品牌文化认同对区域品牌产品购买意向影响研究

Effects of brand cultural identity on place brand purchase intention

从消费者视角探讨产生区域品牌效应的品牌文化认同前因,并将文化认同细分为认知性文化认同、情感性文化认同与评价性文化认同,试图分别考察3种认同对购买意向的不同影响,以及3种认同是否存在相互影响的关系。实验选取4个区域品牌作为研究对象,进行预测试修正问卷后,通过对随机拦截的方式获得392份有效问卷,利用AMOS软件分析3种品牌文化认同产生的区域品牌效应及相互之间的影响。研究结果表明,品牌文化认同与消费者购买意向显著正相关,评价性文化认同的影响效果最强、认知性文化认同影响最弱;且认知性文化认同需要通过情感性文化认同和评价性文化认同来影响消费者购买意向,其与购买行为相关不显著。

This article tries to explore brand cultural identity as the antecedence of place brand effects from the consumer perspective,and divides cultural identity into cognitive,affective and evaluative cultural identity,tries to identify three different effects investigated on purchase intent,and whether there is a mutual influence among these three identities.Four place brands were chosen as research objectives,and using pre-tested questionnaire,the random selection obtained 392 valid questionnaires.With the AMOS software,the study validates effects of place brand,namely the relationship between brand cultural identity and consumer purchase intention,and impacts among these three identities.The results show that brand cultural identity has a positive effect on purchase intention,the effect of evaluative cultural identity is the strongest while cognitive identity is the weakest,and cognitive identity impacts purchase intention via affective and evaluative cultural identity,so that it is not significantly associated with purchase behavior.