品牌来源地、购买体验与品牌感知质量——基于中国体育用品的实证研究
|
摘要
基于中国情境下的体育用品类别,实证调研了品牌来源地困惑、购买体验与品牌感知质量之间的因果关系。主要结论:当消费者将国外体育用品品牌误判断是中国的体育用品品牌时,会产生这个国外体育品牌质量较差的感知;而当消费者将中国的体育用品品牌误判为国外品牌时,其品牌质量感知则并无显著差异;消费者购买中国和国外体育用品的体验会形成刻板印象,从而使消费者对于不同来源地体育用品的品牌感知质量和品牌偏好产生不同的影响。
Because of the confounding of all kinds of brand name in the sports goods market,many consumers can't distinguish accurately the specific brand origin. This paper proposes and tests the impact of brand-origin confusion and buys experience on consumers' brand quality perception and preference. By use of statistics and model methods,it is found that in the context of current China: firstly,when non-local sports brand are regarded as local one,consumers will have worse perception on the brand quality perception and preference of non – local origin brand; when local sports brand are regarded as nonlocal one,there was no significant difference between non-local and local origin brand on the brand characteristics and preference local origin brand; Secondly,buy experience have positive effects on brand quality perception and preference.
Because of the confounding of all kinds of brand name in the sports goods market,many consumers can't distinguish accurately the specific brand origin. This paper proposes and tests the impact of brand-origin confusion and buys experience on consumers' brand quality perception and preference. By use of statistics and model methods,it is found that in the context of current China: firstly,when non-local sports brand are regarded as local one,consumers will have worse perception on the brand quality perception and preference of non – local origin brand; when local sports brand are regarded as nonlocal one,there was no significant difference between non-local and local origin brand on the brand characteristics and preference local origin brand; Secondly,buy experience have positive effects on brand quality perception and preference.
引文
[1]庄贵军,周南,周连喜.品牌来源地困惑对于消费者喜爱与购买本土品牌和国外品牌的影响[J].财贸经济,2007(2):98-104.
[2]王鹏,庄贵军,董维维.品牌原产地困惑和购买经历对品牌形象的影响[J].预测,2011,30(4):8-13.
[3]庄贵军,周南,周连喜.国货意识、品牌特性与消费者牌认知与本土品牌偏好:一个跨行业产品的实证检验[J].管理世界,2006(7):85-94.
[4]BATRA R,RAMASWAMY V,ALDEN D L,etc. Effects of brand local/nonlocal origin on consumer attitudes in developing countries[J]. Journal of Consumer Psychology,2000,9(2):83-95.
[5]王鹏,黄谦.性别差异对消费者体育品牌原产地困惑感知的影响[J].上海体育学院学报,2016,40(2):67-73.
[6]RHEEM H. International investing:who profits in China?[J]. Harvard Business Review,1996,74(1):10-11.
[7]李佛关.经济发展对品牌化进程的推进[J].西安财经学院学报,2012,25(5):5-9.
[8] STEENKAMP J B E M. Conceptual model of the quality perception process[J]. Journal of Business Research,1990(21):309-333.
[9]ZEITHAML V A. Consumer perceptions of price,quality and value:a means-end model and synthesis ofevidence[J]. Journal of Marketing,1988,52(3):2-22.
[10]李元勋,刘文.零售商自有品牌与消费者购买意愿因素研究:以山东省零售企业为例[J].统计与信息论坛,2012,27(9):100-105.
[11]毕雪梅.顾客感知质量研究[J].华中农业大学学报,2004,53(3):42-45.
[12]王鹏,刘国永,苏明理.体育品牌原产地困惑对品牌特性和品牌偏好的影响[J].西安体育学院学报,2012,29(1):50-56.
[13]SCHWARZ N. Meta-cognitive experiences in consumer judgment and decision making[J]. Journal of Consumer Psychology,2004,14(4):332-348.
[14]温韬.顾客体验对服务品牌忠诚度影响的实证研究:以电影放映业为例[J].统计与信息论坛,2009,24(10):85-96.
[15]胡效芳,焦兵,张文彬.中国体育品牌产业竞争力比较研究[J].统计与信息论坛,2012,27(4):67-71.
[16]吕庆华,郑淑蓉,刘伟,等.品牌依恋对运动鞋品牌忠诚的影响机理:运动鞋品牌承诺的中介作用[J].上海体育学院学报,2014,42(5):32-39.
[17]段艳玲,何燕.基于资源整合视角的我国体育品牌资产构建研究[J].沈阳体育学院学报,2018,17(5):29-33.
[18]李冬梅.我国体育用品制造业生存和可持续发展的SWOT分析[J].沈阳体育学院学报,2011,29(6):68-71.
[19]黄谦,谢蒙.体育消费的消费者满意度研究[J].西安体育学院学报,2010,27(3):270-273.
[20]刘晓峰.中国高档体育用品市场的顾客价值分析与检验[J].统计与信息论坛,2009,24(4):85-90.
[21]曹琳.品牌的质量信号特征及信息传递模型[J].西安财经学院学报,2010,23(6):43-47.
[22] DODDS W B,MONROE K B,GREWAL D. Effects of price,brand,and store information on buyers'product evaluations[J]. Journal of Marketing Research,1991,28(August):307-319.
[23]BEARDEN W O,MICHAEL J E. Reference group influence on product and brand purchase decisions[J]. Journal of Consumer Research,1982(9):183-194.
[24]黄谦.体育健身休闲市场服务质量及测量的理论与方法研究[J].西安体育学院学报,2012,29(4):385-392.
[25]胡效芳,袁艺,许绍飞.中国体育产业区域竞争力的综合评价:基于31个省区的比较研究[J].西安财经学院学报,2014,27(2):63-68.
[2]王鹏,庄贵军,董维维.品牌原产地困惑和购买经历对品牌形象的影响[J].预测,2011,30(4):8-13.
[3]庄贵军,周南,周连喜.国货意识、品牌特性与消费者牌认知与本土品牌偏好:一个跨行业产品的实证检验[J].管理世界,2006(7):85-94.
[4]BATRA R,RAMASWAMY V,ALDEN D L,etc. Effects of brand local/nonlocal origin on consumer attitudes in developing countries[J]. Journal of Consumer Psychology,2000,9(2):83-95.
[5]王鹏,黄谦.性别差异对消费者体育品牌原产地困惑感知的影响[J].上海体育学院学报,2016,40(2):67-73.
[6]RHEEM H. International investing:who profits in China?[J]. Harvard Business Review,1996,74(1):10-11.
[7]李佛关.经济发展对品牌化进程的推进[J].西安财经学院学报,2012,25(5):5-9.
[8] STEENKAMP J B E M. Conceptual model of the quality perception process[J]. Journal of Business Research,1990(21):309-333.
[9]ZEITHAML V A. Consumer perceptions of price,quality and value:a means-end model and synthesis ofevidence[J]. Journal of Marketing,1988,52(3):2-22.
[10]李元勋,刘文.零售商自有品牌与消费者购买意愿因素研究:以山东省零售企业为例[J].统计与信息论坛,2012,27(9):100-105.
[11]毕雪梅.顾客感知质量研究[J].华中农业大学学报,2004,53(3):42-45.
[12]王鹏,刘国永,苏明理.体育品牌原产地困惑对品牌特性和品牌偏好的影响[J].西安体育学院学报,2012,29(1):50-56.
[13]SCHWARZ N. Meta-cognitive experiences in consumer judgment and decision making[J]. Journal of Consumer Psychology,2004,14(4):332-348.
[14]温韬.顾客体验对服务品牌忠诚度影响的实证研究:以电影放映业为例[J].统计与信息论坛,2009,24(10):85-96.
[15]胡效芳,焦兵,张文彬.中国体育品牌产业竞争力比较研究[J].统计与信息论坛,2012,27(4):67-71.
[16]吕庆华,郑淑蓉,刘伟,等.品牌依恋对运动鞋品牌忠诚的影响机理:运动鞋品牌承诺的中介作用[J].上海体育学院学报,2014,42(5):32-39.
[17]段艳玲,何燕.基于资源整合视角的我国体育品牌资产构建研究[J].沈阳体育学院学报,2018,17(5):29-33.
[18]李冬梅.我国体育用品制造业生存和可持续发展的SWOT分析[J].沈阳体育学院学报,2011,29(6):68-71.
[19]黄谦,谢蒙.体育消费的消费者满意度研究[J].西安体育学院学报,2010,27(3):270-273.
[20]刘晓峰.中国高档体育用品市场的顾客价值分析与检验[J].统计与信息论坛,2009,24(4):85-90.
[21]曹琳.品牌的质量信号特征及信息传递模型[J].西安财经学院学报,2010,23(6):43-47.
[22] DODDS W B,MONROE K B,GREWAL D. Effects of price,brand,and store information on buyers'product evaluations[J]. Journal of Marketing Research,1991,28(August):307-319.
[23]BEARDEN W O,MICHAEL J E. Reference group influence on product and brand purchase decisions[J]. Journal of Consumer Research,1982(9):183-194.
[24]黄谦.体育健身休闲市场服务质量及测量的理论与方法研究[J].西安体育学院学报,2012,29(4):385-392.
[25]胡效芳,袁艺,许绍飞.中国体育产业区域竞争力的综合评价:基于31个省区的比较研究[J].西安财经学院学报,2014,27(2):63-68.