本文選題：劣勢者效應　切入點：產品種類　出處：《南京大學》2017年碩士論文

【摘要】：近年來,"草根"、"逆襲"這類型的詞語反復出現(xiàn),而這些詞語的代表物則以一種"劣勢者"的姿態(tài)出現(xiàn)在人們面前。不少企業(yè)更是通過"劣勢者"的姿態(tài),洶涌澎湃的進入了消費市場,以最簡單的"賣慘"博取消費者的同情,大幅度提高自身的關注度。順豐小哥被打事件中,順豐集團迅速地利用被打小哥的辛苦努力,將其打造成"劣勢者"。短短幾小時,微博熱搜、騰訊新聞、新浪新聞等多家媒體踴躍報道,在公眾中快速傳播,順豐集團坐收漁翁之利。人們對這些"劣勢者"事件,總是有很高的同情心,如選秀節(jié)目中的悲慘過往、加多寶-王老吉的世紀官司案。這些事件中都會發(fā)現(xiàn),人們都更加傾向于競爭中的弱勢一方。這種支持更是超越了大家的預想,人們不僅只是口頭上的支持,還會為"劣勢者們"進行真實購買。目前,營銷領域上把劣勢者定義為競爭過程中處于相對弱勢的一方,并且只有滿足兩個條件才能定義為劣勢者,一,外部劣勢;二,激情和決心。而劣勢者效應則是消費者更愿意對劣勢者一方的企業(yè)、品牌的產品/服務進行傳播、購買。企業(yè)習慣性地傳播劣勢者定位的品牌傳記,刺激消費者的購買,以此誘發(fā)劣勢者效應發(fā)生。但是這種劣勢者效應下的傳播和購買是具有條件的。消費者在購買產品時,存在態(tài)度差異。本文發(fā)現(xiàn)劣勢者效應的發(fā)生會受到產品種類影響。所以,實驗一中,發(fā)現(xiàn)產品種類調節(jié)作用于劣勢者定位下的購買意愿,其中社會認同產品能促使劣勢者效應的發(fā)生,功利產品則沒辦法幫助劣勢者效應發(fā)生。而品牌地位的高低能影響產品在價值表達上的程度。實驗二,發(fā)現(xiàn)品牌地位能影響產品種類對劣勢者定位的購買意愿水平,并且發(fā)現(xiàn)劣勢者效應只會發(fā)生在高品牌地位的社會認同產品上。本研究通過實證方式,證明了品牌地位作用下產品種類能作為劣勢者效應研究的邊界條件。并且為后續(xù)研究,明確了控制產品維度必要性的意義。
[Abstract]:In recent years, the words "grassroots" and "counterattack" have repeatedly appeared, and the representative of these words appears in front of people as a kind of "inferior person".Many enterprises through the "inferior person" posture, surging into the consumer market, with the simplest "miserably" to win the sympathy of consumers, greatly improve their attention.Shunfeng small brother was beaten in the incident, Shunfeng Group quickly used the hard work of the beat brother, will become a "inferior person."Just a few hours, Weibo hot search, Tencent News, Sina News and other media enthusiastically reported that the rapid spread of the public, Shunfeng Group sat to reap the benefits of fishing.There is always a high degree of sympathy for these "disadvantaged" events, such as the tragic past of draft shows and the Gatopol Wang Laoji's Century lawsuit.In all these cases, people tend to be more vulnerable to competition.This support goes beyond expectations, not just verbal support, but real buying for the disadvantaged.At present, in the field of marketing, inferiority is defined as a relatively weak party in the process of competition, and only when two conditions are satisfied can it be defined as inferiority, one is external inferiority, the other is passion and determination.The inferior effect is that consumers are more willing to spread and purchase the products and services of the inferior enterprises.Enterprises habitually propagate brand biographies of inferiority orientation and stimulate consumers to purchase, thus inducing inferior person effect to occur.But this kind of inferior person effect under the transmission and the purchase has the condition.Consumers have different attitudes when buying products.This paper finds that the occurrence of the inferior effect will be affected by the product type.Therefore, in the first experiment, we find that the product type adjusts the purchase intention under the inferior position, in which the social identification product can promote the inferior person effect, but the utility product can not help the inferior person effect to happen.And the level of brand status can affect the degree of product value expression.In experiment two, we found that brand status can affect the purchase willingness of product types to position inferior people, and that the inferior person effect will only occur on high brand status social identity products.This study proves that the category of products under brand status can be used as the boundary condition for the study of inferior person effect.And for the follow-up study, the significance of the necessity of controlling the product dimension is clarified.
【學位授予單位】：南京大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274
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本文編號：1730027