购买经历对中国消费者品牌特性感知和品牌偏好的影响:基于ELM视角

发布时间：2018-11-21 20:48

【摘要】：本文以ELM理论和学习理论为基础,通过问卷调查法,检验了购买经历对于中国消费者品牌特性感知和品牌偏好的影响作用,从新的视角解释了购买经历对消费者态度转变的形成机制。研究发现:在中国现有环境下,对于低卷入度产品,消费者倾向于采用边缘路径形成对品牌特性的感知和品牌偏好,因此有过购买经历的消费者与那些没有购买经历的消费者相比,会对本土品牌形成较高的特性评价和品牌偏好;对于高卷入度产品,消费者对本土品牌倾向于采用边缘路径形成对品牌特性的感知和品牌偏好,对境外品牌则既可能采用中枢也可能采用边缘路径,具体要视品牌的类型而定,有无购买经历会对不同类型的品牌产生不同的影响。
[Abstract]:Based on ELM theory and learning theory, this paper tests the effect of purchase experience on Chinese consumers' brand identity perception and brand preference through questionnaire survey. This paper explains the formation mechanism of the change of purchasing experience to consumer attitude from a new perspective. It is found that in the current environment in China, consumers tend to use edge paths to form a perception of brand characteristics and brand preference for low-involvement products. Therefore, consumers with purchase experience and those who have no purchase experience will form a higher characteristic evaluation and brand preference for local brands. For high involvement products, consumers tend to use edge paths to form their perception of brand characteristics and brand preference, while for foreign brands, both central and marginal paths may be adopted, depending on the type of brand. Whether or not you have a purchase experience will have a different impact on different types of brands.
【作者单位】：西安体育学院科研院;西安体育学院运动系;
【基金】：教育部博士点基金项目“国货意识对于中国消费者本土品牌偏好与购买行为影响的研究”,项目编号:20100201110044 国家体育总局哲社项目“中国健身休闲市场消费者文化导向对其服务质量感知的影响”,项目编号:1964SS13125
【分类号】：F713.55;F273.2

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