银行品牌与聚众效应——基于消费者态度视角的行为经济学研究

A Commercial Bank's Brand and Its Magnetic Effect——A Study on Behavioral Economics in a Perspective of Consumers' Attitude

从消费者行为分析的视角出发,以我国商业银行品牌为研究对象,根据品牌聚众效应及其心理影响机制的模型假设所进行的实证检验及研究结果表明:(1)银行品牌消费选择影响因素体系由形象设计、分支网络、产品效用、服务质量以及促销手段等5个方面构成;(2)金融消费者对于银行品牌消费选择影响因素的认知评价序列与其消费选择序列高度一致,商业银行对其品牌认知要素的主观传播预期与消费者的现实消费选择结果相当吻合;(3)三类代表性商业银行品牌在银行品牌消费选择影响因素维度上存在差异性。这一研究验证了品牌聚众效应及其心理影响机制的客观存在,揭示出消费态度与品牌传播之间的内在联系与作用规律,因而具有启示意义。

In a perspective of behavioral analysis of consumers this paper focuses on China＇s commercial banks＇ brands, and puts forward a theoretical model of magnetic effect. A positive analysis of a brand＇s cognitive factors including image design, branch network, product utility, service quality and promotion measure effectively verifies the existence of magnetism effect and its functional mechanism. This paper concludes an interior link and influential rule between consuming mentality and bank＇s brand.