市场营销系学术讲座系列2020年第4讲

主 题：How Global-Local Identity Affects Consumer Willingness to Share: The Role of Openness Mindset

主讲人: Xiaodong Nie (University of Texas at Arlington)

时 间：2020-10-27 09:00

地 点：明商713会议室

语 言：中英文

讲座摘要：

Acknowledging the increasing trend of sharing economy, consumers nowadays more and more face the decision as to whether to participate into a sharing system to obtain the product benefits without gaining the ownership of the product. However, managers have a limited understanding of how global-local identity may influence consumers’ willingness to share. In this research, we propose that consumers high in global identity (“globals”) have a greater willingness to share than those high in local identity (“locals”). Such effects are mediated by consumers’ openness mindset, such that global identity enhances the willingness to share through activating a salient openness mindset. Consistent with the “openness mindset” account, when the salience of an openness mindset enhanced (compared to a control condition in which it is unchanged), locals’ willingness to share is elevated, whereas globals’ willingness to share is unaffected. However, when the salience of an openness mindset is suppressed (compared to a control condition in which it is unchanged), globals’ willingness to share is reduced, whereas locals’ willingness to share is unaffected. Consumers traveler-settler orientation and travelling-settling needs are natural boundaries for the relationship between global-local identity and willingness to share. Theoretical and managerial implications are discussed.

主讲人简介：

Xiaodong Nie is a Ph.D. Candidate in marketing at the University of Texas at Arlington. Xiaodong’s primary research area is the study of cultural psychology, with a specific emphasis on how local-global identity affects consumer decision making. This research stream is motivated by the increasing interest in globalization. She is curious about how this trend may affect different aspects of consumer behavior, including consumer engagement in sharing economy, and consumer adoption for different types of products. Specifically, her dissertation on how global-local identity affects consumer engagement in sharing economy wins the 2020 ACR-Sheth Foundation Dissertation Award. Currently, this paper is also under a preparation for a 2nd review at the Journal of Marketing Research.