文创产品创新对消费者购买意愿的影响——以故宫文创产品为例

虽然文创产品的热度不断升温,但是近年来文创产业的市场份额增幅却在下降,为探寻其原因,本文以感知价值为中介变量,以感知一致性为调节变量,研究文创产品创新对消费者购买意愿的影响机制。本文以最具有代表性的故宫文创为例进行研究,其研究的结果表明：文创产品创新对消费者购买意愿具有显著的正向影响关系;感知价值对消费者购买意愿具有显著的正向影响关系;根据多层线性回归模型可以得知,感知价值在文创产品创新与购买意愿之间起到部分中介作用;而感知一致性在感知价值与购买意愿之间起到调节作用,即本文所验证的是有调节的中介效应;最后依据研究结论对文创企业的产品创新提出可供参考的建议。     

盲盒产品的不可预知性对再次购买意愿的影响机制研究

盲盒产品近年成为了一种新的潮流玩具,吸引了广大年轻消费者。与传统的购物方式不同,购买盲盒时消费者无法提前预知会得到哪种产品,这种不可预知性是吸引消费者的重要因素。通过问卷调查分析探讨盲盒产品的不可预知性对消费者再次购买意愿的影响,并重点研究感知风险和顾客欣喜在其中所发挥的作用。结果表明顾客欣喜在不可预知性和再次购买意愿之间起着中介作用,而感知风险对这一关系起到调节作用。研究结论对企业借鉴盲盒产品设计以及制定相应营销策略方面有一定的指导意义。     

专业还是通俗——创新型产品的广告语体风格对消费者产品采用的影响

在新产品广告中,企业使用通俗语言进行描述的做法由来已久。随着新产品引入了许多新特性,体现产品科技效能的专业性语言逐渐被采用,以进行产品宣传。企业应该如何选择广告语体风格?基于语言线索和解释水平理论,本文验证了广告语体风格(专业术语vs.通俗用语)与产品创新类型(突破式vs.渐进式)对消费者购买意愿存在显著交互作用：专业术语的语体风格能有效提高消费者对突破式创新产品的购买意愿;通俗用语的语体风格能有效提高消费者对渐进式创新产品的购买意愿,加工流畅度中介了上述交互作用。此外,本研究还发现了不同产品属性条件下上述机制的适用性,并排除了感知风险与感知质量的替代性解释。本文结论将为企业提升新产品广告劝诱效果提供建议。     

品牌跨界联合效应评价的影响因素研究——以互联网约租车平台为例

跨界已经成为当前国际上新的潮流和发展趋势,同时也是一个企业或者品牌长久发展的必然要求。数十年来随着品牌跨界联合理论不断深入发展,如今从一线品牌到平价商品,运用品牌跨界联合策略的现象已经比比皆是。新时期,在"互联网+"的推动下,品牌跨界联合策略又有了新的发展,其中互联网约租车平台进行跨界营销早已屡见不鲜,以滴滴出行为首。这些在企业或者品牌运用品牌跨界联合策略时,也面临着盲目选择跨界合作品牌等问题。因此,文章在借鉴品牌联合理论的基础上,提出了品牌跨界联合效应评价模型,并最终得到了:(1)消费者的预先态度以及联合匹配度正向影响品牌跨界联合效应评价,其中联合匹配度在消费者的预先态度以及品牌跨界联合效应评价起中介作用;(2)消费者感知到的市场匹配度正向影响品牌匹配度等结论,对互联网约租车平台在实施品牌跨界联合策略时提供了一定的参考依据。     

品牌联合主效应研究:产品介入度视角

品牌联合战略作为推广新产品、提升品牌资产的有效方式,近年来在商业实践中得到了广泛的应用。本研究基于消费者学习理论和认知一致性理论,从产品介入度视角出发,运用实验设计、问卷调查和SEM模型,对品牌联合主效应模型和产品介入度的影响在中国商业文化环境下进行了实证检验。结果显示,联合匹配度对品牌联合主效应存在显著的正向影响,但产品匹配度对消费者联合品牌的购买意图影响并不显著;产品介入度对品牌联合主效应模型中各变量之间的关系强度有调节性的影响,这与消费者学习理论观点是一致的。     

在线评论对农民合作社产品创新的影响

在线评论作为线下口碑的网络延伸方式,不仅对消费者购买决策起到重要作用,还能为合作社制定产品改进和创新策略提供重要的参考依据。本文采用实验研究的方法,探究在线评论及其正面与负面评论对合作社产品创新意愿的影响,并从产品的功能、包装、品牌维护、服务和成本5个维度衡量创新意愿水平及变化。结果表明:在线评论对合作社产品创新具有显著的正向影响;相较于正面评论,负面评论对产品创新影响更为显著;正面评论对农民合作社产品创新具有负向影响;相比于产品功能和包装方面的评论,合作社对于品牌维护、服务和成本方面的评论感知更为明显。     

互联网理财平台的营销策略——基于品牌延伸评价模型

本文主要研究消费者对互联网理财平台的品牌延伸评价问题,根据研究结果,为当前跨界经营的企业管理者们提供更多的营销策略。我们在经典A&K模型的基础上,加入了延伸产品类感知风险、消费者创新、延伸产品类感知易用性三大因素作为变量,以用友集团下的互联网理财平台——友金所为例,探索用户对互联网金融的品牌延伸评价因素。研究结果表明,感知风险对品牌延伸评价有负面影响,母品牌质量、产品契合度、感知易用性、消费者创新对品牌延伸评价有正向影响。     

生鲜市场创新对消费者新产品采纳意愿的影响研究——基于双元理论视角的分析

网络购物的快速发展使生鲜经营企业从中获益。随着消费者对生鲜产品需求的不断提高,网络生鲜产品品牌不断创新,从而吸引更多消费者对新生鲜产品的采纳意愿。本文从生鲜市场创新角度研究其对消费者采纳新产品的影响,实证研究表明：当品牌关系较远时,探索性市场创新能够提高消费者对品牌创新性的感知,从而提高消费者对新产品的采纳意愿;而当品牌关系较近时,开发性市场创新能够提高消费者对品牌质量的感知,从而提高消费者对新产品的采纳意愿。     

广告诉求与购买意愿:产品类型、产品涉入的交互作用

近年来有关广告诉求有效性的研究较多,但关于理性诉求和感性诉求哪一个更能导致积极的购买行为并无统一定论,且对各种广告诉求方式的适用条件也缺乏深入探讨。文章以我国某所大学的年轻消费群体为研究对象,通过实验设计与问卷测量实证研究不同广告诉求与消费者购买意愿之间的关系,并检验不同产品类型和产品涉入程度在以上关系中所起的交互作用。研究发现,不同广告诉求方式对消费者购买意愿具有显著的差异化影响,且广告理性诉求通常情况下会比感性诉求效果更佳。产品类型对广告诉求与消费者购买意愿关系的影响取决于消费者产品涉入程度,当消费者购买实用型产品且产品涉入程度较高时,广告理性诉求会比感性诉求更容易提高消费者购买意愿,且广告理性诉求与消费者购买意愿之间的关系得到强化;而当消费者购买享乐型产品且产品涉入程度较低时,广告感性诉求会比理性诉求更容易提高消费者购买意愿,且广告感性诉求与消费者购买意愿之间的关系得到进一步强化。     

网上购物风险对消费者行为的影响——感知风险不同对购买偏好的影响机制比较

文章创新性地将感知风险作为变量因子研究不同消费者的购买偏好差异并在价格、品牌两个维度上得到验证,研究结果表明:网上购物时,消费者感知风险不同会影响其对价格、品牌的购买偏好;对于高风险感知者,对价格较高、品牌知名度较高的商品会产生更大的购买意愿;对于低风险感知者,对价格不同、品牌知名度不同的商品的购买意愿则不存在显著差异.文章建立在感知风险理论和消费者减少风险理论基础上,以感知风险结合价格、品牌知名度研究消费者行为偏好差异,从而更好地把握网上购物风险对消费者行为的影响.     

Linking Product Evaluations and Purchase Intention for Country-of-Origin Effects

Abstract

This paper reports an experimental study concerned with the observed inconsistency between evaluative and behavioral data for country-of-origin (COO) effects. This issue is addressed by specifying conceptual relationships among three criterion variables-consumer evaluations of product quality, perceived product value, and purchase intention in the context of COO effects. The results showed that COO information had a direct effect on overall product evaluation and an indirect effect (through product evaluation) on perceived product value, which in turn determined purchase intention. In addition, purchase intention was also directly affected by brand name and price factors, but not by COO. Moreover, it was also revealed that COO and brand name had a similar impact on overall product evaluation. On the whole, this study suggests that it may be premature to claim less significant importance and role of COO information in influencing purchase intentions or behaviors. Rather, the exact nature of COO effects for behavioral consequences might be much more complex than what has been assumed in most previous studies. The present investigation represents an initial effort in providing empirical evidence of how COO information may impact evaluative and behavioral variables differently in the consumer decision process. Managerial implications of this study are discussed.     

Regular Price $299; Pre-order Price $199: Price Promotion for a Pre-ordered Product and the Moderating Role of Temporal Orientation

Retailers typically use the strategy of providing a discount to induce the sale of a new product at a pre-order stage. Despite the prevalence of this strategy, providing discounts might not be effective for all consumers. The present research shows that the positive effect of a discount depends on consumer temporal orientation. Results from four experimental studies reveal that a large discount positively affects present-oriented, but not future-oriented, consumers. The findings suggest that perceived financial risk and perceived product quality sequentially mediate the effect of discount size on value toward the deal and purchase intention. A third-party product quality rating boosts quality perceptions, which in turn reduces perceived financial risk and positively enhances value toward the deal along with purchase intention. Our findings demonstrate that when the brand itself acts as a reliable signal of quality, a discount has its intended effect for both present- and future-oriented consumers. Overall, the findings of this research suggest that a retailer can use quality cues along with a discount, especially for a new brand, to appeal to the broadest group, as it will attract both future- and present-oriented consumers.     

品牌来源国和产品制造国对消费者产品质量评价和购买意愿的影响

This research explores the different effects of brand origin country and made-in country on consumers’ product evaluations and purchase intention. It is found that made-in cues have significant impacts on quality evaluation while brand origin cues influence purchase intention more prominently. Product quality is perceived lower when a brand from developed country is manufactured in developing countries, however, this may not affect consumers’ purchase intentions.      

Impact of Multiple Perceived Value on Consumers' Brand Preference and Purchase Intention: A Case of Snack Foods

This study explores product value with reference to brand development. The question of which perceived product value acts dominantly has received very little attention, in particular, whether multiple product value may importantly enhance consumers' brand preference/purchase. This research investigates relationships between multiple perceived snack foods' product value, brand preference and purchase intention. Findings show significantly positive effects of brand preference on purchase intention, and brand preference as a mediator between multiple perceived product value and purchase intention. Findings also reveal multiple value perceptions of snack foods, (e.g., functional-price/value for the money and performance/quality, emotional, and social dimensions) be significant in the formation of brand preference, whereas only functional-price/value for the money and emotional value relate to purchase intention directly.     

基于慈善捐赠的事业-品牌联盟对消费者响应的影响

文章以企业的慈善捐赠行为为例,探讨了对事业-品牌联盟有重要影响的三个因素.数据分析结果表明,企业捐赠的产品同非营利组织是否契合与事业-品牌联盟受消费者影响大小对消费者品牌态度、质量感知及购买意愿均存在显著影响;企业知名度对品牌态度与质量感知存在显著影响.另外,研究还发现企业知名度与捐赠产品契合度对消费者质量感知存在显著影响,企业知名度作用强于捐赠契合度,当企业知名度低时,捐赠是否契合的作用才会突显出来.     

The differential roles of brand credibility and brand prestige in consumer brand choice

This study explores how brand credibility and brand prestige affect brand purchase intention and empirically investigates how the combinatory mechanism of brand credibility and brand prestige materialize across multiple product categories. The proposed model of six latent constructs is tested with structural equation modeling analysis: brand credibility, brand prestige, perceived quality, information costs saved, perceived risk, and brand purchase intention. The results suggest that both brand credibility and brand prestige positively influence brand purchase intention through perceived quality, information costs saved, and perceived risk under different product categories representing the high and low self‐expressive nature. Several implications for advertising messages and brand positioning strategies are discussed. © 2010 Wiley Periodicals, Inc.     

Pointing Out Differences: Consumer Evaluations of Comparative Information Across Product Types

The purpose of this study is to investigate the impacts of comparative claims across search and experience product types. Data was obtained from 159 Taiwanese college students. Results reveal that comparative claims used in blogs (compared to those in print ads) produce lower counterarguments and consumers more easily accept claims made on a blog. Comparative claims lead to higher brand attitude and purchase intention for search products on the blog; however, noncomparative ads lead to higher brand attitude and purchase intention for experience products on the blog. For both search and experience products, there is no significant difference.     

The low effect of perceived risk in the relation between hedonic values and purchase intention

ABSTRACT

This research seeks to identify the influence of perceived risk in the purchase intention environment regarding innovative technological products, and also to understand how brand trust reduces the expected impact of this risk due to the hedonic and utilitarian characteristics influencing purchase intention. Quantitative research was carried out and analysed through structural equation modelling, where the influence of perceived risk on utilitarian value and purchase intention was identified, as well as the influence of brand trust in reducing this risk. The conceptual implications of the study describe as the perceived risk moderates hedonic features less compared to utilitarian features regarding purchase intention, thus demonstrating that emotional relationships are less affected by this risk. The managerial implications suggest that devices with utilitarian characteristics should be more carefully planned according to their brand and complexity, while hedonic products do not require brand trust to guarantee consumers’ purchase intention in the current innovative scenario.     

A longitudinal examination of the effects of retailer–manufacturer brand alliances: The role of perceived fit

Abstract

One resource that has been identified as a valuable source of competitive advantage is the equity associated with an organisation's brands. Organisations devote considerable resources to developing strategies that allow them to build and/or maintain strong brand names. This study investigates brand alliances between retailers and manufacturers. The role of perceived fit between the partnering brands is explored. In addition, the study examines the influence that retailer–manufacturer brand alliances have on: retailer equity; manufacturer brand equity; the intention of consumers to frequent the stores of the retailer involved in the brand alliance (shopping intention); and the intention of consumers to purchase products from the manufacturer involved in the brand alliance (purchase intention).     

The influence of anthropomorphic appearance of artificial intelligence products on consumer behavior and brand evaluation under different product types

While artificial intelligence products are widely used in the market, their anthropomorphic appearance design is becoming a frontier issue in product strategy and consumer behavior research. The aim of this study was to investigate the influence of anthropomorphic appearance on consumer behavior and brand evaluation under different AI product types. It was conducted in China, a new but rapidly-growing country in the field of Internet, AI technology and AI product consumption. This study conducted four situational experiments with a 2 (anthropomorphic design: anthropomorphic vs. non-anthropomorphic) × 2 (product type: hedonic vs. utilitarian) between subjects’ experimental design. Data was collected from 1172 Chinese “Digital Natives” by using a structured questionnaire. The findings revealed that for hedonic AI products, anthropomorphic appearance improves consumers' purchase intention and brand evaluation through perceived entertainment, and intelligence level significantly moderates the mediating effect of perceived entertainment; while for practical AI products, anthropomorphic appearance improves consumers' purchase intention and brand evaluation through perceived usefulness, and intelligence level does not significantly moderate the mediating effect of perceived usefulness. There is no significant moderating effect of intelligence level on perceived usefulness. The study contributes to development and validation of a more comprehensive understanding and theoretical foundation of anthropomorphism, and furthermore explores the impact of anthropomorphic appearance on consumer behavior and brand evaluation under different AI product types. This study also provides insights for companies to apply anthropomorphic strategies.