品牌联名产品属性对消费者购买意愿的影响研究——基于消费者感知价值视角被引量：17

Research on the Influence of Co-branded Product Attributes on Consumers’Purchase Intention:Based on the Perspective of Consumers’Perceived Value

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摘要随着我国数字经济快速发展,产品营销不仅需要满足物质需求,还要满足心理和精神需要,品牌跨界联名营销成为当前正在快速发展的产品营销模式之一。品牌联名产品作为近年来年轻人消费群体偏爱的产品类型之一,未来发展势头不容小觑。本文基于消费者感知价值理论视角,在前人研究成果基础上提出研究假设,构建“品牌联名产品属性-消费者感知价值-消费者购买意愿”的理论模型;通过网络问卷调查方式收集数据,运用SPSS和Mplus软件对数据进行验证分析。研究发现:企业在进行品牌联名时不能一味追求名牌效应,而应从消费者感知的情感价值、社会价值和成本水平入手着重提升产品内在价值;在寻求品牌联名时应优先考虑品牌联名双方的价值适配性;灵活适度使用限量供应、提高产品价格等营销方式。本文研究一方面从品牌联名产品属性角度拓展了消费者感知价值及其购买意愿的影响因素研究内容;另一方面为企业开发品牌联名产品从消费者感知价值角度提供可资借鉴的实践启示。 With the rapid development of digital economy in our country,the product marketing needs not only to meet the material needs,but also the psychological and spiritual needs.The brand cross-brand joint marketing has become one of the rapidly developing product marketing patterns.As one of the product types favored by young consumer groups in recent years,the future development momentum can not be underestimated.Based on the perspective of consumer perceived value theory,research hypothesis on the basis of previous research results was proposed,and a theoretical model of“brand-co-branded product attributes-consumer perceived value-consumer purchase intention”was constructed.The data were collected through online questionnaire survey and verified and analyzed by SPSS and Mplus.The results show that enterprises should not blindly pursue the famous brand effect,but should focus on improving the intrinsic value of products from the emotional value,social value and cost level perceived by consumers.Priority should be given to the value compatibility of both parties when seeking brand co-branding.Flexible and appropriate use of limited supply,increasing product prices and other marketing methods.On the one hand,it expands the research content of influencing factors of consumers’perceived value and purchase intention from the perspective of brand co-branded product attributes.On the other hand,it provides practical enlightenment for enterprises to develop brand co-branded products from the perspective of consumer perceived value.

作者杨淼乔魏若寒 Yang Miao;Qiao Weiruohan(Business School,Beijing Technology and Business University,Beijing 100037,China)

机构地区北京工商大学商学院

出处《技术经济》 CSSCI 北大核心 2023年第5期201-212,共12页 Journal of Technology Economics

基金北京工商大学青年教师科研启动基金“企业科技向善行为的结构测量、组态前因及其对企业绩效的影响研究”(19008022202) 国家社会科学基金重点项目“我国经济安全保障体系研究”(20AZD112)。

关键词品牌联名产品属性消费者感知价值消费者购买意愿 brand co-branded product attributes consumer perceived value consumer purchase intention

分类号 C93 [经济管理—管理学]

作者简介通讯作者:杨淼,博士,北京工商大学商学院讲师,研究方向:创新管理、战略管理;乔魏若寒,北京工商大学商学院硕士研究生,研究方向:创新管理、消费者行为。