消费者感知价值与B2B成分品牌购买意向——客观知识水平的调节作用

Study on Consumers' Perceived Value and Purchase Intention of B2B Ingredient Brand:The Moderating Role of Objective Knowledge

基于消费者视角,分析了B2B成分品牌的功能价值、情感价值和感知付出对购买意愿的影响,并测量了消费者知识水平在这一过程发挥的调节作用。研究结果显示:消费者所感受到的功能价值、情感价值越高,其购买意愿越强烈,并且消费者愿意为成分品牌支付高价;消费者知识水平正向调节功能价值、情感价值与购买意愿之间的关系,而对感知付出与购买意向的关系不能起到调节作用。基于此,成分供应商应重视来自消费者市场的品牌拉力,既要强调成分品牌具备的优良属性,也要强调该品牌能为消费者带来的情感利益,提高消费者对成分品牌价值的认知,使其逐渐转变成高知识水平的消费者。

From the perspective of the consumer, this paper explores the main impactsof the function value, emotion value and perceived sacrifices from ingredient brand on their purchase intention,and meanwhile it measures the moderaterole of consumer knowledge in this process. The results showed that the more functional value and emotional value that consumersperceived, the higher their purchase intention is. Consumers are willing to pay a higher price for ingredient brandand their knowledge knowledge positively moderates the relationship between functional value, emotional value and purchase intention, but it has no moderating role on the perceived sacrifices. Accordingly, it puts forward that the ingredient suppliers should pay more attention to the brand pull - power from the consumer market. It is necessary to emphasize the excellent properties of ingredient brand and the emotional benefits that brand contributes. Meanwhile, the suppliers should improve the consumers＇ awareness of the ingredientbrand value, so thatturned into knowledgeable ones gradually.