基于本土品牌刻板印象的感知效用分析及心理启动机制

Perceived Utility Model and Psychological Start Mechanism based on Stereotyped Impression of Local Brands

从顾客感知效用大小决策行为出发,在本土品牌刻板印象心理作用下,分析顾客购买的信息性决策和行动性决策两阶段,构建顾客感知效用模型和本土品牌刻板印象的心理启动模型;进一步,分析了顾客个体特征、购买商品和所处环境均影响顾客的感知效用,从而影响顾客本土品牌刻板印象的启动;并讨论了各变量对顾客感知效用的影响,以此对购买做出判断。结论表明:顾客类型对购买有重要影响作用,通过不同效用敏感系数来影响购买,在本土品牌刻板印象下,顾客经济生活水平与购买正相关;需求时间和购买时间对购买具有负效应,商品认知评价和环境因素的影响认知与购买具有正效应;而其他各个环节成本减低对购买十分有利。

From the consumer perception of the effectiveness of decision-making behavior, we perform the psychological analysis of the decision-making for both consumer purchase information and purchase action in two stages, and build the consumer perceived utility model and the psychological start model based on stereotyped impression of local brands. Furthermore, we analyze the individual characteristics of consumers, the environment in which goods are bought and the influence of consumer perceived utility, and their effects on consumers start of stereotyped impression of local brands, We discuss effects of various variables on consumer perceived utility, to help with on the purchase decision. We find that, the types of consumers significantly influence on the purchase decision; under stereotyped impression of local brands, the consumer economic standard of living positively associated with the purchase; the timing of demanding and buying has a negative effect, and the product cognitive assessment and environmental factors have a positive effect on cognition and purchasing, and the other factors reducing the purchase cost of each link is beneficial.