功能属性和品牌个性对购买决策的影响——以家用轿车行业为例  

The Effect of Functional Attributes and Brand Personality on Consumers' Purchase Decision for Family Cars

作　　者：吴水龙[1] 胡左浩[2] 姚卿[3] 焦文宇[2] 

机构地区：[1]北京理工大学管理与经济学院,北京100081 [2]清华大学经济管理学院,北京100084 [3]北京科技大学东凌经济管理学院,北京100084

出　　处：《北京理工大学学报（社会科学版）》2014年第1期76-83,91,共9页Journal of Beijing Institute of Technology：Social Sciences Edition

基　　金：国家自然科学基金资助项目(71002015;71372017;71372046;71302165);北京理工大学优秀青年教师资助项目

摘　　要：以两个中档轿车品牌——帕萨特和马自达6为例,收集7个城市消费者的1 440份调查问卷,采用结构方程模型实证研究功能属性、品牌个性和品牌资产对消费者购买汽车决策的影响。研究发现:(1)功能属性越强,消费者感知的品牌资产越高;(2)功能属性和品牌个性对购买决策的作用,完全被品牌资产中介;(3)消费者感知的品牌资产越高,购买意愿就越强;(4)品牌个性对于品牌资产的影响因品牌不同而存在差异。How functional attributes, brand personality and brand equity affect consumers＇ purchase intention were examined, with survey data for two car brands ＂Passat＂ and ＂Mazda 6＂. Participants were 1 440 family car consumers across 7 cities in China. Results based on structural equation model suggest that： （1）functional attributes have positive effects on brand equity; （2）the effects of functional attributes and brand personality on purchase intention are mediated by brand equity; （3）brand equity has positive effects on purchase intention; （4）the influence of brand personality on brand equity varies with different brands.

关 键 词：功能属性 品牌个性 品牌资产 购买决策 家用轿车 

分 类 号：F713.50[经济管理—市场营销]