【摘要】：在i Phone的銷售大獲成功之后,饑餓營銷被越來越多的手機廠商所使用。事實上,這是一種利用產(chǎn)品虛位效應去影響消費者購買行為的營銷策略。企業(yè)利用虛位產(chǎn)品的積極“稀缺效應”,通過制造供不應求的假象,進而提升消費者對虛位產(chǎn)品的感知價值和購買欲望。但隨著對這種營銷方式的逐漸了解,消費者在感知到企業(yè)背后的操縱行為后,會產(chǎn)生一定的心理抗拒。這種抗拒作用會影響消費者的品牌轉(zhuǎn)換意愿。本文通過對國內(nèi)外相關研究的回顧總結(jié),將虛位產(chǎn)品的不可得內(nèi)部性歸因與消費者的勸說知識水平引入到品牌轉(zhuǎn)換的研究中。基于心理抗拒理論的相關內(nèi)容,探討二者對品牌轉(zhuǎn)換意愿的影響機制,并進一步驗證了品牌概念的調(diào)節(jié)作用。在實證過程中,選用實驗法進行研究,以大學生為實驗樣本,利用刺激材料進行研究。本文主要采用調(diào)查問卷的形式進行數(shù)據(jù)收集,利用成熟量表結(jié)合本文具體情況進行修改。最后通過SPSS20.0對收集到的數(shù)據(jù)進行分析。研究結(jié)果發(fā)現(xiàn):(1)不可得內(nèi)部性歸因、勸說知識水平會對品牌轉(zhuǎn)換意愿產(chǎn)生正向影響,操縱意圖推斷在影響過程中起到中介作用。(2)不可得內(nèi)部性歸因、勸說知識水平會顯著影響強迫性感受;強迫性感受會顯著影響品牌感知,但并不顯著影響品牌轉(zhuǎn)換意愿。(3)品牌概念在不可得內(nèi)部性歸因、勸說知識水平對操縱意圖推斷的影響過程中起調(diào)節(jié)作用;品牌概念在不可得內(nèi)部性歸因、勸說知識水平對強迫性感受的影響過程中調(diào)節(jié)作用不顯著。
[Abstract]:Following the success of I Phone sales, hunger marketing has been used by a growing number of mobile phone manufacturers. In fact, this is a marketing strategy that uses the virtual effect of the product to influence consumer buying behavior. By making use of the positive "scarcity effect" of virtual products, enterprises can improve consumers' perceived value and desire to buy virtual products by creating the illusion that supply exceeds supply. However, with the gradual understanding of this marketing method, consumers will have a certain psychological resistance after they perceive the manipulation behind the enterprise. This resistance will affect the consumer's willingness to change the brand. Based on the review of domestic and foreign studies, this paper introduces the inaccessible internal attribution of virtual products and the level of consumer persuasion knowledge into the study of brand transformation. Based on the related content of psychological resistance theory, this paper discusses the influence mechanism of the two factors on the intention of brand transformation, and further verifies the moderating effect of brand concept. In the process of empirical research, the experimental method is selected, and the experimental sample is college students, and the stimulation material is used for the research. This paper mainly adopts the form of questionnaire for data collection, using maturity scale to modify the specific situation of this paper. Finally, the collected data are analyzed by SPSS20.0. The results show that: (1) Internal attribution is not available, persuasive knowledge level will have a positive impact on brand change intention, manipulation intention inference plays an intermediary role in the process of influence. (2) Intra-attribution is not available. Persuasion knowledge level will significantly affect compulsive feelings, compulsive feelings will significantly affect brand perception, but not significantly affect brand transition willingness. (3) the internal attribution of brand concept is not available. Persuasion knowledge level plays a regulatory role in the process of manipulating intention inference, while brand concept is not significant in the process of inaccessible internal attribution and persuasive knowledge level in the process of influencing compulsive feelings.
【學位授予單位】：中國礦業(yè)大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F273.2;F274

【引證文獻】

相關會議論文 前1條

1 梁靜;李晶;;基于消費者說服知識的購買決策行為研究[A];第三屆（2008）中國管理學年會——公共管理分會場論文集[C];2008年

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本文編號：2145833