品牌原产地与品牌个性感知如何影响消费者的购买意向：社会排斥的调节效应

发布时间：2018-04-28 21:29

本文选题：品牌原产地 + 品牌个性感知　；参考：《兰州大学》2017年硕士论文

【摘要】：近几年来,全球经济一体化加快了中国消费者的海购热潮,而在此热潮中,众多消费者对所选购商品的原产地表现出一定的品牌偏好。比如,有相当比例的消费者都偏爱来自德国的汽车、来自新西兰或澳大利亚的奶粉、来自韩国的化妆品以及来自日本的小家电甚至马桶。事实上,品牌原产地和品牌个性对消费者购买意向作用的研究一直是市场营销学术界关注的一个焦点。一些研究学者认为,消费者对原产于某些特定国家的品牌个性的感知一般优于国内品牌,但不同品牌原产地的品牌个性有怎样差异性,这两点又会如何影响消费者的购买意向,学者在中国情境下对其的探讨各有不同。再加之,社会方面的因素也会对购买意向产生影响,那么个人与社会因素的交互作用怎样影响购买意向呢?学界关于品牌原产地、品牌个性感知、社会排斥及消费者购买意向方面的研究不少,但这些研究大多探讨的是这些变量的测量模型及其两两之间的关系,较少有学者将这些变量作为一个整体模型进行研究。本研究选择家用乘用车行业作为研究对象,将品牌个性感知理论(BIAF理论)应用到品牌原产地对消费者购买意向的作用过程中,通过实证方法探究品牌个性感知在此过程中的中介作用;并将社会学范畴的社会排斥理论应用到该研究中,以验证其在品牌原产地到购买意向作用过程中的调节作用。将这些变量纳入到一个模型中进行研究,有助于明晰个人因素及社会因素这两方面对消费者购买意向的作用机制。本研究以兰州某高校的MBA、MPA学员为调研对象,应用实验法对243名被试进行实验数据的收集,其中有192名被试的数据参与统计分析,有效响应率为79.01%,并通过SPSS21.0数据分析软件对实验数据进行分析。研究结果显示,较之国内品牌,国外品牌更能促进消费者购买意向的形成,且效果显著。品牌个性感知在品牌原产地到购买意向之间的关系起中介作用。社会排斥对品牌原产地与购买意向之间的关系有部分调节作用,具体表现在:与国内品牌相比,被忽视的消费者更易选择国外品牌,交互作用效果显著;与国外品牌相比,被排斥的消费者更易选择国内品牌,但交互作用效果不显著。而研究发现社会排斥对品牌个性感知中介的调节作用不显著。本文的创新之处主要有三点,其一,将品牌个性感知理论(BIAF理论)应用到品牌原产地对消费者购买意向的作用过程中,探究品牌个性感知在此过程中的中介作用;其二,将社会学领域中的社会排斥应用到消费者行为学中,验证其在品牌个性感知到购买意向作用过程中的调节作用;其三,从BIAF理论角度探讨品牌原产地的品牌个性感知的差异性,明晰国内外品牌的差异点。
[Abstract]:In recent years, global economic integration has accelerated the sea shopping boom of Chinese consumers, and in this boom, many consumers have shown a certain brand preference for the origin of the selected goods. For example, a significant proportion of consumers prefer cars from Germany, milk powder from New Zealand or Australia, cosmetics from South Korea, small appliances and even toilets from Japan. In fact, the effect of brand origin and brand personality on consumer purchase intention has always been a focus of attention in marketing academia. Some researchers believe that consumers' perception of brand personality originating in certain countries is generally superior to that of domestic brands, but how different brand personalities differ from brand origin and how these two factors affect consumers' purchase intentions. Scholars have different approaches to it in the context of China. In addition, the social factors will also have an impact on the purchase intention, so how does the interaction between the individual and social factors affect the purchase intention? There are many academic studies on brand origin, brand personality perception, social exclusion and consumer purchase intention, but most of these studies discuss the measurement model of these variables and the relationship between them. Few scholars study these variables as a whole model. This study selects the household passenger car industry as the research object, applies the brand individuality perception theory (BIAF theory) to the brand origin to the consumer purchase intention function process. This paper explores the intermediary role of brand personality perception in this process through empirical methods, and applies the social exclusion theory of sociological category to this study to verify its regulatory role in the process of brand origin to purchase intention. The study of these variables into a model will help to clarify the mechanism of individual factors and social factors on consumers' purchase intention. In this study, the experimental data of 243 subjects were collected by means of experimental method, and 192 of them participated in the statistical analysis, taking MBA MPA students from a certain university in Lanzhou as the research object. The effective response rate is 79.01 and the experimental data are analyzed by SPSS21.0 data analysis software. The results show that compared with domestic brands, foreign brands can promote the formation of consumer purchase intention, and the effect is significant. Brand personality perception plays an intermediary role in the relationship between brand origin and purchase intention. Social exclusion partly regulates the relationship between brand origin and purchase intention, which is manifested in: compared with domestic brands, neglected consumers are more likely to choose foreign brands, and the interaction effect is significant, compared with foreign brands, social exclusion has a significant effect on the relationship between brand origin and purchase intention. Excluded consumers are more likely to choose domestic brands, but the interaction effect is not significant. However, the study found that social exclusion has no significant regulating effect on brand personality perception intermediary. There are three main innovations in this paper: first, applying BIAF theory to the process of brand origin to consumer purchase intention, exploring the intermediary role of brand personality perception in this process; second, Social exclusion in the field of sociology is applied to consumer behavior to verify its regulatory role in the process of brand personality perception to purchase intention. Thirdly, the differences of brand identity perception of brand origin are discussed from the perspective of BIAF theory. Clarify the differences between domestic and foreign brands.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55;F273.2

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