消费者对电视机品牌质量内隐刻板印象的实验研究
发布时间：2018-09-17 14:13
【摘要】： 本研究从心理学的视角出发,来探究中国市场消费者对于国内外的电视机质量的内隐社会认知态度,并运用IAT测试出消费者对国内外电视机质量的内隐性刻板印象影响因素。研究从消费者对国内外电视机品牌存在着“国外电视机品牌质量好,价位高”的内隐刻板印象这个假设,来探讨随着近些年来我国国内电视机销量的急升,国人对国内电视机的质量与品牌信誉度是否普及?探讨国人对国内电视机的质量、品牌信誉度以及内隐印象改观等的情况。 本研究遵循IAT实验程序,在实验中采用2×2×3三因素被试间实验设计,自变量为被试性别(男性vs女性)、被试年龄组(中年组vs青年组)和被试家庭收入(1500元以下、1500～3000元、3000元以上),因变量为IAT效应值。实验研究结果表明: 1.中年组被试存在对电视机品牌质量内隐刻板印象,即认为国外品牌电视机比国内品牌电视机质量好。 2.青年组被试不存在对电视机品牌质量内隐刻板印象,即认为国内品牌电视机质量和国外品牌电视机质量无显著差异。 3.被试的家庭收入因素对形成电视机品牌质量刻板印象并无显著影响。 4.被试性别因素对形成电视机品牌质量内隐刻板印象无显著影响。
[Abstract]:From the perspective of psychology, this study explores the implicit social cognition attitude of Chinese market consumers towards TV quality at home and abroad, and uses IAT to test the influencing factors of consumers' implicit stereotypical impression on TV quality at home and abroad. Based on the assumption that domestic and foreign TV brands have the implicit stereotype of "foreign TV brands with good quality and high price", the study explores the rapid increase in domestic TV sales in China in recent years. Is the quality and brand reputation of Chinese TV sets popularized? To explore the quality of domestic television, brand reputation and implicit impression changes. This study follows the IAT experimental procedure and adopts 2 脳 2 脳 3 three-factor experimental design in the experiment. The independent variables were sex (male vs female), age group (middle age group, vs youth group) and household income (less than 1500 yuan). The dependent variable was IAT effect value. The experimental results show that: 1. The middle age group had implicit stereotype of TV brand quality, that is, foreign brand TV had better quality than domestic brand TV. 2. There was no implicit stereotype of TV brand quality in youth group, that is, there was no significant difference between domestic brand TV quality and foreign brand TV quality. 3. The factors of household income had no significant effect on the quality stereotype of TV brand. 4. 4. Gender factors had no significant effect on the formation of implicit stereotype of TV brand quality.
【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：B842
本文编号：2246181
[Abstract]:From the perspective of psychology, this study explores the implicit social cognition attitude of Chinese market consumers towards TV quality at home and abroad, and uses IAT to test the influencing factors of consumers' implicit stereotypical impression on TV quality at home and abroad. Based on the assumption that domestic and foreign TV brands have the implicit stereotype of "foreign TV brands with good quality and high price", the study explores the rapid increase in domestic TV sales in China in recent years. Is the quality and brand reputation of Chinese TV sets popularized? To explore the quality of domestic television, brand reputation and implicit impression changes. This study follows the IAT experimental procedure and adopts 2 脳 2 脳 3 three-factor experimental design in the experiment. The independent variables were sex (male vs female), age group (middle age group, vs youth group) and household income (less than 1500 yuan). The dependent variable was IAT effect value. The experimental results show that: 1. The middle age group had implicit stereotype of TV brand quality, that is, foreign brand TV had better quality than domestic brand TV. 2. There was no implicit stereotype of TV brand quality in youth group, that is, there was no significant difference between domestic brand TV quality and foreign brand TV quality. 3. The factors of household income had no significant effect on the quality stereotype of TV brand. 4. 4. Gender factors had no significant effect on the formation of implicit stereotype of TV brand quality.
【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：B842
【引证文献】
相关硕士学位论文 前1条
1 王少军;大学生对笔记本电脑产地刻板印象的实验研究[D];安徽师范大学;2010年
，本文编号：2246181
本文链接：https://www.wllwen.com/guanlilunwen/pinpaiwenhualunwen/2246181.html
