劣势者效应的边界影响研究：产品种类与品牌地位

发布时间：2018-04-10 06:17

  本文选题：劣势者效应　切入点：产品种类　出处：《南京大学》2017年硕士论文

【摘要】：近年来,"草根"、"逆袭"这类型的词语反复出现,而这些词语的代表物则以一种"劣势者"的姿态出现在人们面前。不少企业更是通过"劣势者"的姿态,汹涌澎湃的进入了消费市场,以最简单的"卖惨"博取消费者的同情,大幅度提高自身的关注度。顺丰小哥被打事件中,顺丰集团迅速地利用被打小哥的辛苦努力,将其打造成"劣势者"。短短几小时,微博热搜、腾讯新闻、新浪新闻等多家媒体踊跃报道,在公众中快速传播,顺丰集团坐收渔翁之利。人们对这些"劣势者"事件,总是有很高的同情心,如选秀节目中的悲惨过往、加多宝-王老吉的世纪官司案。这些事件中都会发现,人们都更加倾向于竞争中的弱势一方。这种支持更是超越了大家的预想,人们不仅只是口头上的支持,还会为"劣势者们"进行真实购买。目前,营销领域上把劣势者定义为竞争过程中处于相对弱势的一方,并且只有满足两个条件才能定义为劣势者,一,外部劣势;二,激情和决心。而劣势者效应则是消费者更愿意对劣势者一方的企业、品牌的产品/服务进行传播、购买。企业习惯性地传播劣势者定位的品牌传记,刺激消费者的购买,以此诱发劣势者效应发生。但是这种劣势者效应下的传播和购买是具有条件的。消费者在购买产品时,存在态度差异。本文发现劣势者效应的发生会受到产品种类影响。所以,实验一中,发现产品种类调节作用于劣势者定位下的购买意愿,其中社会认同产品能促使劣势者效应的发生,功利产品则没办法帮助劣势者效应发生。而品牌地位的高低能影响产品在价值表达上的程度。实验二,发现品牌地位能影响产品种类对劣势者定位的购买意愿水平,并且发现劣势者效应只会发生在高品牌地位的社会认同产品上。本研究通过实证方式,证明了品牌地位作用下产品种类能作为劣势者效应研究的边界条件。并且为后续研究,明确了控制产品维度必要性的意义。
[Abstract]:In recent years, the words "grassroots" and "counterattack" have repeatedly appeared, and the representative of these words appears in front of people as a kind of "inferior person".Many enterprises through the "inferior person" posture, surging into the consumer market, with the simplest "miserably" to win the sympathy of consumers, greatly improve their attention.Shunfeng small brother was beaten in the incident, Shunfeng Group quickly used the hard work of the beat brother, will become a "inferior person."Just a few hours, Weibo hot search, Tencent News, Sina News and other media enthusiastically reported that the rapid spread of the public, Shunfeng Group sat to reap the benefits of fishing.There is always a high degree of sympathy for these "disadvantaged" events, such as the tragic past of draft shows and the Gatopol Wang Laoji's Century lawsuit.In all these cases, people tend to be more vulnerable to competition.This support goes beyond expectations, not just verbal support, but real buying for the disadvantaged.At present, in the field of marketing, inferiority is defined as a relatively weak party in the process of competition, and only when two conditions are satisfied can it be defined as inferiority, one is external inferiority, the other is passion and determination.The inferior effect is that consumers are more willing to spread and purchase the products and services of the inferior enterprises.Enterprises habitually propagate brand biographies of inferiority orientation and stimulate consumers to purchase, thus inducing inferior person effect to occur.But this kind of inferior person effect under the transmission and the purchase has the condition.Consumers have different attitudes when buying products.This paper finds that the occurrence of the inferior effect will be affected by the product type.Therefore, in the first experiment, we find that the product type adjusts the purchase intention under the inferior position, in which the social identification product can promote the inferior person effect, but the utility product can not help the inferior person effect to happen.And the level of brand status can affect the degree of product value expression.In experiment two, we found that brand status can affect the purchase willingness of product types to position inferior people, and that the inferior person effect will only occur on high brand status social identity products.This study proves that the category of products under brand status can be used as the boundary condition for the study of inferior person effect.And for the follow-up study, the significance of the necessity of controlling the product dimension is clarified.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274
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本文编号：1730027