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目前文献较少关注真实消费者与目标消费者不一致的情况下消费者的品牌态度的变化。本文从自我动机的视角探讨非目标消费群体的品牌使用行为对目标消费者品牌态度的影响。实验结果表明:不同类型非目标消费群体的品牌使用行为对目标消费者的品牌态度的影响不一致,这种影响受自我建构的调节。渴望群体的品牌使用行为会提升独立自我目标消费者对品牌评价,但对相依自我消费者的影响有限;规避群体的品牌使用行为会降低相依自我目标消费者对品牌评价,但是对独立自我消费者的影响有限;中性群体会影响相依自我目标消费者通过消费特定品牌来表达群体归属,从而降低对品牌评价。
At present, the literature lacks attention to the change of consumers’ brand attitude under the condition of inconsistency between the real consumer and the target consumer. This article explores the impact of non-target consumer groups’ brand behavior on the target consumer brand attitude from the perspective of self-motivation. The experimental results show that the brand use behaviors of different types of non-target consumer groups have inconsistent effects on the target consumers’ brand attitude, and this influence is regulated by self-construction. Longing for the brand behavior of the group will enhance the self-target self-evaluation of the brand, but it will have a limited impact on the inter-dependent self-consumption; avoiding the group’s brand use will reduce the self-target self-evaluation of the brand, Of the limited impact; neutral group will affect the dependent self-target consumers through the consumption of specific brands to express group ownership, thereby reducing the brand evaluation.