属性可比性对消费者品牌评价的影响:评价模式的调节作用

Consumer Brand Preference Construction: The Moderating Role of Evaluation Mode

各种新型传播媒体(如互联网)的介入使得消费者在购买之前就可以搜寻到各种选择。消费者可以对不同选择进行比较,权衡各自的优劣势来得到最后的评价。但是,由于市场竞争日益激烈,不同品牌在不同方面有所侧重,所以消费者很难对它们进行取舍。基于此,深入探讨消费者品牌偏好的形成机制无论是对于营销实践还是营销学术研究都具有重要意义。本文以认知心理学领域的结构匹配模型为理论基础,重点研究评价模式(单独评价和共同评价)对消费者决策过程的影响。根据结构匹配模型,不同品牌的属性可以分成共同属性、可比属性(不同的品牌都具有这个维度,但是不同的选择在这个维度上存在差异)和不可比属性(每个品牌所具有的独特属性或是只在一个品牌中提到的属性)。两个实验的数据分析结果均证实不同的评价模式(共同评价或是单独评价)会影响消费者在决策过程中对可比和不可比属性的使用:相对于单独评价模式,共同评价模式下的消费者更倾向于使用可比属性做出评价。反之,单独评价模式下的消费者在决策过程中更倾向于依赖不可比属性。最后指出了本文的理论和实践意义。

New communication media such as the Internet have facilitated information search on service alternatives. Consumers are able to compare between options and make trade-offs before arriving at their final decision. Even then, some trade-offs are difficult to make as a service option may be superior on some attributes but inferior on others. The different service options may have both alignable attributes （which are common to the service options, but in different amounts） and nonalignable attributes （which belong to only one service option）, which make the trade-off process more complicated. As such, understanding how consumers cope with decisions that involve difficult trade-offs between service alternatives has crucial significance for both marketing practice and academic research. On the basis of Structural Alignment Model, the two experiments examine the moderating role of evaluation mode on the relationship between attribute alignability and consumer brand attitude formation. Specifically, joint evaluation mode discounted nonalignable attributes and emphasized afignable attr/butes, while separate evaluation led to subjects relying more on nonalignable attributes. Finally, the author discusses the theoretical and managerial implications of the current research.