礼品购买情境中基于消费者自我监控的品牌选择行为研究
发布时间：2018-10-18 16:19
【摘要】： 消费者品牌选择对于企业营销者来说具有非常实际的意义,其选择结果取决于选择情境。而中国消费者的品牌选择行为受群体的影响巨大,更关注个人消费的社会群体效应,具有很强的面子情结,在礼品消费市场尤为突出。而不同自我监控水平的消费者对于面子消费的关注程度有所不同。本研究借鉴消费者行为研究中的心理学实验法,探讨情境对于不同自我监控水平的中国消费者品牌选择行为的影响。研究主要采用理论分析和实证研究相结合的方法,在文献研究和预测试的基础上分析了年轻消费者对于珠宝首饰行业某些品牌的价值感知和熟悉程度,从中挑选出主实验的刺激品牌。并进一步构造了主实验的购物情境,通过组间实验设计测量了年轻消费者在不同礼品购买情境中的品牌选择行为。 研究得出如下结论:(1)是否有人员陪同对中国消费者品牌选择的没有显著影响;(2)所购买礼品的受礼对象对于中国消费者品牌选择有显著影响;(3)自我监控水平对社会可见度不同的情境中的品牌选择行为有显著影响。
[Abstract]:Consumer brand selection is of practical significance to enterprise marketers, and the choice result depends on the selection situation. However, the brand choice behavior of Chinese consumers is greatly influenced by the group, which pays more attention to the social group effect of personal consumption, and has a strong face complex, especially in the gift consumption market. Different self-monitoring level of consumers on the face of different levels of attention. Based on the psychological experimental method of consumer behavior research, this study explores the influence of situation on Chinese consumer brand selection behavior with different levels of self-monitoring. The research mainly adopts the method of combining theoretical analysis and empirical research, on the basis of literature research and pre-test, analyzes the value perception and familiarity of young consumers for some brands in jewelry industry. Pick out the stimulus brand of the main experiment. Furthermore, the shopping situation of the main experiment was constructed, and the brand selection behavior of young consumers in different gift purchase situations was measured through the design of inter-group experiments. The conclusions are as follows: (1) there is no significant influence on the brand selection of Chinese consumers; (2) the recipient of the gift has a significant impact on the brand choice of Chinese consumers; (3) the level of self-monitoring has a significant impact on the society. Brand selection behavior in different visibility situations has a significant impact.
【学位授予单位】：中山大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;F407.8;F224
本文编号：2279682
[Abstract]:Consumer brand selection is of practical significance to enterprise marketers, and the choice result depends on the selection situation. However, the brand choice behavior of Chinese consumers is greatly influenced by the group, which pays more attention to the social group effect of personal consumption, and has a strong face complex, especially in the gift consumption market. Different self-monitoring level of consumers on the face of different levels of attention. Based on the psychological experimental method of consumer behavior research, this study explores the influence of situation on Chinese consumer brand selection behavior with different levels of self-monitoring. The research mainly adopts the method of combining theoretical analysis and empirical research, on the basis of literature research and pre-test, analyzes the value perception and familiarity of young consumers for some brands in jewelry industry. Pick out the stimulus brand of the main experiment. Furthermore, the shopping situation of the main experiment was constructed, and the brand selection behavior of young consumers in different gift purchase situations was measured through the design of inter-group experiments. The conclusions are as follows: (1) there is no significant influence on the brand selection of Chinese consumers; (2) the recipient of the gift has a significant impact on the brand choice of Chinese consumers; (3) the level of self-monitoring has a significant impact on the society. Brand selection behavior in different visibility situations has a significant impact.
【学位授予单位】：中山大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;F407.8;F224
【引证文献】
相关期刊论文 前1条
1 裴璐;窦斌;;人格与情境的交互作用对行为的影响[J];巴音郭楞职业技术学院学报;2012年01期
相关硕士学位论文 前1条
1 过琳;基于不同监控水平的大学生消费者其品牌态度的实验研究[D];南京师范大学;2011年
，本文编号：2279682
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