Research On The Influence Of Cultural Mixing Mode Of Cultural Mixing Product On Consumers' Willingness To Purchase

With the intensification of the process of globalization,different cultures come together.This also makes the phenomenon of cultural mixing widely seen in the daily marketing practice.Under the premise of no change of product function,two or more different cultural traditions are presented into one product in the same time and place are becoming more and more common.In other words,cultural mixing products appear everywhere.Interestingly,the cultural mixing products seems get both praise and blame in spite that enterprises strongly advocate cultural mixing innovation.Consumers are in favor with some mixing items,while they lose interests in other mixing items.How to How to make cultural mixing products get more recognition and less criticism is an urgent problem for firms to be solved.Existing research suggests that consumer perceived innovativeness has an important positive impact on the acceptance and purchase decisions of cultural mixing products.Considering the inherent uncertainty of the cultural mixing product,and the two effects of uncertainty:on the one hand,uncertainty can lead to the negative emotions such as tension and anxiety,bring to the consumer perceived intrusiveness,so people often have the motivation to avoid uncertainty;on the other hand,uncertainty also has positive incentives,such as bringing consumer curiosity,surprise and creating imaginary space for the consumer,evoking the consumer perceived innovativeness,so people will have a preference for uncertainty.Well,in the context of uncertainty in the cultural mixing product,the question can be further clarified as:what kind of cultural mixing products can arouse consumer perceived innovativeness or intrusiveness?The dual processing theory of conceptual combination in psycholinguistics points out that under the property mapping interpretation strategy,individuals often form new mental representation of conceptual combination.Considering that the dual processing theory is suitable for the marketing situation of hybrid products and brand alliance.This paper will also use the dual processing theory as a reference,and use the interpretation strategy of conceptual combination in the psycholinguistics literature to distinguish the mixing mode of cultural elements in the product and further explore consumer perceived innovativeness and purchase intention.In addition,besides the mechanism of perceived innovativeness,the literatures point out that the perceived intrusiveness caused by cultural mixing product also has a negative impact on consumer sentiment and willingness to purchase.Similarly,will the different cultural mixing modes affect the generation of consumers' perceived intrusiveness and willingness to purchase?Similarly,this paper will be based on the dual processing theory as a guide to study the perceived intrusiveness and willingness to purchase under the different cultural mixing modes.In summary,this paper is to investigate the influence of applying different mixing mode(Property Mapping Mode vs Relation-linking Mode)on consumer purchasing intensions;further studies the inherent mediating mechanism(Perceived Innovativeness and Perceived Intrusiveness).Finally,it attempts to find out the boundary conditions(Need for cognition)of different mixing modes.Results from three experiments show that,(1).mixing mode does influence consumers' purchasing intention.In addition,property mapping has more impact on consumer purchasing intention than relation-linking mixing mode;(2).property mapping has more impact on consumer purchasing intention than relation-linking mixing mode,thus it is more likely to evoke consumers' perceived innovativeness;while relation-linking mixing is more likely to evoke consumers' perceived intrusiveness.Both perceptions act as mediators in respective mixing mode;(3).The intermediary effect of above two perceptions are subject to change as per consumers'need for cognition;(4).Both perceived innovativeness and perceived intrusiveness have impact on consumers' purchasing intentions.This article revolved around two cultural mixing mode,build up research model of consumer cognition mechanism and provide theoretical and practical conclusion.In theory,it distinguishes two mixing modes and further study the consumer cognition mechanism on mixing products;Additionally,it discussed the boundary conditions of two intermediary effects and supplemented relative mixing theories.In practice,it provides operative strategy for products innovation,upgrade and cross-border cooperation,etc.