郭功星¹;周星²;涂红伟³

• 1:汕头大学 商学院，广东 汕头 515063
• 2:厦门大学 管理学院，福建 厦门 361005
• 3:福建师范大学 旅游学院，福建 福州 350108

摘要(Abstract)：

消费者世界大同主义是指消费者在思想上具有开放性，对全球产品和服务的多元化持欣赏态度，并且愿意接纳来自不同国家的产品和服务的倾向。在当前全球化趋势不断增强，特别是在年轻一代成长为重要消费力量之后，消费者的价值观发生了深刻的变化，消费者世界大同主义对跨文化消费行为的影响也愈发显著。而现有的跨文化消费者行为学相关研究多聚焦于消费者对他国产品的保守态度，如消费者民族中心主义、消费者爱国主义、消费者敌意等。消费者世界大同主义则超越了社群及文化限制，对于消费者日趋频繁的跨国消费行为具有较好的解释力。本文对消费者世界大同主义相关研究进行了系统的综述，以期促进后续研究对跨文化消费者行为更加全面和深入的探讨。

关键词(KeyWords)： 消费者世界大同主义;消费者民族中心主义;消费者敌意;跨文化消费行为

Abstract:

Keywords:

基金项目(Foundation): 国家自然科学基金面上项目（71572164）；广东省哲学社会科学规划青年项目（GD16YGL05）；汕头大学国家基金培育项目（NFC16006）；汕头大学科研启动基金资助项目（STF16007）

作者(Authors): 郭功星¹;周星²;涂红伟³

DOI: 10.16538/j.cnki.fem.2017.03.006

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