文化差异与消费心理重构：霍夫斯泰德文化维度理论下的动态本地化策略
Cultural Differences and Consumer Psychology Reconstruction: Dynamic Localization Strategy under Hofstede’s Cultural Dimensions Theory

本文聚焦全球化背景下文化差异对消费心理的重构作用，基于霍夫斯泰德文化维度理论剖析其影响机制。研究表明，文化差异通过需求、认知、态度与决策四重路径深刻影响消费心理，如集体主义文化中需求受群体认同驱动，高语境文化依赖隐含信息解码，依存型自我建构下态度受社会规范左右，群体决策在集体主义文化中更为普遍。以任天堂《动物森友会》和拳头游戏《英雄联盟》为例，其针对欧美个人主义文化市场与亚洲集体主义文化市场实施差异化适配策略，从个性化需求满足、成就导向任务设计到社群互动强化、高语境符号植入，再到节日符号本土化转译、语言交互适配及动态内容迭代，全方位实现文化融合，验证了文化适配策略的有效性。企业应构建动态本地化策略，挖掘文化原型，建立数据驱动迭代机制，组建多元文化团队，实现全球化品牌与本地消费者文化认同的精准契合。
This paper investigates the reshaping effect of cultural differences on consumer psychology in the globalization context, employing Hofstede’s cultural dimensions theory to analyze its influencing mechanisms. Research demonstrates that cultural differences profoundly impact consumer psychology through four pathways: needs, cognition, attitudes, and decision-making. For instance, needs in collectivist cultures are driven by group identity, high-context cultures rely on implicit information decoding, attitudes under interdependent self-construal are subject to social norms, and group decision-making prevails more in collectivist contexts. Case studies of Nintendo’s Animal Crossing: New Horizons and Riot Games’ League of Legends reveal their differentiated adaptation strategies across individualistic Western markets and collectivist Asian markets. These encompass personalized need fulfillment, achievement-oriented task design, community interaction enhancement, high-context symbolic embedding, localized festival symbolism, linguistic interaction adaptation, and dynamic content iteration, achieving comprehensive cultural integration that validates the effectiveness of cultural adaptation strategies. Enterprises should develop dynamic localization frameworks, excavate cultural archetypes, establish data-driven iteration mechanisms, and assemble multicultural teams to achieve precise alignment between global branding and local consumers’ cultural identity.