摘要
研究通过情景模拟实验,考察品牌熟悉度、参照群体和任务时间与购买决策的关系。研究结果发现:(1)品牌熟悉度影响购买决策,高品牌熟悉度下做出购买的决策显著多于低品牌熟悉度。(2)品牌熟悉度对参照群体影响消费者购买决策具有调节作用。(3)任务时间限制不影响购买决策。研究表明,消费者在购买决策中存在品牌熟悉度效应和参照群体效应,消费者所接触品牌的熟悉度越高,消费者越倾向作出购买的决策;与陌生人相比,消费者更容易受好朋友的影响而作出购买的决策;消费者在购买决策中,可能存在时间感知偏差。
The purpose of this research to explore the relation between brand familiarity , reference group and task time and the purchasing decision by the sce- nario-simulated method. The results of this study are follow： （1） Brand familiarity has an influence on pur- chasing decision, participants make more purchasing decision under higher brand familiarity compared with lower brand familiarity. （2） Brand familiarity has a regulatory role in effect of reference group on purchasing decision. （3） Time constraint of task has no effect on purchasing decision. This investigation shows that： the effect of brand familiarity and reference group exist in the consumers＇ purchasing decision, consumers are more inclined to purchase under higher brand familiarity; Compared with stranger, consumers are more sensitive to good friends and make a pur chasing decision; Consumers are very likely to show bias of time perception in purchasing decision.
出处
《社会心理科学》
2014年第6期31-36,共6页
Science of Social Psychology
关键词
购买决策
品牌熟悉度
参照群体
任务时间
purchasing decision
brand familiarity
reference group
task time
