基于脑电实验的品牌刻板印象对消费者购买意愿的影响研究

Research on the Effect of Brand Stereotypes on Consumers’ Purchase Intention Based on EEG Experiments

摘要: 本文旨在深入理解消费者对品牌的认知与态度，为品牌营销策略的制定提供科学依据。本文基于ERP脑电波幅变化并辅以TPB模型，探究消费者品牌刻板印象对消费者购买意愿的影响。研究结果表明：公众对国内体育品牌仍存负面刻板印象，且与国外品牌印象差异明显。此外，消费者对产品的认可度与购买意愿呈显著正相关，与消费频率相关性不显著。消费者对蕴含民族文化性的体育产品，其购买频率高于传统商品，认可度和购买意愿也更高。基于以上发现，本研究进一步建议体育品牌发展需全方位推进，以多元策略增强情感、把控品质、拓展市场，改变印象，实现持续发展与竞争优势。

Abstract: This study aims to gain a deeper understanding of consumers’ perceptions and attitudes towards brands, providing a scientific basis for the development of brand marketing strategies. This study explores the impact of consumer brand stereotypes on their purchase intention based on ERP EEG amplitude changes and supplemented by the TPB model. The research results indicate that the public still has negative stereotypes about domestic sports brands, and there are significant differences in their impressions compared to foreign brands. In addition, consumer recognition of the product is significantly positively correlated with purchase intention, but not significantly correlated with consumption frequency. Consumers have a higher frequency of purchasing sports products that contain ethnic cultural elements than traditional products, and their recognition and willingness to purchase are also higher. Based on the above findings, this study further suggests that the development of sports brands needs to be comprehensively promoted, using diverse strategies to enhance emotions, control quality, expand markets, change impressions, and achieve sustainable development and competitive advantages.