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关注特性的变化:品牌转的一种机制
其他题名Valued Attributes Changing: A Mechanism of Brand Switch
丁夏齐
学位类型博士
导师马谋超 ; 张侃
2004-05
学位授予单位中国科学院研究生院
学位授予地点北京
学位专业应用心理学
关键词品牌忠诚 品牌转换 关注特性 IDB
摘要

    品牌转换是由于消费者对特定品牌的忠诚消退,而导致的产品选择结果的改变。传统上,以决策规则改变来解释品牌转换的内在机制。由于消费者改变其决策规则的可能性并不大,因此,解释效力不高。
    关注特性是消费者认为对产品选择有重要价值,因而被用于其购买决策的产品属性。这些产品属性作为购买决策规则的操作对象,组成了有限元素且按权重排序的集合,并对决策结果产生影响。关注特性经常发生改变,并体现在消费者信息检索行为上。
    本研究采用信息呈现矩阵(Information Display Board, IDB)这种过程追踪的实验方法,在可能导致品牌转换的情景下,通过探查消费者检索产品属性信息的过程,发现:
    1.品牌转换时,消费者的关注特性发生了变化。
    2.关注特性的变化,体现为关注特性集合中,组成元素的改变和元素间权重序关系的改变。
    3.品牌间非关注特性的差异发生显著改变,将使其对决策的重要性提高,成为关注特性。
    此外,研究还探查了消费者产品知识和卷入度对关注特性变化及品牌转换的影响。
    研究结果表明,关注特性的变化,导致消费者产品选择结果的改变。这是品牌转换的一种内在机制。由于品牌转换是一种购买决策,因此这一结论可用于解释一般情境下,产品选择改变的机制。

其他摘要

    When the loyalty to a brand is fading away, people may buy other brands, as is called brand switch and is the result of consumer's choice. Researchers contended that the shift of decision rules caused brand switch. But there are evidences that consumer change their decision rules infrequently. Thus, the shift of decision rules can't explain the mechanism of brand switch well.
    The valued attributes are product attributes that consumer perceived to be important and valuable to make a choice. These valued attributes constitute a set with limited elements, ranking by their weights and are operated by the decision rules when consumers make their buying decision. This set may be changed, which can be detected by tracing the consumer's information acquisition.
    In this study, IDB (Information Display Board) was employed to trace the process of consumer's information acquisition when brand switch occurred. The results showed that:
    1.When brand switch occurred, the valued-attribute set of consumer's was changed.
    2.There were two kinds of changing patterns for the valued-attribute set: the changing of components or ranking order.
    3.The nonvalued attributes could turn into valued attributes when the difference between brands became significant.
    The influences of product knowledge and involvement to the valued-attribute set and brand switch were also examined.
    It was concluded that consumers who were loyal to a brand chose other brands with the valued-attribute set changing. It was a way which brand switch occurred through more often and can be used to explain the mechanism of product choice.

学科领域心理学
语种中文
文献类型学位论文
条目标识符http://ir.psych.ac.cn/handle/311026/21809
专题社会与工程心理学研究室
作者单位中国科学院心理研究所
推荐引用方式
GB/T 7714
丁夏齐. 关注特性的变化:品牌转的一种机制[D]. 北京. 中国科学院研究生院,2004.
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