消费观念与消费行为关系的实证研究

消费观念对消费行为有一定的影响,同时消费观念要通过一定的消费行为体现出来.本文通过对消费观念和消费行为的关系进行实证研究,得出消费行为关于消费观念有较强的线性相关关系.在此基础上,又分别考察了消费观念的三个基本方面--消费观、消费态度、消费意向对消费行为的影响程度.     

引导规范城乡大学生网络消费行为——贵州大学大学生创新创业训练计划项目

我们此次研究通过问卷调查法,理论和实践相结合,对当前大学生的网络消费状况进行剖析.通过对高校大学生网络消费行为的调查,我们发现,一方面,城乡大学生在网络消费方式上存在着明显的差异,主要体现在网络消费水平和消费结构、消费观念上;另一方面,在网络消费习惯和消费观念上这两个群体又存在着较多的一致性,并逐渐趋同. 城市与农村大学生的网络消费行为和消费水平反映了社会各个时期的变化和特征,同时也能反映社会对大学生的影响.近几年来,城乡大学生的网络消费行为出现了许多新的特征,主要有：城乡大学生网络消费的多元化与理智化、时尚性和超前性、个性化和自主性、便捷性和实惠性、消费行为的信息化;大学生群体消费呈现非计划性,大学生群体在价格基础上青睐品牌商品,存在符号消费现象等.     

消费价值观对消费行为影响的实证研究

本文通过构建价值观导向的发展型消费价值观、时尚型消费价值观、实用性消费价值观对消费行为和消费意向影响的模型。在"新消费文化观念构建"的调研数据的基础上,展开实证分析,并得出相关结论。     

非理性消费行为模型构建及启示

过度节俭消费观念使消费者轻视消费注重储蓄,攀比虚荣消费观念导致消费者重视消费轻视储蓄,非理性预期偏差对消费影响具有双重性,"官僚收入"存在会引起消费水平急剧攀升。非理性消费行为对中国消费市场存在较大影响。     

后现代消费观念时期品牌建设的对策研究

随着后现代社会的到来,消费者的价值观也在发生变化,消费的后现代特征逐渐凸显。炫耀性消费、符号消费和体验消费成为社会的主流消费观念,并对品牌建设提出了新的挑战。企业是否能够抓住消费者的消费观念特征,并结合营销思维的变革来进行品牌建设是未来经营成败的关键所在。本文从后现代主义和后现代社会入手,深入剖析了后现代消费观念时期的消费特征,从中总结出消费行为和企业营销思维的变革,并结合梦想营销、情感营销、体验营销等主流营销方式对企业的品牌建设提出应对策略。     

农民工消费行为影响因素分析

本文基于福州市长乐区352份问卷调查结果,从收入、消费观念、家庭因素、工作特征、工作环境、未来预期等方面分析影响农民工消费行为的因素。多元回归模型分析结果表明,受教育程度、工作收入、消费观念、家庭因素、工作时长、是否拖欠工资对农民的消费产生显著影响。分析农民工的消费行为,探讨这些因素对农民工消费行为的影响。并根据研究结论,针对农民工的收入、教育、合法权益、政府对其转移性支付四个方面提出政策建议,以期提高农民工消费水平。     

关于大学生消费行为的研究——以安徽财经大学为例

本文以安徽财经大学为例,通过发放并回收调查问卷,基于交叉制表和卡方检验对安徽财经大学在校生消费行为进行实证分析。从大学生消费来源、消费方向出发,考虑性别、年级、专业、家庭背景、恋爱状态、消费观念以及消费心理等因素对大学生消费行为的影响。最终了解安徽财经大学在校生的基本消费状况,包括消费水平与结构等,并得出大学生消费水平和消费心理、观念的影响因素。     

社会各阶层的消费观念和行为的差异分析——以河南省居民的体育消费为例

本文从两大类、四个方面分析了社会各阶层的体育消费观念和行为的差别。第一类是各社会阶层的体育消费观念,包括人生观、体育消费价值观;第二类是各阶层的体育消费行为,包括阻碍体育消费的因素、体育消费时考虑的因素。本文根据分析出的社会各阶层的体育消费行为的差异,提出了相应的营销对策。     

大学生消费特点探析

调查表明,大学生消费具有四大特点:消费经费来源具有很强的依赖性,消费行为具有较大的随意性,消费结构具有一定的不合理性,消费观念具有一定的享受性和超前性。大学生应调整消费观念和行为,以提高效用水平。     

进城青年农民消费行为的实证研究--以武汉市进城青年农民为例

进城青年农民是目前我国社会转型时期一个规模庞大的重要社会群体，具有较大的消费潜力。本文以对武汉市进城青年农民的调查为基础，研究了该群体的消费行为特征及其影响因素。文章认为，虽然在总体上进城青年农民仍然受到农村传统消费观念的深刻影响，但是在城市社区中的生活与工作经历，也使得该群体的消费观念开始向现代消费观念转变。     

Brand followers

Both the advertising industry and academia have given increasing attention to the importance of consumer relationship building on social networking sites. By surveying 400 brand followers on Twitter, this study provides a baseline understanding of both motivations and relationships between identified motivations and key consumer–brand relationship variables (i.e. brand identification, brand community commitment, relationship continuance intention, and brand recommendation intention). In addition, we examined what factors affected attitudes towards brand communications on Twitter, based on the consumer socialisation framework. Our findings suggest consumers follow brands on Twitter because of four primary motivations: incentive seeking, social-interaction seeking, brand usage/likeability, and information seeking. The latter three were found to be significant predictors of the consumer–brand relationship variables. Also, individuals who communicate frequently with peers about brands and generally hold more favourable attitudes towards advertising are more likely to have positive attitudes towards brand communications via Twitter.     

Does Being Social Matter? Effects of Enabled Commenting on Credibility and Brand Attitude in Social Media

Public relations practitioners are actively building relationships with bloggers to obtain high-credibility brand mentions and reviews. Practitioners may request bloggers limit comments to maintain control over messages and constrain dissonant perspectives; however, the impact of limiting social features of blogs is unknown. Utilizing source credibility and warranting theory, this article examines the relationship between enabled comments on blogs and brand attitudes, with the moderating variables of credibility and expertise, from both a public relations and consumer behavior perspective. Using an online experiment (N = 527) we found that socialness increases perceptions of blogger expertise, brand attitudes, and purchase intention, but not credibility.     

平台经济视阈下社会责任消费行为意向驱动因素研究

平台经济的快速发展使得平台型社会责任消费问题日益被关注。立足平台经济情境下社会责任消费行为的“利他”属性，基于弱关系理论和消费者—企业认同理论，从社会互动视角对计划行为理论进行重塑,在问卷调查基础上通过统计分析方法研究社会责任消费行为意向驱动因素。实证显示：行为态度、社会规范、感知行为控制及平台企业社会责任认同对社会责任消费行为意向的生态消费、善因消费和诚信消费三个维度均有不同程度的正向影响，其中社会规范是最大的影响变量；行为态度在社会规范、感知行为控制、平台企业社会责任认同与社会责任消费行为意向之间起中介作用。修正后的计划行为理论实现了个人与社会、理性逻辑和情感逻辑的有机统一，能对平台经济视阈下社会责任消费行为意向进行有效的解释与预测,从而为平台社会责任生态化治理提供一定启示。     

Spillover effects from unintended trials on attitude and behavior: Promoting new products through access-based services

Access-based services (ABS) provide an opportunity for brands to promote their new products by enabling (unintended) trials. However, the mechanisms and impact of consumer exposure to products in ABS and the subsequent potential spillover effects on both the brand and the product perception are largely unknown. Our hypotheses are derived from the information integration theory (IIT) and subsequently tested. Study 1 is a field study investigating an unintended trial moderated by involvement and positive experience. The results indicate the positive effects of the unintended trial on product and brand attitudes, brand purchase intention, and word of mouth. In line with IIT, these effects are more pronounced for positive trial experience, although in contrast to IIT, they are less pronounced for high-involvement consumers. While the results of Study 2, an online experiment, show substantial effects of both trials compared with nontrials, they also reveal that intended and unintended trials have a similar impact on attitude, but ABS experiences have a stronger positive impact on brand purchase intention. We thus recommend that brand managers promote not only new products but also their brands in unintended trials. This study fills a gap in current discussions about the trial effect(s) of ABS.     

基于苹果公司的服务品牌与消费体验关系研究

本文以苹果公司产品和服务为调查对象,对苹果公司服务品牌建设进行分析,从消费体验入手进行多维度着手,构建一个消费体验与服务品牌建设关系的理论分析框架。将服务品牌分为外在展示和内涵感知,对消费体验进行分析,并通过问卷调查的形式对苹果公司产品用户进行调研和数据研究,引入实证分析的模式对框架进行分析。通过实证发现:服务品牌的外在展示对思考体验没有正向影响,内涵感知对感官体验没有正向影响。     

Attractiveness,Purchase Intention,and Willingness to Pay More for Global Brands: Evidence from Turkish Market

Emerging markets (EMs) are increasingly becoming significant in income growth for Multinational corporations (MNCs). Therefore, what affects the consumer perceptions and behaviors toward global brands in EMs is a fundamental question to answer for MNCs. There is a remarkable literature on global brands in EMs however there is little evidence specifically upon bandwagon effects. This study aims to fulfil this gap and examines the effects of bandwagon consumption, conspicuous value and social value on consumer attitudes towards the global brands. In the study, data were collected via face-to-face questionnaire from a sample of 458 university students, and Structural Equation Modelling (SEM) was used to test the research hypotheses. As a result, it was found that bandwagon consumption, conspicuous value, and social value have positive impacts on brand attractiveness, purchase intention and willingness to pay more for global brands.     

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.     

Brand personality appeal,brand relationship quality and WOM transmission: a study of consumer markets in Vietnam

This study investigates the impact of brand personality appeal on both brand relationship quality and word-of-mouth (WOM) transmission in Vietnam. It also examines the role of consumer attitudes towards advertising and public relations on brand personality appeal as well as brand relationship quality. An empirical test with a sample of 477 consumers by means of structural equation modelling reveals that brand personality appeal has a positive impact on both brand relationship quality and WOM transmission and that brand relationship quality has a positive effect on WOM transmission. Furthermore, attitudes towards public relations have positive impacts on both brand personality appeal and brand relationship quality. Finally, attitudes towards advertising have a positive impact on brand personality appeal but not on brand relationship quality.     

How social distance affects the intention and behavior of collaborative consumption: A study based on online car-hailing service

In recent years, advances in mobile communications technology have enabled collaborative consumption or product sharing between consumers on a large scale. Unlike traditional consumption, collaborative consumption is based on collaboration among individuals, so that the decision-making mechanisms of individual consumers may be different from those in traditional consumption scenarios. The current study focuses on how the social distance between consumers and drivers affects collaborative consumption intention in the case of online car-hailing services. In this study, the theory of planned behavior (TPB) is used as the foundational framework, and we innovatively add the concept of social distance to the TPB to form a new, and integrated model. We test the model based on data collected from 315 online car-hailing users. The results shows that behavioral attitudes, subjective norms, and perceived behavioral control, positively influence collaborative consumption intention and behavior. More interestingly, we find that social distance has both direct and indirect impacts on collaborative consumption intention: The greater the social distance, the lower the collaborative consumption intention. Moreover, social distance also moderates the influence of subjective norms and perceived behavioral control on collaborative consumption intention. To be specific, the influence of subjective norms and perceived behavioral control on collaborative consumption intention is weakened when consumers perceive less social distance. The results suggest that the integrated model has a stronger explanatory power on collaborative consumption behavior. This study enhances the traditional TPB model and offers insight into promoting collaborative consumption in the context of the sharing economy.     

Marketing eco-fashion: The influence of brand name and message explicitness

This study investigated the influence of two variables – brand name and message explicitness – on attitude toward advertisement and attitude toward brand, and further, explored the impact of attitude toward advertisement, attitude toward brand, and other variables on consumer purchase intention. A questionnaire with an experimental design component was administered to 343 college students. Results revealed that respondents formed positive attitudes toward apparel brand when the advertising message contained explicit information about environmentally friendly products. Attitude toward brand, subjective norm, attitude toward advertisement, eco-fashion involvement, and environmental commitment were strong predictors of intention to purchase an environmentally friendly apparel brand. Implications are that apparel marketers may build more positive attitudes toward brands by providing explicit information about environmentally friendly products in their marketing claims. This may be one way for marketers to attract college students who are interested in purchasing environmentally friendly products, but who are not fully committed to a green lifestyle. Further, marketers may be able to reach those who are less interested in purchasing environmentally friendly products by raising awareness and knowledge of the benefits associated with their products and brands, which may help to establish a sustainable market for eco-fashion.