基于TRA理论的品牌购买行为倾向前因研究

Research on antecedents of brand purchase intention based on TRA

基于理性行为理论(TRA)构建消费者品牌购买倾向的理论模型,并在首次购买和重复购买两种购买情形下对该模型有效性进行了检验。研究结果表明对于购买某品牌快餐的行为来说,行为态度和主观规范是品牌购买行为倾向最直接的前因,而主观规范是比行为态度更强的行为倾向的预测变量;品牌态度会通过影响行为态度进而影响行为倾向,品牌声誉通过影响主观规范进而影响行为倾向,品牌声誉对品牌态度的形成也有显著的正向影响;上述理论模型在首次购买和重复购买两种情形下都是有效的,与首次购买者相比,品牌态度→行为态度→行为倾向这一路径对于重复购买者的作用更强,品牌声誉→主观规范→行为倾向的作用更弱,品牌声誉→品牌态度的路径没有显著差异。

The paper develops a model of brand purchase intention based on TRA(Theory of Rational Action),which was tested in two purchasing conditions of the first-time purchasing and repurchasing.The results suggest that the attitudes towards behavior and subjective norms are direct antecedents of purchase intention,and the latter is the more important predictor.Brand attitude has effects on intention via attitude towards behavior,while brand reputation influences intention via subjective norms.Brand reputation has effects on brand attitude,too.The model is valid in the two purchasing conditions.Compared with the first-time purchasers,re-purchasers show stronger effects in the path of brand attitude→attitude towards behavior→intention and weaker effects in the path of brand reputation→subjective norms→intention.No significant differences are found in the path of brand reputation→brand attitude.