叠音品牌名称对不同性别大学生消费偏好的影响

The Effect of Repeated Two-Syllable Brand Name on the Consumption Preference of College Students in Different Genders

摘要: 品牌名称是产品与消费者之间的纽带。有研究表明品牌名称能够影响顾客的购买决策行为，例如叠音品牌就可以通过婴儿图式对消费者的温暖知觉产生影响。我们的生活中有许多叠音品牌名称，如“娃哈哈”、“趣多多”、MIUMIU等。而消费者自身的偏好和个体差异也会影响产品在他们心中的形象。因此，研究不同消费群体对不同品牌名称的偏好具有重要实用价值。本研究通过问卷法对231名大学生施测，考察叠音品牌对不同性别大学生偏好的影响，并探究不同产品功能和不同性别倾向产品在其中发挥的作用。结果显示：大学生对非叠音产品的偏好要显著高于叠音产品；对于男性倾向产品和中性倾向产品，大学生消费者对于非叠音品牌名称的喜好程度显著高于叠音品牌名称。

Abstract: It is widely reported that the brand name is the bond between the products and the consumers. Some studies also have shown that the brand name can influence the customers’ purchase deci-sion-making behavior. For example, the repeated two-syllable brand name can influence the consumer’s warm perception according to the baby pattern. As is known to us, there are many repeated two-syllable brand names in our lives, such as “Wa Haha”, “Qu Duoduo”, MIUMIU, etc. Consumers' own preferences and individuals’ differences can also affect the image of products in their hearts. Therefore, it is of great practical value to study the preferences of different consumer groups for different brand names. Based on the reference of predecessors, this study adds the gender identity to the classification of product types, at the same time, the college students whose consumption behavior is very representative are selected. On this basis, the influence of gender factors on consumer preference was further considered, as well as different functions of the product types and different gender orientations of the product types in which to play a role. Therefore, 231 college students from different regions, different grades and different majors were recruited. The method of online testing was used to inform the participants that we would create a new brand, in order to control the interference of consumers’ stereotypes of the original brand and independent variables such as individual experience. The brand name selected in this experiment follows the virtual brand name used by predecessors to investigate the influence of overlapping brand on the consumption preference of college students of different genders. Finally, the recovery data were screened, and the data of 8 subjects that did not meet the requirements such as missing answers and wrong answers were deleted. Finally, 223 effective subjects remained, including 108 males and 115 females. Finally, the recovery data was screened and 8 test subjects who did not meet the requirements, such as missing answers and wrong answers, were deleted. Finally, 223 valid subjects were included in the analysis, including 108 males and 115 females. The results show that: firstly, compared with female college students, male college students prefer male-oriented products; compared with male college students, female college students prefer female-oriented products, which also verifies the effectiveness of gender-specific classification of products according to gender attributes before the trial test; secondly, the preference of college students for neutral products is significantly greater than that for male products, while the preference for male products and neutral products is not significantly different from that of female products. Finally, the preference of college students for repeated two-syllable brand name is significantly higher than that for non-repeated two-syllable products. And for the male-oriented product and the neutral-oriented product, the college student’s preference for the non-repeated two-syllable products is significantly higher than the repeated two-syllable brand name. This also gives the enterprise marketing a series of inspirations, that is, the repeated two-syllable brand name does affect the consumption preferences of college students, but the impact is very limited compared to children’s products. Therefore, enterprises should pay attention to the functional characteristics, positioning and main consumer characteristics of products before considering the overlapping rhetoric into the brand name.