基于扎根理论的家庭消费中夫妻品牌兼容性的概念维度及提升策略研究

Concept Dimensions and Promotion Strategies of Couple Brand Compatibility in Family Consumption——Research Based on Grounded Theory

鉴于家庭消费中夫妻品牌兼容性对家庭购买的幸福感具有重要影响,采用扎根研究与实证检验的方法,对家庭消费中夫妻品牌兼容性的维度及提升策略进行了研究。研究表明:家庭消费中夫妻品牌兼容性包括实用兼容性、道德兼容性和认知兼容性。其中品牌实用兼容性包括功能操作共识性、设计审美共识性和价格接受共识性;道德兼容性包括安全保障共识性、绿色健康共识性和信息可靠共识性;认知兼容性包括政治信念共识性、地位象征共识性与品质形象共识性。

Couple brand compatibility in family consumption has an important impact on the family purchase happiness.In this study,using grounded theory and empirical test,we explored concept dimensions and promotion strategies of couple brand compatibility in family consumption.According to the result,it shows that couple brand compatibility includes utility compatibility,moral compatibility and cognitive compatibility.Among them,utility compatibility includes functional operation consensus,design aesthetic consensus and price acceptability consensus;moral compatibility includes safety and security consensus,green and healthy consensus and reliable information consensus;and cognitive compatibility includes political belief consensus,status symbol consensus and quality image consensus.