This research investigates consumer acceptance of cultural borrowing in cross-regional interactions, categorizing borrowing into strong-to-weak, equal, and weak-to-strong types based on the relative cultural status of involved subjects. Five experiments (over 1000 subjects) reveal that different types of borrowing evoke varying degrees of perceived cultural threat, thus influencing acceptance. Moderating factors, including incongruent use, reality of presentation, subject positioning, and relationship identity, significantly affect both perceived threat and acceptance. The study reveals the differentiated impacts and mechanisms of cultural borrowing on consumer responses.
Publisher
Humanities & Social Sciences Communications
Published On
Aug 22, 2024
Authors
Yu-dong Zhang, Zhang-yuan Dai, Hui-long Zhang, Jia-qin Xie, Wen-qing Hu
Tags
cultural borrowing
consumer acceptance
cultural threat
cross-regional interactions
moderating factors
perceived threat
experiments
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