with the consumption of products traditionally bounded to local culture (e.g. local food and clothing), whereas the positive role of AGCC figures prominently with behaviors bound by global or foreign cultural conventions (e.g. electronics and luxuries). The expanded nomological network considers the relationships of AGCC and NEID to various demographic/cultural precursors and dispositional outcomes.

6.2. Conclusions

Existing research on culture change has generally focused on the acculturation process of immigrants and ethnic minorities coexisting within the broader mainstream culture. Few studies have investigated culture change from the perspectives of globalization and global consumer culture. The penetration of GCC carries important implications for researchers and practitioners. International segmentation primarily proceeds in a top-down fashion, at the nation-state level. Ample theoretical justification exists—and budding empirical evidence—that many consumers worldwide are simultaneously global and local, insinuating bottom-up approaches to segmentation at the consumer level, particularly since the influence of these cultural forces fluctuates across consumption contexts. By applying this understanding, firms can improve the effectiveness of marketing strategies, within and across national markets.