唯男子与小物可诱也?品牌名称暗示性对消费者决策的影响研究

Research on Effect of Brand Name Suggestiveness upon Consumer's Decision-Making:Only Male Customers and Small Items Easily Tempted?

中文关键词:  暗示性品牌名称  消费者性别  消费者介入度  品牌信任  品牌情感  消费者决策

英文关键词:brand name suggestiveness  consumer gender, consumer involvement  brand trust  brand affect  consumer decision-making

中文摘要:

      随着市场经济环境下越来越多品牌的相互竞争,作为品牌第一要素的品牌名称备受关注。以暗示性品牌名称为切入点,借鉴国内外已有的关于暗示性品牌名称对消费者决策影响的研究成果,基于关联网络理论和精细加工模型,将消费者性别和消费者介入度两个变量引入至暗示性品牌名称的研究。实验研究结果表明,品牌名称暗示性会与性别、介入度等产生交互作用,影响消费者的品牌信任、品牌评价、品牌情感和购买意向。相对于非暗示性的品牌名称,男性消费者更容易对暗示性的品牌名称产生正面的品牌信任和品牌情感,以及较高的品牌评价和购买意向,而品牌名称暗示性对女性消费者不会产生显著影响。相对于高介入度产品,低介入度产品的暗示性品牌名称更容易对消费者的品牌评价、品牌情感和购买意向产生显著影响。此外,还验证了品牌信任的中介变量作用。这一方面完善了暗示性品牌名称这一领域的研究,充实了有关性别及消费者介入度作为消费者决策调节变量的研究；另一方面也为企业根据消费者不同性别及不同介入度,选择合适的品牌命名策略及实施有效的品牌战略提供了借鉴。

英文摘要:

      Under market economy, along with more and more inter-competition among brands, the brand name has received much attention as the first element of brand. Based on associative network theory and Elaborate Likelihood Model (ELM), this paper starts with brand name suggestiveness and introduces the two variables including consumer gender and consumer involvement into the research on brand name suggestiveness with reference to the available literature research home and abroad on the effect of brand name suggestiveness upon consumer decision-making. The experimental study results show the interaction effect between brand name suggestiveness and gender as well as between brand name suggestiveness and involvement, which affects consumer's brand trust, brand evaluation, brand emotion and purchase intention. Compared with non-suggestive brand name, a suggestive brand name can generate more trust and positive emotion, more favorable brand evaluation and much higher purchase intention especially to male consumers. However, to female consumers, brand name suggestiveness would have no significant influence. Moreover, compared to high-involvement products, low-involvement products with brand name suggestiveness would be more likely to have significant influence on brand evaluation, brand emotion and purchase intention. Therefore, for female consumers and high-involvement products, suggestive brand name and non-suggestive brand name make no difference. Besides, there is also strong evidence in terms of the mediating effect of consumer's brand trust. On one hand, this paper improves the study in the field of brand name suggestiveness, which enriches the research with gender and involvement respectively as a moderating variant in customer's decision-making. On the other hand, this research also provides some reference to enterprises in choosing an appropriate brand name strategy and executing effective brand strategy based on customer's different gender and involvement.