消費者對電視機品牌質(zhì)量內(nèi)隱刻板印象的實驗研究
發(fā)布時間：2018-09-17 14:13
【摘要】： 本研究從心理學的視角出發(fā),來探究中國市場消費者對于國內(nèi)外的電視機質(zhì)量的內(nèi)隱社會認知態(tài)度,并運用IAT測試出消費者對國內(nèi)外電視機質(zhì)量的內(nèi)隱性刻板印象影響因素。研究從消費者對國內(nèi)外電視機品牌存在著“國外電視機品牌質(zhì)量好,價位高”的內(nèi)隱刻板印象這個假設(shè),來探討隨著近些年來我國國內(nèi)電視機銷量的急升,國人對國內(nèi)電視機的質(zhì)量與品牌信譽度是否普及?探討國人對國內(nèi)電視機的質(zhì)量、品牌信譽度以及內(nèi)隱印象改觀等的情況。 本研究遵循IAT實驗程序,在實驗中采用2×2×3三因素被試間實驗設(shè)計,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。實驗研究結(jié)果表明: 1.中年組被試存在對電視機品牌質(zhì)量內(nèi)隱刻板印象,即認為國外品牌電視機比國內(nèi)品牌電視機質(zhì)量好。 2.青年組被試不存在對電視機品牌質(zhì)量內(nèi)隱刻板印象,即認為國內(nèi)品牌電視機質(zhì)量和國外品牌電視機質(zhì)量無顯著差異。 3.被試的家庭收入因素對形成電視機品牌質(zhì)量刻板印象并無顯著影響。 4.被試性別因素對形成電視機品牌質(zhì)量內(nèi)隱刻板印象無顯著影響。
[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.
【學位授予單位】：東北師范大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：B842
本文編號：2246181
[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.
【學位授予單位】：東北師范大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：B842
【引證文獻】
相關(guān)碩士學位論文 前1條
1 王少軍;大學生對筆記本電腦產(chǎn)地刻板印象的實驗研究[D];安徽師范大學;2010年
，本文編號：2246181
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