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.
出处
《北京理工大学学报（社会科学版）》
CSSCI
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
关键词
功能属性
品牌个性
品牌资产
购买决策
家用轿车
functional attributes
brand personality
brand equity
purchase decision
family cars
