非目标消费群体品牌使用行为对目标消费者品牌态度的影响——自我建构的调节作用

发布时间：2018-02-24 12:00

本文关键词： 目标消费群体参照群体自我动机自我建构品牌态度　出处：《管理评论》2017年08期 　论文类型：期刊论文

【摘要】：目前文献较少关注真实消费者与目标消费者不一致的情况下消费者的品牌态度的变化。本文从自我动机的视角探讨非目标消费群体的品牌使用行为对目标消费者品牌态度的影响。实验结果表明:不同类型非目标消费群体的品牌使用行为对目标消费者的品牌态度的影响不一致,这种影响受自我建构的调节。渴望群体的品牌使用行为会提升独立自我目标消费者对品牌评价,但对相依自我消费者的影响有限;规避群体的品牌使用行为会降低相依自我目标消费者对品牌评价,但是对独立自我消费者的影响有限;中性群体会影响相依自我目标消费者通过消费特定品牌来表达群体归属,从而降低对品牌评价。
[Abstract]:At present, little attention has been paid to the change of brand attitude of consumers when real consumers and target consumers are not in agreement. This paper discusses the influence of brand use behavior of non-target consumer groups on target consumers from the perspective of self-motivation. The influence of brand attitude. The experimental results show that the influence of brand use behavior of different types of non-target consumer groups on the brand attitude of target consumers is not consistent. This influence is regulated by self-construction. The brand use behavior of desire groups will promote independent self-targeted consumers to evaluate the brand, but the impact on dependent self-consumers is limited; The brand use behavior of circumventing group will reduce dependent self-targeted consumers' evaluation of brand, but have limited influence on independent self-consumers; Neutral groups will influence dependent self-targeted consumers to express group ownership through consumption of specific brands. So as to reduce the brand evaluation.
【作者单位】：暨南大学管理学院;
【基金】：国家自然科学基金项目(71302152;71372169) 广东省高等学校优秀青年教师培养计划(YQ2015021) 暨南领航计划(15JNLH005) 广东省自然科学基金重点项目(2014A030311022)
【分类号】：F273.2;F713.55

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