负面信息情境下自我建构、自我概念联结与品牌原产地联结对消费者品牌态度的影响研究

发布时间：2018-05-30 05:24

本文选题：品牌态度 + 负面信息　；参考：《湖南师范大学》2009年硕士论文

【摘要】： 本研究中关注的是:当消费者看到品牌的负面信息时,消费者作出的评价是否一致?是改变态度还是维持原有的态度?如果两种情况都存在,那么是什么因素让消费者改变或维持原有的态度?如果找到品牌负面信息与消费者品牌态度之间的影响因素,就可以有效地向品牌管理者预测消费者态度改变的情况,从而为危机管理提供实证依据。本研究以大学生群体为研究对象,通过实验研究的方式来测量负面信息对品牌态度的影响。实验采用了2×2×2三因素实验设计,以自我建构、自我概念联结、品牌原产地联结作为自变量,品牌态度作为因变量。研究采用问卷调查研究收集资料,问卷调查主要采用TheodoreM.Singelis的Self-Construal Scale.量表(SCS)、Fournier的自我概念联结量表、品牌原产地联结量表、品牌态度评价量表等四个部分,运用SPSS11.5对各变量进行方差分析。通过研究,得出以下结论: 1.消费者的品牌态度极易受到负面信息的冲击,但当消费者与品牌之间形成了高的自我概念联结或是品牌原产地联结,就能够淡化负面信息对品牌态度的影响。 2.面对负面信息,消费者的自我建构对品牌态度起调节作用。
[Abstract]:The focus of this study is: when consumers see the negative brand information, consumers make the same assessment? Is it a change of attitude or a maintenance of the original attitude? If both situations exist, what causes consumers to change or maintain their attitudes? If we find the influencing factors between brand negative information and consumer brand attitude, we can effectively predict the change of consumer attitude to brand managers and provide empirical evidence for crisis management. In this study, the influence of negative information on brand attitude was measured by means of experimental study. The experiment adopts 2 脳 2 脳 2 three factors experimental design, with self-construction, self-concept connection, brand origin connection as independent variable, brand attitude as dependent variable. The research adopts the questionnaire to collect the data, the questionnaire mainly uses the TheodoreM.Singelis Self-Construal scale. The SPSS11.5 was used to analyze the variance of each variable in four parts of SCS: Self-Conceptual Association scale, Brand Origin Association scale and Brand attitude Evaluation scale. Through the research, the following conclusions are drawn: 1. The brand attitude of consumers is easily impacted by negative information, but when consumers and brands form a high self-concept connection or brand origin connection, the influence of negative information on brand attitude can be downplayed. 2. In the face of negative information, consumer self-construction plays a regulatory role in brand attitude.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F224

【引证文献】