광고의 외국 모델 및 외국어에 대한 중국 소비자들의 태도에 미치는 글로벌미디어 소비효과

Abstract

This study looks at how global media consumption is related to Chinese consumers’ attitudes toward global signs (i.e., foreign models and foreign languages) in advertising. Findings confirm the mediating effect of global mindset, suggesting that global media consumption indirectly influences attitudes toward foreign models and foreign languages by affecting global mindset. Data further reveals the moderated mediation of global mindset by consumer ethnocentrism－as consumer ethnocentrism increased, the mediating effect of global mindset became stronger.