利用蔬菜消费的实地调研数据分析了移居北京的韩美两国居民文化适应状况对消费行为的影响。结果显示,文化适应程度显著影响了移居者的消费行为,消费者对母语的依赖程度越高,对本民族认同感越强,对东道国的文化适应程度越低,更倾向于消费本民族产品;在东道国居住的时间长短显著影响消费行为,促进移居者对民族产品的消费,不利于文化适应;对东道国文化认同感的影响不显著。国家间的制度距离显著影响移居者的文化适应程度和购买行为,并且制度距离越大影响越大。我国政府在改善移居者文化适应能力时应该着力构建移居者稳定和谐的居住环境、提供便利的社会化公共服务、打造我国文化品牌,在塑造中国特色的包容、创新、富有感召力的文化软实力方面下功夫。 Based on field research data on vegetable consumption, this paper analyzes the impact of cultural adaptation of residents in Korea and the United States moving to Beijing on consumer behavior. The results show that the degree of cultural adaptation significantly affects the consumer behavior of the migrants. Consumers’ dependence on their mother tongue is higher, their national identity is stronger, their cultural adaptation to the host country is lower, and they tend to consume their own national products. The length of time the host country lived significantly affected the consumption behavior, promoted the consumption of ethnic products by the migrants, which was not conducive to cultural adaptation. The influence on the host country’s cultural identity was not significant. Institutional distance between countries has a significant impact on the cultural adaptability and purchasing behavior of settlers, and the greater the institutional distance, the greater the impact. When improving the cultural adaptability of migrants, our government should focus on building a stable and harmonious living environment for settlers, providing convenient socialized public services, building our national cultural brand, and building an inclusive, innovative and charismatic cultural soft power with Chinese characteristics Work hard.