【摘要】： 消費者品牌選擇對于企業(yè)營銷者來說具有非常實際的意義,其選擇結(jié)果取決于選擇情境。而中國消費者的品牌選擇行為受群體的影響巨大,更關(guān)注個人消費的社會群體效應(yīng),具有很強的面子情結(jié),在禮品消費市場尤為突出。而不同自我監(jiān)控水平的消費者對于面子消費的關(guān)注程度有所不同。本研究借鑒消費者行為研究中的心理學(xué)實驗法,探討情境對于不同自我監(jiān)控水平的中國消費者品牌選擇行為的影響。研究主要采用理論分析和實證研究相結(jié)合的方法,在文獻研究和預(yù)測試的基礎(chǔ)上分析了年輕消費者對于珠寶首飾行業(yè)某些品牌的價值感知和熟悉程度,從中挑選出主實驗的刺激品牌。并進一步構(gòu)造了主實驗的購物情境,通過組間實驗設(shè)計測量了年輕消費者在不同禮品購買情境中的品牌選擇行為。 研究得出如下結(jié)論:(1)是否有人員陪同對中國消費者品牌選擇的沒有顯著影響;(2)所購買禮品的受禮對象對于中國消費者品牌選擇有顯著影響;(3)自我監(jiān)控水平對社會可見度不同的情境中的品牌選擇行為有顯著影響。
[Abstract]:Consumer brand selection is of practical significance to enterprise marketers, and the choice result depends on the selection situation. However, the brand choice behavior of Chinese consumers is greatly influenced by the group, which pays more attention to the social group effect of personal consumption, and has a strong face complex, especially in the gift consumption market. Different self-monitoring level of consumers on the face of different levels of attention. Based on the psychological experimental method of consumer behavior research, this study explores the influence of situation on Chinese consumer brand selection behavior with different levels of self-monitoring. The research mainly adopts the method of combining theoretical analysis and empirical research, on the basis of literature research and pre-test, analyzes the value perception and familiarity of young consumers for some brands in jewelry industry. Pick out the stimulus brand of the main experiment. Furthermore, the shopping situation of the main experiment was constructed, and the brand selection behavior of young consumers in different gift purchase situations was measured through the design of inter-group experiments. The conclusions are as follows: (1) there is no significant influence on the brand selection of Chinese consumers; (2) the recipient of the gift has a significant impact on the brand choice of Chinese consumers; (3) the level of self-monitoring has a significant impact on the society. Brand selection behavior in different visibility situations has a significant impact.
【學(xué)位授予單位】：中山大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F274;F407.8;F224

【引證文獻】

相關(guān)期刊論文 前1條

1 裴璐;竇斌;;人格與情境的交互作用對行為的影響[J];巴音郭楞職業(yè)技術(shù)學(xué)院學(xué)報;2012年01期

相關(guān)碩士學(xué)位論文 前1條

1 過琳;基于不同監(jiān)控水平的大學(xué)生消費者其品牌態(tài)度的實驗研究[D];南京師范大學(xué);2011年

，

本文編號：2279682