2585 
2932近年来，全球化和逆全球化交错发展的态势对消费者的身份认同产生了深远影响，集中体现为全球—本土认同。目前，营销学、国际商务及社会心理学等领域已基于该主题展开了较为广泛的探索，但现有文献在界定全球—本土认同时的理论基础和关注重点各有差异，对其效应机制及影响后果的研究也各有侧重，有时甚至会呈现不太一致的结论。通过整合与梳理国内外相关文献，本文提出了关于全球—本土认同的分类理论框架，将其进一步区分成消费文化视角下的全球—本土认同、公民社群视角下的全球—本土认同及双元视角下的全球—本土认同，并通过对理论基础、测量和操纵方式及研究现状的阐述，初步揭示了不同界定视角之间的联系与差异。在此基础上，本文提出了值得关注的若干未来研究方向。
消费者全球—本土认同：基于消费文化和公民社群双元视角的研究述评
摘要
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引用本文
吴漪, 何佳讯. 消费者全球—本土认同：基于消费文化和公民社群双元视角的研究述评[J]. 外国经济与管理, 2023, 45(4): 88-103.
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