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为了探讨规避群体对品牌规避的影响,采用实证研究方法,构建理论模型并进行假设检验.通过问卷调查收集数据,运用SPSS和AMOS统计软件分析数据.结果表明:规避群体显著正向影响品牌规避;规避群体正向影响消费者的非理想自我一致性,负向影响消费者的自我-品牌联结;非理想自我一致性是规避群体和自我-品牌联结的完全中介变量,自我-品牌联结是非理想自我一致性和品牌规避的部分中介变量;品牌涉入负向调节规避群体与品牌规避之间的关系及规避群体与非理想自我一致性之间的关系.
In order to explore the evasion effect of avoiding evasion of the group on the brand, the empirical research method is used to construct the theoretical model and test the hypothesis.The data are collected through the questionnaire survey, and the data are analyzed by SPSS and AMOS statistical software.The results show that: The avoidance group positively affects the consumer’s non-ideal self-consistency and negatively affects the consumer’s self-brand connection. The non-ideal self-consistency is a complete mediating variable that circumvents group and self-brand connection. The self-brand connection is non-ideal self Consistency and brand avoidance; the relationship between the brand involvement of the negative regulation avoidance group and the brand avoidance and the avoidance of the relationship between group and non-ideal self consistency.