品牌决策过程中消费者自信的形成机制研究——基于理性行为理论

The Positive Research on the Forming Mechanism of Chinese' s Decision Intension to Unique Brands——From the Viewpoint of Role Norm

本文基于理性行为理论的基本逻辑思路,分析了品牌决策过程中消费者自信的形成机制,提出独特性需求、控制源与角色规范影响敏感性是影响消费者自信的内外部基本因素。研究者基于上述概念构建了基本理论模型,采用实证研究方法对该模型进行了验证。研究结果表明,独特性需求中的创造性选择有助于提高消费者自信,而非流行性选择对消费者自信的影响则不显著,控制源对消费者的个体结果自信会产生显著的负面影响,对社会结果自信的影响则不显著,角色规范影响敏感性对个体结果自信具有显著负面影响,对社会结果自信则具有显著积极影响。

This paper analyzed the consumer confidence formation mechanism during the brand desion - making process according the basic logic idea of the Behavior Theory, putting forward that unique needs, control source and the susceptibility to role -normative influence were the basic elements inside and outside that affected consumer confidence. The anthors andvanced a theoretical model and validated this model through empirical research methods. The results disclosed that the creative choice of the unique needs help the consumers to improve their confidence, instead of non - epidemic choice ; the control source had a significant negative impact on the individual results of the consumers, but not significant on social results;the sensitivity to role -normative influence had a significant negative impact on the individual resuits of the consumer, but positive impact on the social results.