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论文编号：	9390
作者编号：	1120140805
上传时间：	2017/6/21 8:55:42
中文题目：	商标标识形状对消费者购买意向影响的心理机制研究 ——加工流畅性视角
英文题目：	Study on the Psychological Mechanism of Brand Logo Shape to Consumers'''' Purchase Intention：Based on the Processing Fluency
指导老师：	李东进
中文关键字：	商标标识形状；视觉营销；知觉流畅性；心理意象；调节匹配；
英文关键字：	Logo; Sensory Marketing; Perceptual Fluency; Mental Imagery; Regulatory Fit
中文摘要：	感官刺激信息以及所代表的象征意义，可有效改变消费个体的态度和行为。视觉刺激能显著提高消费个体的积极情感反应。对象形语义书写体系国家的消费者个体而言，视觉刺激的影响大于语音语言体系的国家的消费者个体。因此，在我国开展视觉营销研究，探析商标标识形状对消费者行为的影响，意义十分重大。本文针对当前研究视角单一，程度较浅，对商品标识形状象征意义的边界条件，缺乏关注和准确界定，对商标标识形状影响消费决策的心理机制，研究不够深入的特点，综合运用感官营销、心理意象、调节匹配、加工流畅性等基本理论方法，对商品标识形状和消费行为之间的关系进行了系统研究，构建了多变量的理论框架体系，并进行了实验验证，结论如下： （1）提出了加强商标视觉营销研究的新思路。在总结国内外研究现状的基础上，从认知心理的角度，深入分析研究商标视觉营销的原理和机制。提出了研究新思路：基于心理意象理论和感官营销理论，探讨分析了商标标识形状的象征意义；针对个体特质，分析不同特质的个体，对商标标识不同形状的心理反应和行为态度；基于调节匹配理论，分析不同类型的广告信息，对不同特质的个体和不同形状的商标标识之间关系的再调节作用；基于加工流畅性理论，探讨上述因素之间相互的中介作用，确定影响个体知觉加工流畅性的调节因素。 （2）构建了商标标识形状与消费者的行为反应之间的多变量理论框架。综合考虑商品广告的信息框架、信息调节聚焦和品牌类型，个体的调节聚焦、自我建构、解释水平、结构化需求以及知觉的流畅性，从自变量、因变量、调节变量、调节的调节变量、中介变量、中介的调节变量等多角度出发，全面分析商标标识形状与消费者的行为反应之间的关系，构建了较为完整的多变量理论框架。 （3）实验验证了多变量理论框架的有效性和实用性。采用实验法，设计调查问卷，统计分析数据，验证了理论框架的有效性。结论如下：1.个体的身份角色影响商标标识的形状效应，社会身份角色偏爱圆形商标，自我身份角色偏爱方形商标；2.个体的调节聚焦影响商标标识形状的效应，促进型聚焦的个体倾向于购买方形商标标识形状的产品，预防型聚焦的个体倾向于圆形商标标识形状的产品。3.知觉流畅性可显著中介个体的调节聚焦对商标标识形状效应的调节作用。4.个体的调节聚焦对商标标识形状效应的调节作用，可被其广告信息框架再调节。收益型框架下，个体促进聚焦的调节作用显著，损失框架下，个体预防聚焦的调节作用显著。知觉流畅性中介信息调节聚焦的再调节作用。5. 个体的自我建构影响商标标识形状的效应，独立型自我的个体对方形标识形状的产品评价态度较高，依存型自我的个体则对圆形标识形状的产品评价态度较高。6. 知觉流畅性中介个体自我建构对商标标识形状的效应的调节作用。7.广告信息聚焦对自我建构对商标标识形状的效应的调节作用再调节，促进聚焦信息时，独立型自我建构调节作用显著，预防聚焦信息时，依存型自我建构调节作用显著。这种再调节作用可以被知觉流畅性中介。8.品牌类型可调节商标标识形状的效应，对于力量型品牌，消费者倾向于购买方形商标标识形状的产品。对于温柔型品牌，消费者则倾向于圆形商标标识形状的产品。9.品牌类型的调节效应可被知觉流畅性中介。10.调节知觉流畅性中介的研究结果表明：知觉流畅性对商标标识形状与消费者的行为反应的中介作用，受个体解释水平高低和个体结构化需求的调节。解释水平低，知觉流畅性中介效应不显著。解释水平高时，知觉流畅性可有效中介；个体结构化需求高时，知觉流畅性的中介效应显著，个体结构化需求低时，知觉流畅性的中介效应不显著。 本文通过分析商标标识形状对消费行为的具体影响，确定知觉流畅性的中介作用和相关调节变量之间的关系，弥补了以往缺乏商标标识形状研究整体框架、缺少心理机制探讨的不足，为全面、有效提升商标标识视觉营销的沟通效果提供了理论依据。
英文摘要：	At present, each individual is the recipient and interpreter of the information, and is surrounded by a variety of sensory stimulus factor all the time. The information themselves and their symbolic meaning can make the individual’s attitude and behavior change unconsciously, and the amount of visual stimulus accounts for more than 80% of the total amount of sensory stimulus information. The symbolic meaning of visual factors can significantly improve the positive emotional response of consumers, and the influence of visual stimulus factors on the consumer of pictographicsemantic writing system is greater than that of the phonological system, therefore, it is very important for Chinese enterprises to attach importance to visual marketing. Brand logo design is an important part of enterprise visual marketing strategy, which includes brand name, logo shape, color collocation, word fonts and other specific elements, the brand name and color collocation, etc, have got a lot of research results, and the study on logo shape has just started in China, so there are still many deficiencies in this area. First of all, the current research perspective is single, scattered and lack of a complete model; secondly, the current research has not explored and analyzed the boundary conditions of symbolic meaning of logo shape, namely, has not paid attention to some variables, which may have an impact on the logo; finally, it is not deep enough for the study of psychological mechanism of logo shape. The communication effect of visual stimulus depends on two aspects: the speed and accuracy of information processing in the human brain, as well as the difficulty of subjective experience of the individual during information processing. Processing fluency is a kind of very comfortableand smooth individual experience during processing the characteristic information of stimulus information. Then the stimulus information with high fluency will form consumer’s positive attitude and improve consumer’s behavior intention. Therefore, this study starts from the characteristics of logo shape and from the perspective of processing fluency and its initiation to emotion, to analyze the attitude and behavior response of different consumers in the face of different logo shape and different advertising information. This study involves the variables of affecting logo shape and effect, which can be divided into two categories, one is the individual characteristics variables, including individual self-construction, individual uniqueness needs, individual regulatory focus, individual interpretation level and individual structural demand, the other is situational variables, including the information framework, brand type and information regulatory focus. This study is based on the relationship among logo shape, the above regulatory variables and perceptual fluency, to divide the variables into two categories, one regulates the intermediary ofperceptual fluency, and the other is regulated variables intermediated by perceptual fluency. Based on this, a complete theoretical framework is proposed and verified by experiment. The results of regulated variables intermediated by perceptual fluency show that, first, when the individual is independent self, will have higher evaluation attitude to the product with square logo shape, however, when the individual is dependent self, will higher evaluation attitude to the product with circular logo shape; perceptualfluency intermediates the regulating effect of individual’s self-construction to the relationship between logo shape and individual’s attitude to product. Second, advertising information focus re-regulates the regulating effect of self-construction to the relationship between logo shape and individual’s attitude to product, perceptualfluency intermediates the re-regulation of advertising information focus’s regulating effect to self-construction. Third, when the uniqueness need is high,the individual will have strong purchase intention to the product with square logo shape, and when the belongingness need is high, the individual will have strong purchase intention to the product with circular logo shape. Fourth, when the individual is promotion focus, will have strong purchase intention to the product with square logo shape, and when the individual is prevention focus, will have strong purchase intention to the product with circular logo shape; perceptual fluency intermediates the regulating effect of individual’s regulatory focus to the relationship between logo shape and individual’s behavior response to product. Fifth,advertising information framework re-regulates the regulating effect of individual’s regulated focus to the relationship between logo shape and consumer’s purchase intention, perceptualfluency intermediates re-regulation of information framework to the regulating effect of individual’s regulatory focus. Finally, when the brand is a powerful brand, the consumer will have strong purchase intention to the product with square logo shape, and when the brand is gentle brand, the consumer will have strong purchase intention to the product with circular logo shape;perceptualfluency intermediates the regulating effect of brand type to the relationship between logo shape and individual’s behavior response to product. The results of regulating perceptual fluency intermediary show that, first, the intermediary effect of perceptual fluency to the relationship between logo shape and individual’s behavior response to the product is regulated by the level of individual interpretation, when the level is relatively low,perceptual fluency does not intermediate the relationship between logo shape and individual’s behavior response to the product, when the level is relatively high,perceptual fluency intermediates the relationship between logo shape and individual’s behavior response to the product. Second, the intermediary effect ofperceptual fluency to the relationship between logo shape and individual’s behavior response to the product is regulated by the level of individual structural demand, when the level is relatively low, perceptual fluency does not intermediate the relationship between logo shape and individual’s behavior response to the product, when the level is relatively high,perceptual fluency intermediates the relationship between logo shape and individual’s behavior response to the product. This study uses experiment method to explore and analyze the influence of logo shape on consumers, as well as the relationship between the intermediary effect of perceptual fluency and relevant regulated variables, which makes up the past deficiencies of lack of overall framework of logo shape and lack of psychological mechanism exploration, and provides new ideas for how to better improve the communication effect of visual marketing.
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