Research On The Double-esdged Word Effect Of Transnational Brand Culture Mixing On Consumers’ Purchase Intention

The development of globalization not only promotes the cultural exchange between countries,but also promotes the development of transnational brands.It has become an effective way for the development of transnational brands to realize localization adaptation and product innovation by means of culture mixing strategy.With the development of the market,consumers don’t show consistent recognition and acceptance in the face of mixed products integrating various cultural elements as expected by enterprises,which is also accompanied by disputes,rejection and resistance.Throughout the existing research,the way of dealing with the relationship between different cultural elements in the mixed product will directly affect people’s perception and attitude towards it,and in addition to the product factors,consumers’ own factors will also affect their evaluation and purchase intention of the mixed product.So what kind of culture mixing method should transnational brands choose to innovate while avoiding product controversy and gaining market acceptance? The mechanism of the influence of the existing culture mixing mode on consumers’ purchase intention needs to be further investigated.Based on the processing fluency theory,perceived innovativeness theory and need for uniqueness theory,this thesis conducts three experiments to explore the influence of different culture mixing methods adopted by transnational brands on consumers’ purchase intention(dominant vs transfer mode),and further analyzes the mechanism and possible boundary conditions between them from the perspective of integration.The results of the three experiments show that: Firstly,culture mixing can affect the purchase intention of consumers,and the transfer mode mixing can promote the purchase intention of consumers more than the dominant mode mixing.Secondly,compared with the dominant mode mixing,the transfer mode mixing will reduce the processing fluency of consumers,and the processing fluency plays a partial mediating role in the process of culture mixing affecting consumers’ purchase intention.Thirdly,compared with the dominant mode mixing,the transfer mode mixing can improve consumers’ perceived innovativeness,and the perceived innovativeness plays a partial mediating role in the process of culture mixing affecting consumers’ purchase intention.Fourthly,processing fluency and perceived innovativeness together play a complete mediating role in the process of culture mixing affecting consumers’ purchase intention.Fifthly,the need for uniqueness plays a moderating role in the process that culture mixing mode influences consumers’ purchase intention through the mediating mechanism of processing fluency and perceived innovativeness.The higher the need for uniqueness,the stronger the mediating effect of perceived innovativeness,and the weaker the mediating effect of processing fluency.The lower the need for uniqueness,the stronger the mediating effect of processing fluency,and the weaker the mediating effect of perceived innovativeness.This thesis has not only enriched the relevant researches on culture mixing of transnational brands,but also deepened the researches on the influence mechanism of culture mixing methods on consumers’ purchase intention and the existing boundary conditions.It has certain theoretical guiding value for transnational brands to improve product evaluation,gain consumer recognition and lead the market by using culture mixing strategies.