联系我们

论文查询结果	返回搜索

论文编号：	11865
作者编号：	2120182980
上传时间：	2020/6/23 9:55:35
中文题目：	拟人化品牌形象与时间距离匹配对消费者购买意愿影响研究
英文题目：	The Effect of the Matching of Anthropomorphic Brand Image and Temporal Distance on Consumers’ Purchase Intention
指导老师：	杜建刚
中文关键字：	品牌拟人化；时间距离；购买意愿；产品质量感知；刻板印象内容模型
英文关键字：	brand anthropomorphism; temporal distance; purchase intention; perceived product quality; stereotype content model
中文摘要：	现实生活中，我们经常会面临着不同的消费决策情境。各种各样的选择和决策充斥着我们的生活，我们有时需要为当下而做出选择，有时也需要为明天、下个月或者明年的未雨绸缪而做出选择。拟人化作为一种企业常用的营销手段，对消费者的选择和决策有重要影响。但消费者在现实生活中经常会面临一个问题：做出决策时间和决策结果时间的分离。拟人化作为企业常用的一种营销策略，研究拟人化在不同时间距离情境下如何应用具有重要意义，对企业实践也有一定的指导价值。 现有研究主要从拟人化的有无视角讨论了拟人化对消费者行为的影响。Delbaere（2011）的研究发现品牌拟人化有助于增加品牌的亲和力，从而引发消费者的积极情绪和更加有利的品牌个性归因。Puzakova等（2013）的研究发现，与非拟人化品牌相比，人们对犯错的拟人化品牌会有更加负面的评价。拟人化能够对消费者心理和行为产生不同的影响，但活泼可爱的M&M豆、亲切的麦当劳叔叔和作为清洁专家的威猛先生所表现的拟人化品牌形象是不同的，本研究拟探讨消费者对这两种拟人化品牌形象是否同样偏爱,有哪些因素导致了拟人化形象所产生的影响不同。 时间距离作为一个特殊的心理变量，是个体对未来事件发生的时间远近的一种知觉，时间距离的远近经常会决定我们选择的方向。时间解释理论认为人们倾向于使用反映事件内涵的一般的、核心的、去背景化特征对远期事件进行解释（即高水平解释），使用偶然的、外围的、背景化特征来对近期事件进行解释（即低水平解释）。根据解释水平理论，时间距离能够对于消费者对目标对象的心理解释水平产生影响，并通过解释水平进而影响消费者对产品的评价、选择偏好与行为决策（Trope et al，2010）。 本研究基于刻板印象内容模型，将拟人化品牌形象划分为两种类型：温暖型和能力型。研究这两种不同的拟人化品牌形象在不同的时间距离情境下对消费者购买意愿的影响，并且探讨了这一效应存在的机制。文章通过梳理品牌拟人化、时间距离、购买意愿和产品质量感知的相关文献，基于刻板印象内容模型和认知—情感理论等相关理论，确定了本研究的假设和理论模型。通过三个实验的设计，分别检验拟人化品牌形象和时间距离匹配的主效应，以及产品质量感知对这一主效应的中介效应。本研究通过问卷法进行数据收集，运用SPSS对收集到的数据进行描述性统计、t检验、方差分析、回归分析，进而对研究假设进行检验。 结果发现：（1）拟人化品牌形象（温暖型vs.能力型）和时间距离（近期将来vs.远期将来）的匹配能够促进消费者的购买意愿。温暖型拟人化品牌形象和近期将来的匹配更加能够促进消费者的购买意愿；能力型拟人化品牌形象和远期将来的匹配更加能够促进消费者的购买意愿。（2）产品质量感知中介了拟人化品牌形象（温暖型vs.能力型）和时间距离（近期将来vs.远期将来）的匹配对消费者购买意愿的影响。温暖型拟人化和近期将来的匹配、能力型拟人化和远期将来的匹配通过提高消费者的产品质量感知，促进了消费者购买意愿的提高。 以上结论阐明了拟人化品牌形象和时间距离对消费者购买意愿的影响以及这一效应存在的中介机制。这一发现在一定程度上丰富了品牌拟人化和时间距离相关领域的研究，并且对企业拟人化形象如何在不同时间距离情境下应用，以及未来的营销管理具有一定的指导意义。
英文摘要：	In real life, we often face different consumption-decision situations. All kinds of choices and decisions fill our lives. Sometimes, we need to make choices for the present, and sometimes for tomorrow, next month or next year. As a common marketing method in enterprises, anthropomorphism has an important influence on consumers’ choice and decision-making. But consumers often face a problem in real life: the separation of decision-making time and decision-result time. As a marketing strategy commonly used in enterprises, it is of great significance to study how anthropomorphism is applied in different temporal distance. And it also has certain guiding value to enterprise practice . The existing research mainly discusses the influence of anthropomorphic “Yes” or “No” on consumer behavior. Delbaere(2011) proves that brand anthropomorphism helps to increase brand affinity, and trigger positive emotions and more favorable brand personality attribution. Puzakova et al(2013) have found that people will have a more negative evaluation of anthropomorphic brands that make mistakes. Anthropomorphism can have different effects on consumer’s psychology and behavior. But comparing lively and lovely M&M beans, friendly McDonald’s uncle and Mr. Wimeng who is a cleaning expert, they show different anthropomorphic brand image. This study explores whether consumers have the same preference for these two kinds of anthropomorphic brand image, and what factors lead to different effects of anthropomorphic image. As a special psychological variable, temporal distance is an individual's perception of the time and distance of future events. Temporal distance often determines the direction we choose. Temporal construal theory suggests that people tend to use general, core, decontextualized features that reflect the content of events to explain long-term events (i.e., high construal level) and to use accidental, peripheral, contextualized features to explain recent events (i.e., low construal level). According to the theory of construal level theory, temporal distance can influence consumers' psychological construal level of target object and systematically influence their subsequent product evaluation, choice and behavior decision(Trope et al,2010). Based on the stereotype content model, this study divides the anthropomorphic brand image into two types: warmth anthropomorphic brand image and competency anthropomorphic brand image. This paper studies the influence of these two different anthropomorphic brand image on consumers' purchase intention in different temporal distance situations, and discusses the mechanism of this effect. By reviewing the relevant literature of brand anthropomorphism, temporal distance, purchase intention and perceived product quality, basing on the relevant theories such as stereotype content model and cognitive-emotion theory, this paper puts forward the hypothesis and theoretical model. Through the design of three experiments, exploring how the matching of anthropomorphic brand image and temporal distance influences consumer’s purchase intention and examines the mediating effect of perceived product quality. This study carried out data collection by questionnaire method, using SPSS to carry out descriptive statistics, t test, analysis of variance, regression analysis to verify the research hypothesis. The results show that: (1) The matching of anthropomorphic brand image and temporal distance can promote consumers' puechase intention. The matching of warmth anthropomorphic brand image and near temporal distance can promote the consumer's purchase intention more. The matching of competency anthropomorphic brand image and far temporal distance can promote the consumer's purchase intention more. (2) Perceived product quality mediates the influence of the matching of anthropomorphic brand image and temporal distance on consumers' purchase intention. The matching of warmth anthropomorphic brand image and near temporal distance, the matching of competency anthropomorphic brand image and far temporal distance can promote consumers' purchase intention by improving consumers' perceived product quality. The above conclusions illustrate the influence of anthropomorphic brand image and temporal distance on consumers' purchase intention and the midiation of this effect. To some extent, this discovery enriches the research in the field of brand anthropomorphism and temporal distance. It also has certain guiding significance for how the enterprise anthropomorphic brand image is applied in different temporal distance , as well as the future marketing management.
查看全文：	预览  下载(下载需要进行登录)