自我一致性对象征性联合品牌购买意愿影响研究

Study on Influence of Self-congruence on The Purchase Intentions of Symbolic Cobranded Products

经济和科技的快速发展,产品的象征性价值正逐步取代功能性价值成为影响购买的重要因素。本文通过实证研究证明,品牌态度在没有直接使用经历的情况下对第二品牌的品牌态度,甚至是积极的态度,对象征性联合品牌购买意愿的影响也是微弱的;而即使是对从未使用过的品牌,与第二品牌的真实、理想自我一致性仍然会对联合品牌购买行为产生显著的影响,且理想自我一致性对象征性联合品牌购买意愿的影响要更为显著;对个性的需求也对象征性联合品牌的购买意愿产生积极的影响;产品卷入度提高了自我一致性对象征性联合品牌购买意愿的影响。

With the rapid development of technology, consumers are not satisfied with the functional value of products, and they begin to pursuit the value of products, consumers pay more attention to the expression of identity when they purchase and use of product. The results show that: First of all,because symbolic SBs are usually brands that few consumers likely have experienced directly,such as prestigious brands or events,attitude toward the SB,even if positive, might be weak. Secondly, even if consumers have never or rarely used the secondary brand,self-congruity with the SB still represents a significant driver of purchase behavior. Consumers express themselves with products,which are usually used in public,what's more,the ideal self has a more significant influence on the purchase intentions of symbolic cobranded products. Thirdly,need for uniqueness and the desire to possess unique products is an individual-level trait that drives many consumption decisions. Finally,product category involvement enhances the impact of self-congruity on purchase intent.