功能属性和品牌个性对购买决策的影响——以家用轿车行业为例 | |
吴水龙 ; 胡左浩 ; 姚卿 ; 焦文宇 ; WU Shuilong ; HU Zuohao ; YAO Qing ; JIAO Wenyu | |
2016-03-30 ; 2016-03-30 | |
关键词 | 功能属性 品牌个性 品牌资产 购买决策 家用轿车 functional attributes brand personality brand equity purchase decision family cars F426.471 |
其他题名 | The Effect of Functional Attributes and Brand Personality on Consumers' Purchase Decision for Family Cars |
中文摘要 | 以两个中档轿车品牌——帕萨特和马自达6为例,收集7个城市消费者的1 440份调查问卷,采用结构方程模型实证研究功能属性、品牌个性和品牌资产对消费者购买汽车决策的影响。研究发现:(1)功能属性越强,消费者感知的品牌资产越高;(2)功能属性和品牌个性对购买决策的作用,完全被品牌资产中介;(3)消费者感知的品牌资产越高,购买意愿就越强;(4)品牌个性对于品牌资产的影响因品牌不同而存在差异。; How functional attributes, brand personality and brand equity affect consumers' purchase intention were examined, with survey data for two car brands "Passat" and "Mazda 6". Participants were 1 440 family car consumers across 7 cities in China. Results based on structural equation model suggest that:(1)functional attributes have positive effects on brand equity;(2)the effects of functional attributes and brand personality on purchase intention are mediated by brand equity;(3)brand equity has positive effects on purchase intention;(4)the influence of brand personality on brand equity varies with different brands. |
语种 | 中文 ; 中文 |
内容类型 | 期刊论文 |
源URL | [http://ir.lib.tsinghua.edu.cn/ir/item.do?handle=123456789/145575] ![]() |
专题 | 清华大学 |
推荐引用方式 GB/T 7714 | 吴水龙,胡左浩,姚卿,等. 功能属性和品牌个性对购买决策的影响——以家用轿车行业为例[J],2016, 2016. |
APA | 吴水龙.,胡左浩.,姚卿.,焦文宇.,WU Shuilong.,...&JIAO Wenyu.(2016).功能属性和品牌个性对购买决策的影响——以家用轿车行业为例.. |
MLA | 吴水龙,et al."功能属性和品牌个性对购买决策的影响——以家用轿车行业为例".(2016). |
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