摘要
文章以智能手机市场为背景,从消费者的角度将品牌体验划分为5个维度。将自我概念与计划行为理论相结合,构建了以品牌涉入度为调节变量的品牌体验影响消费者购买意愿的调节模型,并对该模型进行了实证分析与检验,探讨了内部影响差异与影响路径。结果表明,品牌涉入度越高,品牌体验对中间变量(自我概念、品牌态度、主观规范和感知行为控制)的影响越显著,且自我概念、品牌态度和感知行为控制对购买意愿的影响也越显著。但是,主观规范对购买意愿的影响随着涉入度的降低而增强。
This study reviews the related literature about brand experience and divides brand experience into five dimensions from the perspective of consumers in smart-phone market. Combining self-concept and the theory of planned behavior, a moderating model is developed which reveals the relationship between brand experience and purchasing intention with the involvement as moderating variable. It makes an empirical research and discusses the significance of difference and influence path. The results show that the higher the brand involvement is, the more significant the relationship is between brand experience and intermediate variables （self-concept, brand attitude, subjective norm and perceive behavior control）, and between intermediate variables and purchasing intention. However, the relationship between subjective norm and purchasing intention became more significant while brand involvement became lower.
出处
《大连理工大学学报（社会科学版）》
CSSCI
2014年第3期62-68,共7页
Journal of Dalian University of Technology(Social Sciences)
基金
国家自然科学基金项目:"基于意义建构理论的企业社会责任知识传播研究"(71202105)
关键词
品牌体验
自我概念
计划行为理论
品牌涉入度
brand experience
self concept
theory of planned behavior
brand involvement
