社会身份对品牌评价影响的实证研究  

The Empirical Study on the Impact of Social Identity on Brand Evaluation

作　　者：吴水龙[1] 袁永娜[2] 洪淑芳[1] 皮丽莉 WU Shui-long YUAN Yong-na HONG Shu-fang PI Li-li(School of Management and Economics, Beijing Institute of Technology, Beijing 100081, China School of Public Policy and Management, University of Chinese Academy of Sciences, Beijing 100049 China)

机构地区：[1]北京理工大学管理与经济学院,北京100081 [2]中国科学院大学公共政策与管理学院,北京100049

出　　处：《数学的实践与认识》2016年第19期37-46,共10页Mathematics in Practice and Theory

基　　金：国家自然科学基金(71372017)

摘　　要：基于社会身份的消费者行为研究是社会学、心理学和营销学融合视角的新兴领域,社会身份对品牌评价具有影响,但这种影响存在作用条件.通过对社会身份、品牌评价、产品涉入度,动机等核心概念进行梳理研究,利用实验法实证研究了社会身份对品牌评价的作用关系,并引入产品涉入度作为调节变量,动机作为中介变量.研究结果发现,社会身份的激发可以显著提高消费者的品牌评价,且产品涉入度越高,显著性越大,产品涉入度低,则提高作用不显著.动机在社会身份和品牌评价关系中具有部分中介作用.Research on consumer behavior based on social identity is an emerging academic field related to sociology,psychology and marketing.Though social identity has an impact on brand evaluation,this effect has its conditions and boundaries.Based on sorting out the core concept of social identity,brand evaluation,product involvement and motivation,this empirical article studies the relationship between social identity and brand evaluation using experimental method,and introduces product involvement as a moderator and motivation as a mediator variable.The results show that inspiration of social identity can significantly improve consumers＇ brand evaluation,and the higher the degree of product involvement,the greater significance.While if the product involvement is low,the effect is not significantly improved.Motivation has a partial mediating role in the evaluation of social identity and brand relationship.

关 键 词：社会身份 品牌评价 产品涉入度 动机 

分 类 号：F273.2[经济管理—企业管理] C912.3[经济管理—国民经济]