体育品牌刻板印象对消费者购买意愿的影响研究
The Impact of Stereotypical Perceptions of Sports Brands on Consumer Purchase Intentions
DOI: 10.12677/sa.2024.133079, PDF,  被引量    科研立项经费支持
作者: 郑 弘：南京邮电大学管理学院，江苏 南京；郭石青：南京邮电大学自动化学院、人工智能学院，江苏 南京
关键词: 体育品牌；消费者购买行为模型；品牌刻板印象；消费者购买意愿；Sports Brands； Consumer Purchasing Behavior Model； Brand Stereotypes； Consumer Purchasing Intentions
摘要: 以消费者的购买意愿为研究对象，采用问卷调查的方法，利用SPSS26.0软件对277个样本进行分析并得出结论：消费者在选择体育产品的过程中，品牌刻板印象显著影响消费者的购买意愿，其中消费者对于国外体育产品的购买意愿更强，其次分别是品牌能力、受教育程度显著正向影响着消费者的购买意愿，其中受教育程度与品牌温暖程度显著反向影响程度，当产品与中国元素较好融合之后，消费者购买意愿也会显著增强。
Abstract: Consumer purchasing intentions were investigated, focusing on the influence of brand stereotypes on consumer behavior in the selection of sports products. A questionnaire survey was conducted, and data from 277 samples were analyzed using SPSS 26.0 software. The results indicate that brand stereotypes significantly affect consumer purchasing intentions in the process of selecting sports products. Particularly, consumers demonstrate a stronger willingness to purchase foreign sports products. Additionally, brand competence and level of education positively influence consumer purchasing intentions. However, education level and brand warmth exhibit a significant inverse relationship with consumer purchasing intentions. Furthermore, when products are well integrated with Chinese elements, consumer purchasing intentions are significantly enhanced.
文章引用：郑弘, 郭石青. 体育品牌刻板印象对消费者购买意愿的影响研究[J]. 统计学与应用, 2024, 13(3): 774-785. https://doi.org/10.12677/sa.2024.133079

参考文献

[1] 国务院关于印发《中国制造 2025》的通知(国发〔2015〕28 号) [EB/OL].
http://www.gov.cn/zhengce/content/2015-05/19/content_9784.htm, 2017-11-10.
[2] 易牧农, 郭季林. 品牌来源国对国内汽车购买者品牌态度的影响[J]. 经济管理, 2009(12): 94-102.
[3] 邵涵怡. 本土化妆品品牌刻板印象成因及创新路径研究——以毛戈平为例[J]. 今传媒, 2024, 32(1): 113-116.
[4] Fiske, S.T., Cuddy, A.J.C., Glick, P. and Xu, J. (2002) A Model of (often Mixed) Stereotype Content: Competence and Warmth Respectively Follow from Perceived Status and Competition. Journal of Personality and Social Psychology, 82, 878-902. [Google Scholar] [CrossRef] [PubMed]
[5] Kervyn, N., Fiske, S.T. and Malone, C. (2012) Brands as Intentional Agents Framework: How Perceived Intentions and Ability Can Map Brand Perception. Journal of Consumer Psychology, 22, 166-176. [Google Scholar] [CrossRef] [PubMed]
[6] Halkias, G., Davvetas, V. and Diamantopoulos, A. (2016) The Interplay between Country Stereotypes and Perceived Brand Globalness/Localness as Drivers of Brand Preference. Journal of Business Research, 69, 3621-3628. [Google Scholar] [CrossRef] 
[7] 冯建英, 穆维松, 傅泽田. 消费者的购买意愿研究综述[J]. 现代管理科学, 2006(11): 7-9.
[8] 何佳讯, 薛泽薇, 方宝英， 等. 品牌与国家联结、品牌刻板印象与消费者购买意愿的研究[J]. 商业经济与管理, 2022(10): 62-76. [Google Scholar] [CrossRef] 
[9] Chiu, C.Y. and Hong, Y.Y. (2006) Social Psychology of Culture. Psychology Press.
[10] 洪波. 我国消费者购买行为决策模型分析[J]. 云南财贸学院学报(社会科学版), 2006, 21(5): 43-45.
[11] 施佳蓉. 品牌标识设计中中国元素匹配性对消费者购买意愿的影响研究[D]: [硕士学位论文]. 北京: 中国矿业大学, 2021.[CrossRef] 
[12] Bennett, A.M. and Hill, R.P. (2012) The Universality of Warmth and Competence: A Response to Brands as Intentional Agents. Journal of Consumer Psychology, 22, 199-204. [Google Scholar] [CrossRef] 
[13] 吴波, 李东进. 基于刻板印象内容模型的品牌感知研究评介[J]. 外国经济与管理, 2013, 35(3): 57-63, 72. [Google Scholar] [CrossRef] 
[14] 王翔宇, 高扬. 体育品牌全球化形象对顾客忠诚的影响研究[J]. 江西社会科学, 2020, 40(11): 188-197, 256.
[15] 尹朝晖. 本土体育用品品牌形象对消费者购买意愿的影响: 以感知价值为中介[J]. 山东体育科技, 2022, 44(3): 29-36. [Google Scholar] [CrossRef] 
[16] 冯俣睿. 体育运动品牌广告竞争的经济负向溢出效应探析[J]. 西部皮革, 2019, 41(4): 33-34.

为你推荐