虚位情境下不可得内部性归因与劝说知识水平对品牌转换意愿的影响研究
发布时间：2018-07-26 11:15
【摘要】：在i Phone的销售大获成功之后,饥饿营销被越来越多的手机厂商所使用。事实上,这是一种利用产品虚位效应去影响消费者购买行为的营销策略。企业利用虚位产品的积极“稀缺效应”,通过制造供不应求的假象,进而提升消费者对虚位产品的感知价值和购买欲望。但随着对这种营销方式的逐渐了解,消费者在感知到企业背后的操纵行为后,会产生一定的心理抗拒。这种抗拒作用会影响消费者的品牌转换意愿。本文通过对国内外相关研究的回顾总结,将虚位产品的不可得内部性归因与消费者的劝说知识水平引入到品牌转换的研究中。基于心理抗拒理论的相关内容,探讨二者对品牌转换意愿的影响机制,并进一步验证了品牌概念的调节作用。在实证过程中,选用实验法进行研究,以大学生为实验样本,利用刺激材料进行研究。本文主要采用调查问卷的形式进行数据收集,利用成熟量表结合本文具体情况进行修改。最后通过SPSS20.0对收集到的数据进行分析。研究结果发现:(1)不可得内部性归因、劝说知识水平会对品牌转换意愿产生正向影响,操纵意图推断在影响过程中起到中介作用。(2)不可得内部性归因、劝说知识水平会显著影响强迫性感受;强迫性感受会显著影响品牌感知,但并不显著影响品牌转换意愿。(3)品牌概念在不可得内部性归因、劝说知识水平对操纵意图推断的影响过程中起调节作用;品牌概念在不可得内部性归因、劝说知识水平对强迫性感受的影响过程中调节作用不显著。
[Abstract]:Following the success of I Phone sales, hunger marketing has been used by a growing number of mobile phone manufacturers. In fact, this is a marketing strategy that uses the virtual effect of the product to influence consumer buying behavior. By making use of the positive "scarcity effect" of virtual products, enterprises can improve consumers' perceived value and desire to buy virtual products by creating the illusion that supply exceeds supply. However, with the gradual understanding of this marketing method, consumers will have a certain psychological resistance after they perceive the manipulation behind the enterprise. This resistance will affect the consumer's willingness to change the brand. Based on the review of domestic and foreign studies, this paper introduces the inaccessible internal attribution of virtual products and the level of consumer persuasion knowledge into the study of brand transformation. Based on the related content of psychological resistance theory, this paper discusses the influence mechanism of the two factors on the intention of brand transformation, and further verifies the moderating effect of brand concept. In the process of empirical research, the experimental method is selected, and the experimental sample is college students, and the stimulation material is used for the research. This paper mainly adopts the form of questionnaire for data collection, using maturity scale to modify the specific situation of this paper. Finally, the collected data are analyzed by SPSS20.0. The results show that: (1) Internal attribution is not available, persuasive knowledge level will have a positive impact on brand change intention, manipulation intention inference plays an intermediary role in the process of influence. (2) Intra-attribution is not available. Persuasion knowledge level will significantly affect compulsive feelings, compulsive feelings will significantly affect brand perception, but not significantly affect brand transition willingness. (3) the internal attribution of brand concept is not available. Persuasion knowledge level plays a regulatory role in the process of manipulating intention inference, while brand concept is not significant in the process of inaccessible internal attribution and persuasive knowledge level in the process of influencing compulsive feelings.
【学位授予单位】：中国矿业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F273.2;F274
本文编号：2145833
[Abstract]:Following the success of I Phone sales, hunger marketing has been used by a growing number of mobile phone manufacturers. In fact, this is a marketing strategy that uses the virtual effect of the product to influence consumer buying behavior. By making use of the positive "scarcity effect" of virtual products, enterprises can improve consumers' perceived value and desire to buy virtual products by creating the illusion that supply exceeds supply. However, with the gradual understanding of this marketing method, consumers will have a certain psychological resistance after they perceive the manipulation behind the enterprise. This resistance will affect the consumer's willingness to change the brand. Based on the review of domestic and foreign studies, this paper introduces the inaccessible internal attribution of virtual products and the level of consumer persuasion knowledge into the study of brand transformation. Based on the related content of psychological resistance theory, this paper discusses the influence mechanism of the two factors on the intention of brand transformation, and further verifies the moderating effect of brand concept. In the process of empirical research, the experimental method is selected, and the experimental sample is college students, and the stimulation material is used for the research. This paper mainly adopts the form of questionnaire for data collection, using maturity scale to modify the specific situation of this paper. Finally, the collected data are analyzed by SPSS20.0. The results show that: (1) Internal attribution is not available, persuasive knowledge level will have a positive impact on brand change intention, manipulation intention inference plays an intermediary role in the process of influence. (2) Intra-attribution is not available. Persuasion knowledge level will significantly affect compulsive feelings, compulsive feelings will significantly affect brand perception, but not significantly affect brand transition willingness. (3) the internal attribution of brand concept is not available. Persuasion knowledge level plays a regulatory role in the process of manipulating intention inference, while brand concept is not significant in the process of inaccessible internal attribution and persuasive knowledge level in the process of influencing compulsive feelings.
【学位授予单位】：中国矿业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F273.2;F274
【引证文献】
相关会议论文 前1条
1 梁静;李晶;;基于消费者说服知识的购买决策行为研究[A];第三届（2008）中国管理学年会——公共管理分会场论文集[C];2008年
，本文编号：2145833
本文链接：https://www.wllwen.com/guanlilunwen/yingxiaoguanlilunwen/2145833.html
