摘要
在消费者行为研究领域,规范性影响敏感度是个很重要的构念。但在全球品牌领域的实证研究还相对有限,其影响全球品牌购买可能性的机制还尚不清楚。为此,文章整合全球品牌资产、社会认同和社会地位消费三大理论,试图在中国市场上探讨规范性影响敏感度如何影响全球品牌购买可能性。通过实证研究,结果表明规范性影响敏感度正向影响质量、自我认同和社会地位,进而影响全球品牌购买可能性。特别地,规范性影响敏感度对社会地位和自我认同的影响大于其对质量的影响。规范性影响敏感度通过质量、自我认同和社会地位三条中介路径影响全球品牌购买可能性,但并列中介分析表明中介效应之间并没有显著差异。这个研究结果有助于我们从基于顾客的品牌资产角度,来理解为什么创建全球品牌要同时兼顾平衡感性路径和理性路径。
In the field of consumer behavior research,susceptibility to normative influence（ SNI） is a very important construct. However,empirical studies related to it are still relatively limited and its impact on the mechanism of global brand purchase likelihood is unknown. For this reason,this paper integrates the three theories of global brand equity,social identity and status consumption and tries to explore how the SNI would affect global brand purchase likelihood in the market in China. Empirical results show that SNI positively influences quality,self identity and social status,through which it influences the global brand purchase likelihood. Of note,SNI has greater effect on social status and identity than on quality. SNI influences the global brand purchase likelihood through the three mediating paths of quality,identity and social status. However,further paralleling mediating analysis shows that there are no significant differences between them,suggesting the reason why both the emotional and rational path should be balanced at the same time in creating the global brand.
出处
《商业经济与管理》
CSSCI
北大核心
2016年第5期65-75,共11页
Journal of Business Economics
基金
国家自然科学基金面上项目"品牌价值观的结构与融合:中国跨国公司品牌价值增值机制及全球化定位战略研究"(71372177)
国家自然科学基金面上项目"国家认同
国家品牌资产与‘中国制造’态度评价:重大活动的影响机制"(71072152)
上海市浦江人才计划项目"国家文化认同
国家形象与中国企业品牌国际化:影响机制与实现路径"(13PJC029)
关键词
规范性影响敏感度
全球品牌资产
社会认同
社会地位
购买可能性
Susceptibility to Normative Influence
global brands equity
social identity
social status
purchase likelihood
