品牌个性消费者自我形象和购买意愿关联性实证研究.docVIP

品牌个性消费者自我形象和购买意愿关联性实证研究 　　[摘要]国内外的相关研究显示，若是品牌形象与消费者的自我形象达成一致时，消费者会有较高的购买意愿。这些研究大部分都是针对一些涉入程度较低的产品，例如手表、电池或手机等，而对于涉入程度较高的产品，则较缺乏相关的研究验证。文章将焦点放在汽车产品上，以探讨汽车广告中的品牌个性、消费者自我形象以及其购买意愿三者间的关联。结果发现，当品牌个性与消费者真实自我形象之一致性程度愈高时，消费者的购买意愿也会随之愈高；品牌个性与消费者理想自我形象之一致性程度愈高时，消费者的购买意愿同样也会愈高。 　　[关键词]品牌个性；消费者自我形象；购买意愿 　　[中图分类号]F270.7 [文献标识码]A[文章编号] 1002-736X(2008)09-0062-04 　　 　　On the Relations Among Brand Characteristic, Consumer Self-Concept and Purchase Intention 　　―A Case Study of Automobile Industry in Taibei 　　Zhu Zhenghao 1, Matthew Tingchi Liu 2, Zhang Han 3 　　(1. School of International Exchange, Zhejiang Business Technology Institute, Ningbo, Zhejiang 315012; 2. Department of Management and Marketing, University of Macau, Macau, 999078) 　　 　　Abstract:Proven by previous researches domestic and abroad, consumers have higher purchase intention when brand image and consumers self-concept become consistent. Without focusing on high-involved products, low-involved products such as watch, battery, and mobile phones were chosen as objectives of these empirical studies. This research emphasized on vehicle product and discussed the relations among brand characteristic, consumer self-concept, and purchase intention in vehicle AD. The results indicated that the higher the relation between brand characteristic and real (also ideal) consumer self-concept is, the higher purchase intention consumers had. The brand characteristic and consumer self-concept do affect consumers’ purchasing intention to vehicle products. 　　Key words:brand characteristic; consumer self-concept; purchase intention 　　 　　一、品牌个性的相关理论 　　 　　1．品牌个性的定义。Aaker（1997）将品牌个性定义为跟品牌有关的一些人性特质。Plummer（1985）则认为所谓的品牌个性如人的个性，具有独特性。品牌个性和人的个性最大差异点则在于两者的来源不同。人格形成原因来自于文化、社会阶层、家庭、态度与信念等。品牌人格的形成，则是通过消费者与品牌直接或间接的接触而来（Plummer， 1985）。也就是说，品牌个性的意义是与品牌有关的个性特质。因此，我们可以得知，品牌个性就是一组有关品牌的个性特质之组合，而品牌个性的形塑则可能来自消费者与品牌直接或间接接触所形成的观点、消费者对产品相关属性的联想或是各种广告所传达的讯息等。 　　2．品牌个性的维度及衡量。品牌可以被建构成具有人格化的个性与特色。所谓的品牌人格是指“一组能够使消费者联想到品牌的人格特质”。品牌人格的形成是由消费者与品牌直接或间接的