中国文化背景下消费行为的反向代际影响:一种新的品牌资产来源及结构

Reverse Intergenerational Influence on Consumer Behavior in the Context of Chinese Culture: A New Source and Structure of Brand Equity

本文采用定性研究和定量研究相结合的方法,以上下辈配对样本为调研对象,在中国文化背景中探索并验证了反向代际品牌资产的形成过程及结构关系。研究发现,消费推荐、消费沟通和消费创新作为三种下辈影响上辈消费行为的主要方式,直接对品牌意识、感知质量和情感联想产生影响作用,继而进一步对上辈的品牌忠诚及总体品牌资产产生影响。本文对上述结果做出了文化上的分析,并讨论了企业如何通过家庭营销途径对中老年群体创建品牌资产,这对老龄化加速的中国市场具有实际指导意义。

Based on the interview samples, this article combines the and survey on dyadic-level qualitative and quantitative methods to explore and confirm the forming process and compo- nent factors of Reverse Intergenerational Brand Equity （RIGBE） under the background of Chinese culture. In the stage of qualitative research, the phenomenological interviews are used on the sample of 10 dyadic mothers and daughters and the conceptualized model of the reverse intergenerational dynamic mechanism is built by the analysis. In the stage of quantitative research, the two-stage struc- tural equation modeling is used to test and validate the model on the sample of 323 dyadic respondents. The results show that the model has the good fitness （χ2（337）=1015.31; χ2/df=3.01; RMSEA=0.072; GFI=0.83; NNFI=0.94; CFI=0.94; PNFI=0.82; PGFI=0.69）. Three intergenerational interaction patterns, which are consumption communication, consumption recommendation and consumption innovation, have significant influences on brand awareness, per- ceived quality and affective association, respectively, and enhance brand loyalty and overall brand equity, subsequently. It indicates that the reverse intergenerational influence is a kind of new source of brand equity which has the particular component elements and its structural relations. Compared with the general model of the sources and outcomes of brand equity, the special dimension of the brand equity sources is found, namely, the affective association be- tween parents and children via the brands as media, which affects the parents＇ loyalty on brands. The findings are interpreted on the cultural perspectives on Chinese traditional values （e.g. thrift and filial piety） and familism, which provide the important evidences to better understand the changes happened in Chinese urban families because of the social transformation in China, and the insights of the consumption dynamics among the middle ages and the above in Chinese urban segments. The findings also show the key implica- tions in building brand equity among middle and old aged group via the approach of marketing to family in China＇s market.