身份动机对品牌认同的影响

发布时间：2018-05-11 16:38

本文选题：身份 + 认同　；参考：《浙江大学》2014年博士论文

【摘要】：品牌认同是消费者-品牌关系研究领域基于身份理论与社会认同理论提出的最新研究视角。直到目前,品牌认同的内涵、结构与测量仍然莫衷一是,品牌认同的前因变量与结果变量也因此公说公有理、婆说婆有理,但最大的问题是这些研究普遍缺乏一个系统的理论统筹,给人摸不着边际的感觉。本研究以身份一致性动机理论和动机性身份建构理论为基础,探讨身份动机对品牌认同的影响。研究由三个部分构成：研究一探讨什么是品牌认同；研究二探讨身份动机对品牌认同的影响；研究三探讨消费者重要身份的动机性特点。研究一由三个子研究构成。子研究一通过深度访谈、内容分析等定性研究方法,及问卷法对品牌认同的结构进行初步探索,结果发现消费者的品牌认同有个体与社会之分,并有认知、评价与情感三维,但也发现我国消费者的品牌认同很难区分内外。子研究二进行大样本问卷调查,以探索性因素分析和验证性因素分析两个阶段探讨品牌认同的内涵、结构与测量。结果表明,消费者的品牌认同是指消费者基于认知、价值判断与情感卷入而将某品牌融入自我的程度,包含有相符感、面子感、归属感与愉悦感四个维度。其中,面子感维度显示出我国消费者品牌认同的传统文化色彩。子研究三探索品牌认同、品牌忠诚和口碑传播三者间的关系方向,论证子研究二开发的品牌认同量表的预测效度。结果表明品牌认同对品牌忠诚和口碑传播具有极强的单向预测性,证明子研究二开发的品牌认同量表具有较高的预测效度。研究二由四个实验组成。实验1是论证品牌认同的“程序准备性”,即启动个体身份,消费者对独立型品牌由较高的品牌认同；启动社会身份,消费者对关联型品牌有较高的品牌认同。该研究假设得到验证。实验2是论证品牌认同的“行为准备性”,即消费者的品牌认同存在内群体偏好效应。结果表明,无论是高度社会性产品还是高度功能产品,消费者对其的品牌认同均存在内群体偏好效应。实验3论证抑制身份凸显能够消除品牌认同差异,反向论证了身份动机对品牌认同的影响。结果表明,激活被试高一级共享身份能够消除前一阶段身份激活所带来的品牌认同差异,研究假设得到证实。实验4研究了身份重要性对品牌认同的影响。结果表明,多个身份同时启动时,重要身份对品牌认同的影响更大。由研究二的四个实验来看,总的结论是：消费者的品牌认同存在重要身份一致性动机效应。基于研究二实验4的结果,本文将研究纵深化。研究三要解决的问题是：具有哪些动机特点的身份会被个体感知为重要身份?结果显示,能够满足自尊感、独特感、持续感、意义感、归属感和效能感六大动机特点的身份会被个体感知为重要身份。综上所述,本文首先阐明品牌认同的内涵、结构及其测量,并从“认同”的本源“身份”入手,以“身份一致性动机理论”和“动机性身份建构理论”为基础探讨身份动机对品牌认同的影响,以及重要身份的动机特点。结果显示,消费者的品牌认同具有文化差异,是一个多维结构的概念,存在重要身份一致性动机效应。
[Abstract]:Brand identity is the latest research perspective based on identity theory and social identity theory in the field of consumer brand relationship research. Until now, the connotation, structure and measurement of brand identity still do not agree, and the antecedent and result variables of brand identity are also publicly justified, and the grandmother is reasonable, but the biggest problem is the research. This study, based on the theory of identity motivation and the theory of motivation identity construction, explores the impact of identity motivation on brand identity. The study is composed of three parts: Research on brand identity and two research on identity motivation The influence of brand identity; research three explores the motivational characteristics of consumers' important identities.
The study is composed of three sub studies. First, through the qualitative research methods such as deep interview, content analysis and other qualitative research methods, and the questionnaire method, the structure of brand identity is preliminarily explored. The result shows that the brand identity of the consumer has individual and social points, and it has cognition, evaluation and emotion three dimensions, but it also finds that the brand identity of our consumers is difficult. In the two stages of exploratory factor analysis and confirmatory factor analysis, the connotation, structure and measurement of brand identity are discussed in the two stages of exploratory factor analysis and confirmatory factor analysis. The results show that consumer brand identity refers to the extent to which a brand is integrated into the self based on cognition, value judgment and emotion entry, including the appearance of the brand identity. Four dimensions of character sense, face sense, belonging and pleasure. Among them, the face sense dimension shows the traditional cultural color of China's consumer brand identity. Sub study three explores the relationship between brand identity, brand loyalty and word of mouth communication between the three groups, and demonstrates the predictive validity of the product brand identity scale developed by the sub study two. The results show that brand identity is the brand identity. Brand loyalty and word of mouth have a strong one-way prediction, proving that the brand identity scale developed by sub research two has a high predictive validity.
Study two consists of four experiments. Experiment 1 is the "program readiness" to demonstrate brand identity, that is, to start the individual identity, the consumer has a higher brand identity for the independent brand, the social identity is started, and the consumer has a higher brand identity for the associated brand. This study assumes verification. Experiment 2 is the "behavior of brand identity". The results show that there is internal group preference effect on brand identity of both highly socially and highly functional products. Experiment 3 demonstrates that inhibition of identity can eliminate brand identity differences and demonstrate identity motivation to brand recognition. The results show that the activation of the high level shared identity can eliminate the brand identity differences caused by the previous stage of identity activation, and the research hypothesis has been confirmed. Experiment 4 studied the impact of identity importance on brand identity. Two of the four experiments, the overall conclusion is: consumer brand identity exists important identity consistency motivation effect.
Based on the results of the study of the two Experiment 4, this paper will study the depth of the study. The question three to solve is: what motivational identity is perceived as an important identity? Results show that the identity of six motivational traits that can satisfy the sense of self-esteem, uniqueness, persistence, sense of meaning, sense of belonging and sense of efficacy is important for individual perception. Identity.
To sum up, this paper first clarifies the connotation, structure and measurement of brand identity, and starts with the "identity" of "identity", and discusses the impact of identity motivation on brand identity based on the "identity motivation theory" and "motivation identity construction theory", and the motivation characteristics of important identity. Brand identity has cultural differences. It is a concept of multi-dimensional structure, and there is an important identity consistency motivation effect.

【学位授予单位】：浙江大学
【学位级别】：博士
【学位授予年份】：2014
【分类号】：F713.55

【参考文献】