消费者升级消费意愿影响因素研究  

Influential Factors on Upgrade Purchase Intention

作　　者：舒雪菲 李江天[1,2] 严岿[1,2] 

机构地区：[1]武汉理工大学汽车工程学院,湖北武汉430070 [2]现代汽车零部件技术湖北省重点实验室,湖北武汉430070

出　　处：《武汉理工大学学报（信息与管理工程版）》2014年第3期414-417,共4页Journal of Wuhan University of Technology：Information & Management Engineering

摘　　要：从消费者的角度建立了升级消费意愿影响因素模型,并通过实证研究证明了顾客认知价值、品牌个性与自我概念一致性和转换障碍是升级消费意愿的3个影响因素,除此之外还得到了自我概念一致性作为调节变量影响顾客认知价值与升级消费意愿之间的关系的结论。Based on the perspective of consumers , a model of influential factors on upgrade purchase intention was established.Through empirical research , it is proved that customer perceived value , brand-personality congruence and switching barrier are the three main factors of upgrade purchase intention .And brand-personality congruence is considered as the moderator which influences the relationship between customer perceived value and upgrade purchase intention .

关 键 词：升级消费 认知价值 品牌个性与自我概念一致性 转换障碍 

分 类 号：F713[经济管理—产业经济]