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基于社会身份的消费者行为研究是社会学、心理学和营销学融合视角的新兴领域,社会身份对品牌评价具有影响,但这种影响存在作用条件.通过对社会身份、品牌评价、产品涉入度,动机等核心概念进行梳理研究,利用实验法实证研究了社会身份对品牌评价的作用关系,并引入产品涉入度作为调节变量,动机作为中介变量.研究结果发现,社会身份的激发可以显著提高消费者的品牌评价,且产品涉入度越高,显著性越大,产品涉入度低,则提高作用不显著.动机在社会身份和品牌评价关系中具有部分中介作用.
Research on consumer behavior based on social identity is an emerging field of sociology, psychology and marketing integration perspective, social identity has an impact on brand evaluation, but this effect exists the role of the conditions.Through social identity, brand evaluation, product involvement Degree and motivation of the core concepts of combing research, the use of empirical research empirical study of the social status of the role of brand evaluation, and the introduction of product involvement as a regulatory variable, motivation as a mediator variable.The findings showed that social identity can be significantly inspired Improve brand evaluation of consumers, and the higher the degree of product involvement, the greater the significance, and the lower the product involvement, the less significant the improvement is. The motivation has a partial mediating role in the relationship between social identity and brand evaluation.