SOR理论视域下消费者情绪对国货品牌偏好的影响研究  

On the Influence of Consumer Sentiment on Domestic Brand Preference under SOR Theory

作　　者：董星辰 Dong Xingchen(Northeast Agricultural University,Harbin 150006,China)

机构地区：[1]东北农业大学,黑龙江哈尔滨150006

出　　处：《黑河学院学报》2024年第4期76-79,149,共5页Journal of Heihe University

摘　　要：消费者情绪感知因素影响国货品牌偏好。在国货品牌消费者购买行为中,企业社会责任、国货意识和社交媒体三种的消费者情绪感知因素,通过中介变量愉悦和唤起两种情绪,对国货品牌消费者偏好产生正向影响。研究基于SOR模型,建立国货品牌消费者情绪感知影响因素相关假设和概念模型,通过问卷调查收集数据,利用SPSS软件进行数据分析,采用AMOS软件构建结构方程模型并假设检验。研究发现:企业社会责任、社交媒体正向影响消费者情绪价值,积极的情绪对品牌偏好形成积极影响,根据研究结论,对国货品牌提出新的营销思路和建议。Consumers’sentiment perception factors will affect their brand preference.In consumers’purchasing behavior on domestic brand,three sentiment perception factors involve corporate social responsibility,domestic product awareness and social media are.Two emotions involving pleasure and arousal in the intermediary variable have a positive impact on domestic brand consumer preference.Based on SOR model,the research establishes relevant hypotheses and conceptual models regarding factors affecting consumers’emotional perception on domestic brand.The study constructs structural equation model and hypothesis test by collecting data through questionnaire survey,analyzes the data with the help of SPSS software and AMOS software.The research finds that corporate social responsibility and social media positively affect consumers’emotional value,and that positive emotions have a positive impact on brand preference.According to the research results,new marketing ideas and suggestions are put forward for domestic brands.

关 键 词：消费者情绪 国货品牌 SOR理论 品牌偏好 

分 类 号：F713[经济管理—产业经济]