2026-03-15T12:07:23Z https://hiroshima-cu.repo.nii.ac.jp/oai

oai:hiroshima-cu.repo.nii.ac.jp:02000191 2025-11-13T02:15:40Z 1:6:7:1735095743082

中国人消費者の愛郷心とブランド消費行動 : インタビューによる探索的予備調査 Patriotic Sentiment and Brand Consumption Behavior of Chinese Consumers: An Exploratory Preliminary Interview-based Study 李　玲 LI, Ling 愛郷心 ブランド消費 生まれ故郷 パトリオティズム 消費者行動 Love for one’s birthplace is a fundamental emotion that develops naturally as part of human growth. It is closely intertwined with personality formation and has a direct influence on consumer behavior. However, existing research on patriotism has often focused more on attachment to the nation than on one’s birthplace. Hence, this study aims to explore the significance of birthplace for Chinese consumers and their consumption attitudes toward domestic and foreign brands, particularly in the context of reminiscing about the importance of birthplace. The analysis reveals that participants perceived their birthplace not only as a physical location but also as having significant psychological value. They take pride in their culture and in the success of domestic brands that have expanded internationally. In addition, they highly value the quality and cost-effectiveness of these brands, which has led to positive attitudes toward domestic products. Furthermore, the study finds that participants exhibited an inclusive attitude toward foreign brands and were particularly favorable toward high-end foreign brands. 本研究は、JSPS 科研費 JP21K13382 の研究成果 の一部である。 広島市立大学国際学部 2024-12-20 jpn journal article https://hiroshima-cu.repo.nii.ac.jp/records/2000191 AN10485683 1341-3546 広島国際研究 30 19 32 https://hiroshima-cu.repo.nii.ac.jp/record/2000191/files/HJIS30-19.pdf 1.8 MB 2024-12-27