Research On The Influence Of Consumers' Traditional Cultural Values On Domestic Brand Preference

The high development of market globalization provides consumers with more choices of foreign brands than ever before.With the continuous emphasis on the development of domestic brands in China,the quality of domestic brands has been significantly improved compared with foreign brands.The product quality of domestic brands in many industries and product categories has surpassed international brands,such as Huawei,Lenovo,Haier and other brands in such industries as mobile phones,computers,TV sets and high-speed rail.However,the overall low-end image of domestic brands has not been shaken off.At the same time,domestic brands have the advantage of adapting to local preferences and highlighting unique local culture.In such a competitive environment,It is an urgent problem for domestic brands to make use of traditional culture which is a critical part of local culture to build the brand preference of consumers and win in competition with foreign brands.At the moment when cultural self-confidence is advocated,Chinese traditional culture is popular again,and its influence on consumers' domestic brand preference cannot be ignored,which is embodied in consumers' traditional cultural values.Face and relationship is the Chinese consumers' typical values under the influence of the Confucian culture,and it is also China's native concept.This study uses face orientation and relationship orientation as a representative of traditional cultural values construct,dividing face orientation into face gaining and face saving,and dividing relationship orientation into communal relationship and exchange relationship,to explores the effect of face orientation and relationship orientation's subdivision on domestic brand preference,and introduces domestic brand trust and awe as mediating and regulating variables,respectively,to construct a model of the effect of traditional cultural values on consumers' domestic brand preference.Taking the sneaker brand as the stimulus and using the questionnaire survey and experimental method to verify the hypothesis,and the following conclusions were drawn :(1)the dimensions of face orientation and relationship orientation of traditional cultural values would affect consumers' domestic brand trust and domestic brand preference.Face gaining and exchange relationship negatively affect domestic brand trust and domestic brand preference;Face saving positively affects domestic brand trust,but has no effect on domestic brand preference;communal relationship positively affects domestic brand trust and domestic brand preference.(2)Domestic brand trust plays a completely mediating role in the effect of face gaining on domestic brand preference,and a partial mediating role in the effect of communal relationship and exchange relationship on domestic brand preference.(3)Awe plays a moderating role in the influence of face gaining and exchange relationship on domestic brand preference,which weakens the negative influence of face gaining and exchange relationship on domestic brand preference.Based on the above conclusions,this paper puts forward three management Suggestions :(1)Domestic brands pay attention to the transmission of deep traditional cultural values when integrating traditional culture;(2)In-depth understanding of the traditional cultural values of local consumers,and conduct precision marketing;(3)Inspire consumers' awe through product design and the use of aesthetic traditional cultural elements.I hope the above suggestions can provide references for the development of domestic brands.