【摘要】： 本研究從心理學(xué)的視角出發(fā),來(lái)探究中國(guó)市場(chǎng)消費(fèi)者對(duì)于國(guó)內(nèi)外的電視機(jī)質(zhì)量的內(nèi)隱社會(huì)認(rèn)知態(tài)度,并運(yùn)用IAT測(cè)試出消費(fèi)者對(duì)國(guó)內(nèi)外電視機(jī)質(zhì)量的內(nèi)隱性刻板印象影響因素。研究從消費(fèi)者對(duì)國(guó)內(nèi)外電視機(jī)品牌存在著“國(guó)外電視機(jī)品牌質(zhì)量好,價(jià)位高”的內(nèi)隱刻板印象這個(gè)假設(shè),來(lái)探討隨著近些年來(lái)我國(guó)國(guó)內(nèi)電視機(jī)銷量的急升,國(guó)人對(duì)國(guó)內(nèi)電視機(jī)的質(zhì)量與品牌信譽(yù)度是否普及?探討國(guó)人對(duì)國(guó)內(nèi)電視機(jī)的質(zhì)量、品牌信譽(yù)度以及內(nèi)隱印象改觀等的情況。 本研究遵循IAT實(shí)驗(yàn)程序,在實(shí)驗(yàn)中采用2×2×3三因素被試間實(shí)驗(yàn)設(shè)計(jì),自變量為被試性別(男性vs女性)、被試年齡組(中年組vs青年組)和被試家庭收入(1500元以下、1500～3000元、3000元以上),因變量為IAT效應(yīng)值。實(shí)驗(yàn)研究結(jié)果表明: 1.中年組被試存在對(duì)電視機(jī)品牌質(zhì)量?jī)?nèi)隱刻板印象,即認(rèn)為國(guó)外品牌電視機(jī)比國(guó)內(nèi)品牌電視機(jī)質(zhì)量好。 2.青年組被試不存在對(duì)電視機(jī)品牌質(zhì)量?jī)?nèi)隱刻板印象,即認(rèn)為國(guó)內(nèi)品牌電視機(jī)質(zhì)量和國(guó)外品牌電視機(jī)質(zhì)量無(wú)顯著差異。 3.被試的家庭收入因素對(duì)形成電視機(jī)品牌質(zhì)量刻板印象并無(wú)顯著影響。 4.被試性別因素對(duì)形成電視機(jī)品牌質(zhì)量?jī)?nèi)隱刻板印象無(wú)顯著影響。
[Abstract]:From the perspective of psychology, this study explores the implicit social cognition attitude of Chinese market consumers towards TV quality at home and abroad, and uses IAT to test the influencing factors of consumers' implicit stereotypical impression on TV quality at home and abroad. Based on the assumption that domestic and foreign TV brands have the implicit stereotype of "foreign TV brands with good quality and high price", the study explores the rapid increase in domestic TV sales in China in recent years. Is the quality and brand reputation of Chinese TV sets popularized? To explore the quality of domestic television, brand reputation and implicit impression changes. This study follows the IAT experimental procedure and adopts 2 脳 2 脳 3 three-factor experimental design in the experiment. The independent variables were sex (male vs female), age group (middle age group, vs youth group) and household income (less than 1500 yuan). The dependent variable was IAT effect value. The experimental results show that: 1. The middle age group had implicit stereotype of TV brand quality, that is, foreign brand TV had better quality than domestic brand TV. 2. There was no implicit stereotype of TV brand quality in youth group, that is, there was no significant difference between domestic brand TV quality and foreign brand TV quality. 3. The factors of household income had no significant effect on the quality stereotype of TV brand. 4. 4. Gender factors had no significant effect on the formation of implicit stereotype of TV brand quality.
【學(xué)位授予單位】：東北師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：B842

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 王少軍;大學(xué)生對(duì)筆記本電腦產(chǎn)地刻板印象的實(shí)驗(yàn)研究[D];安徽師范大學(xué);2010年

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本文編號(hào)：2246181