感觉型低卷入度产品消费者的品牌转换意愿的研究——以广东米酒消费者调查为例

On Consumer's Brand Switching Intention for the Low Involvement Products of Sensation Type——An Example in the Survey on Guangdong Rice Wine Consumers

采用问卷调查和因子分析的方法,研究卷入度对消费者品牌转换意愿的影响。结果表明,产品卷入、广告卷入和购买决策卷入对感觉型低卷入度产品的消费者品牌转换意愿均有正向影响;广告卷入和产品卷入的不同方面,对消费者品牌转换意愿的影响程度不同。

By questionnaire and factor analysis method, this paper discusses how involvement influences consumers＇ brand switching intention. Results show that three key factors, i. e. , product involvement, purchase decision involvement and advertising involvement, play positive influences on consumers＇ brand switching intention for low involvement products of sensation type, and the influence of the different aspects of product involvement and advertising involvement on consumers＇ switching intention varies in degree.