品牌表现评价反应时与关注特性的关系
其他题名The Relationship Between Regarded Attributes and the Reaction Time of Brand Performance Rating
叶剑锋
学位类型硕士
导师王詠
2008-01-03
学位授予单位中国科学院心理研究所
学位授予地点心理研究所
关键词关注特性 品牌表现评价 反应时
摘要消费者决策一直是消费者研究领域中一个很受关注且重要的问题。当下,中国已进入品牌消费与品牌建设的时代,但许多厂商对品牌关注特性的理解依然不到位,还存在“得奖的产品不一定畅销,畅销的产品不一定得奖”的怪现象。同时,国内关于品牌与消费者关系的实证研究还比较少。 传统的消费者心理的研究采用的主要是问卷调查、深度访谈、小组座谈等方法,而认知心理学上的内隐认知研究已经揭示了外显记忆的局限性。传统自我报告法中的回忆、再认都有其局限性;另一方面,无意识认知与内隐认知也会影响消费者的品牌评价,这对传统研究方法的精细程度提出了质疑。反应时不但是一种能够反映“测试公平性”的有效方法,而且能够揭示内隐认知的内容。本研究试图通过对3个城市360名被试的问卷调查和反应时测查,探讨通过品牌表现评价反应时方法来测查关注特性的有效性,以克服传统研究方法的局限性。 本实验的有效样本为352个,通过SPSS软件进行分析统计,数据统计结果显示,在品牌表现评价反应时与其重要性问卷评定结果的相关系数的检验中,并未发现品牌表现评价反应时与品牌属性重要性评定结果之间的显著相关;将由问卷重要性评价最高标准所得到的关键属性与通过品牌表现评价反应时最短的标准所选取的关键属性的品牌表现分别对消费者的总体评价结果(如“总体满意度”、“主观质量”、“推荐意向”)进行回归分析,发现通过品牌表现评价反应时方法选取的特殊关键属性(与问卷重要性评定法选取不一致的关键属性)的品牌表现对总体评价结果的回归系数显著,而重要性评定问卷法选取的特殊关键属性(与品牌表现评价反应时法选取的不一致的关键属性)的品牌表现对总体评价结果回归系数不显著。 本研究的主要结论为: (1)品牌表现评价的反应时方法可用来提取关注特性; (2)品牌表现评价反应时方法提取关注特性比重要性评定问卷法更精确有效; (3)消费者心目中的品牌核心联想包含消费决策过程中的关注特性。
其他摘要The decision making of customers has been a great concern in the field of customer research. Although China has entered the era of brand consumption and development, due to the different understanding of the regarded attributes between companies and customers, the phenomenon of “The awarded products don’t sell well, but the products which sell well can’t get the award.” appears. At the same time there is little research on the relationship between the brand and the customers has been conducted in China now. Traditional research on customer psychology employ questionnaires, depth interview and group discussions as the major methods. In cognitive psychology, the limitation of explicit memory has been revealed by implicit memory; moreover, unconscious cognition and implicit memory can also influence customers' remark of the brand. Therefore, the traditional methods are not accurate enough. Reaction time is an effective way to reveal testing equality, and it can also reveal implicit cognition. Based on the researches intends to investigate the validity of attention attributes in the method of reaction time by questionnaires and time reaction testing of 360 customers in 3 cities, which may, probably, overcomes the limitation of the traditional research methods. The 352 valid samples were analyzed by SPSS. The results showed there was no distinct corresponding relationship between the product attributes and reaction time. The different key attributes from questionnaire importance rating and the shortest reaction time standards were used to regressively analyze the results of customers’ overall rating (such as overall satisfaction,objective quality, recommend intention).The results indicated that the coefficiency of regression of the special attributes chosen from reaction time to overall rating was distinct, while the coefficiency of the special attributes chosen from importance rating to overall rating was not. The main conclusions are: 1. Regarded attributes can be obtained by the reaction time of brand performance rating. 2. Regarded attributes obtained by the reaction time of brand performance rating are more accurate than those by importance rating questionnaires. 3. The brand’s core attributes should includes regarded attributes during the decision making process.
页数63
语种中文
文献类型学位论文
条目标识符http://ir.psych.ac.cn/handle/311026/4396
专题中国科学院心理研究所回溯数据库(1956-2010)
推荐引用方式
GB/T 7714
叶剑锋. 品牌表现评价反应时与关注特性的关系[D]. 心理研究所. 中国科学院心理研究所,2008.
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