基于本土品牌刻板印象的感知效用分析及心理启动机制

发布时间：2018-05-26 12:42

本文选题：本土品牌 + 刻板印象　；参考：《系统管理学报》2017年02期

【摘要】：从顾客感知效用大小决策行为出发,在本土品牌刻板印象心理作用下,分析顾客购买的信息性决策和行动性决策两阶段,构建顾客感知效用模型和本土品牌刻板印象的心理启动模型;进一步,分析了顾客个体特征、购买商品和所处环境均影响顾客的感知效用,从而影响顾客本土品牌刻板印象的启动;并讨论了各变量对顾客感知效用的影响,以此对购买做出判断。结论表明:顾客类型对购买有重要影响作用,通过不同效用敏感系数来影响购买,在本土品牌刻板印象下,顾客经济生活水平与购买正相关;需求时间和购买时间对购买具有负效应,商品认知评价和环境因素的影响认知与购买具有正效应;而其他各个环节成本减低对购买十分有利。
[Abstract]:Based on the behavior of customer perceived utility decision, and under the influence of local brand stereotype psychology, this paper analyzes the two stages of information decision and action decision of customer purchase. Build the customer perceived utility model and the psychological starting model of the local brand stereotype; further, analyze the individual characteristics of the customer, the purchase of goods and the environment all affect the perceived utility of the customer. It also discusses the impact of variables on the perceived utility of customers, and then makes a judgment on the purchase. The conclusion shows that customer type has an important influence on purchase, and the economic living standard of customer is positively related to purchase under the impression of local brand stereotype. Demand time and purchase time have a negative effect on purchase, while the impact of commodity cognitive evaluation and environmental factors on cognition and purchase has a positive effect, while the cost reduction of other links is very beneficial to purchase.
【作者单位】：重庆大学经济与工商管理学院;重庆文理学院;
【基金】：国家社会科学基金资助项目(12CXW014) 教育部人文社会科学研究项目(12YJCZH283)
【分类号】：F274;F273.2

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