基于消费者决策信息的不同行业品牌联合差异研究

Study on Differences of Co-Branding in Different Industries based Consumer's Decision Information

借鉴信息经济学与消费者行为学相关理论,通过对消费者购买决策中信息行为的分析,提出了由于消费者与企业间信息不对称,消费者由于受信息限制转而利用品牌联合信息来推测消费决策时所缺失的相关产品的信息,是品牌联合得以有效实行的重要原因。在此基础上,构建了基于"消费者决策所需信息"与"消费者实际能够获得信息"之差异的品牌联合作用原理的模型,基于此模型提出了每个行业品牌联合效果优劣程度取决于这一行业的市场信息透明度与消费者针对具体消费决策所需要的信息量间的不对称程度。从消费者决策信息的角度,解释了不同行业品牌联合差异的原因,并利用所构建的消费者决策中的信息模型做了实验检验。

On the basis of asymmetric Information theory, it is seen that the underlying reason of the possibility of brand alliances is that the ＂information asymmetry＂ between consumers and produc- ers, and ring unk effects b factor th the fact that consumer estimates the quality information of certain of the products by infer- nown information based on brand alliances. A model of influential factors of brand alliances ased on academic analysis of interrelated theory is proposed. It also is pointed that the crucial at influences the effect of brand alliance is the level of the difference between information consumer required and information market accommodated. This theory was also validated by the experi mental means.