内外部线索对消费者质量认知形成的影响机制:以白酒行业为例

The Influence Mechanism of Internal and External Cues on Consumer Quality Perception:A Case Study of the Baijiu Industry

质量认知影响机制对于企业品牌管理和消费者行为研究具有重要的前瞻意义。本文从内外部线索视角出发,在消费品行业中选取白酒行业作为研究对象,并采用多案例分析方法考察其影响机制。研究结果发现,产品性能、材料和工艺、直接体验等内部线索通过消费者感知质量形成对产品质量预期;品牌形象、广告宣传、原产地等外部线索通过品牌信任强化消费者质量认知;内部线索和外部线索交互作用,共同形成消费者对产品质量的整体评价并影响消费者购买意愿。在此基础上,本文进一步分析了不同消费情境下的内外部线索的组合作用。本文的研究深化了学术界对不同线索利用影响消费者质量认知研究的认识。

The impact mechanism of quality perception has significant implications for brand management and consumer behavior research.This paper examines the white liquor industry as a research object within the consumer goods sector,adopting a multi-case analysis method to investigate its influence mechanisms.The results reveal that internal cues,such as product performance,materials and craftsmanship,and direct experience,form consumers'quality expectations through perceived quality.External cues,including brand image,advertising,and origin,enhance consumers'quality recognition by strengthening brand trust.The interaction between internal and external cues collaboratively shapes consumers'overall evaluation of product quality and influences their purchase intentions.Building on this,the paper further analyzes the combinatory effects of internal and external cues in different consumption contexts.This study deepens the academic understanding of how different cue utilizations impact consumers'quality perception.