老字号真实性对购买意向的影响——口碑与自我概念一致性的作用
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摘要
老字号重在传承,真实性是老字号的内在属性。基于真实性理论和强化理论,建立了老字号真实性、口碑、自我概念一致性以及购买意向关系的理论模型,并对此进行了实证研究。研究发现:老字号真实性正向影响消费者的购买意向;老字号真实性显著提高消费者的正面口碑,降低消费者的负面口碑;正面口碑在老字号真实性与消费者购买意向的关系中起到中介作用;消费者自我概念一致性程度越高,老字号真实性对正面口碑、负面口碑的影响就越弱,反之越强。研究细化了老字号真实性对消费者购买意向影响的作用路径,丰富了老字号真实性与购买意向关系的理论成果,也为老字号在传承中寻求创新策略提供了重要的指导意义。
The key role of time-honored brand is heritage,and its inherent attribute is authenticity. Authenticity is the perception of consumers' demands of time-honored brands' origin,and word-of-mouth plays a important role in their purchase intention. Based on the authenticity theory and shared reality theory,this paper proposes a theoretical model of the relationship among time-honored brand authenticity,word-of-mouth,and self-image congruence,and conducts a empirical study on it. The result reveals that the time-honored brand authenticity affects consumers' purchase intentions positively,improves the level of consumers' positive word-of-mouth,and reduces the level of consumers' negative word-of-mouth. While,word-of-mouth plays a mediating role in the relationship between time-honored brand authenticity and consumers' purchase intentions. And furthermore,this paper finds that the higher the degree of consumers' self-image congruence,the weaker the time-honored brand authenticity's positive impact on word-of-mouth,and the higher conversely. The result not only refines the influence mechanism of time-honored brand authenticity theoretically,but also provides an important guiding significance for time-honored brand enterprises in their brand management.
The key role of time-honored brand is heritage,and its inherent attribute is authenticity. Authenticity is the perception of consumers' demands of time-honored brands' origin,and word-of-mouth plays a important role in their purchase intention. Based on the authenticity theory and shared reality theory,this paper proposes a theoretical model of the relationship among time-honored brand authenticity,word-of-mouth,and self-image congruence,and conducts a empirical study on it. The result reveals that the time-honored brand authenticity affects consumers' purchase intentions positively,improves the level of consumers' positive word-of-mouth,and reduces the level of consumers' negative word-of-mouth. While,word-of-mouth plays a mediating role in the relationship between time-honored brand authenticity and consumers' purchase intentions. And furthermore,this paper finds that the higher the degree of consumers' self-image congruence,the weaker the time-honored brand authenticity's positive impact on word-of-mouth,and the higher conversely. The result not only refines the influence mechanism of time-honored brand authenticity theoretically,but also provides an important guiding significance for time-honored brand enterprises in their brand management.
引文
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[14]吴漪,何佳讯.全球品牌资产、品牌真实性与购买可能性的关系研究——基于中国消费者的证据[J].营销科学学报,2016,12(2):14-29.
[15]马向阳,魏文文,白寅.老品牌餐厅感知真实性的线索类型及其作用机理——以中国老字号餐厅为例的社会网络分析[J].华东经济管理,2017,31(8):176-184.
[16]杨海龙,郭国庆,陈凤超.根脉传播诉求对集群品牌购买意愿的影响:品牌真实性的中介作用[J].管理评论,2018(3):102-113.
[17]严莉,涂勇.揭秘品牌的SINCE效应[J].销售与市场(管理版),2010(8):32-35.
[18]SILVERMAN G. How to harness the awesome power of word of mouth[J]. Direct Marketing,1997,60(1):32-37.
[19]ALEXANDROV A,LILLY B,BABAKUS E. The effects of social-and self-motives on the intentions to share positive and negative word of mouth[J]. Journal of the Academy of Marketing Science,2013,41(5):1-16.
[20]MONEY R B. Word-of-mouth promotion and switching behavior in Japanese and American business-to-business service clients[J]. Journal of Business Research,2004,57(3):297-305.
[21]STEELE C M,LIU T J. Dissonance processes as self-affirmation[J]. Journal of Personality and Social Psychology,1983,45(1):5-19.
[22]FEIN S,SPENCER S J. Prejudice as self-image maintenance:Affirming the self through derogating others[J].Journal of Personality and Social Psychology,1997,73(1):31-44.
[23]庄素珍.强化理论、双因子理论和三因素模式对顾客满意影响之研究——以品牌手机为例[D].广州:暨南大学,2009:49.
[24]SKINNER B F. Verbal behavior[M]. Engleowod Cliffs NJ:Prentice-Hall,1957.
[25]CHEVALIER J,MAYZLIN D. The effect of word of mouth on sales:Online book review[J]. Journal of Marketing Research,2006,43(3):345-354.
[26]YANG K S. Social orientation and individual modernity among Chinese students in Taiwan[J]. Journal of Social Psychology,1981,113(2):159-170.
[27]YAU O H M. Chinese cultural values:Their dimensions and marketing implications[J]. European Journal of Marketing,1988,22(5):44-57.
[28]SPIGGLE S,NGUYEN H T,CARAVELLA M. More than fit:Brand extension authenticity[J]. Journal of Marketing Research,2012,49(6):967-983.
[29]姚鹏,王新新.弱势企业并购后品牌战略与消费者购买意向关系研究——基于品牌真实性的视角[J].营销科学学报,2014,10(1):97-111.
[30]HARRISON-WALKER L J. The measurement of wordof-mouth communication and investigation of service quality and customer commitment as potential antecedents[J].Journal of Service Research,2001,4(1):60-75.
[31]谢毅,彭泗清.品牌信任和品牌情感对口碑传播的影响:态度和态度不确定性的作用[J].管理评论,2014(2):80-90.
[32]TENG L F,LAROCHE M. Building and testing models of consumer purchase intention in competitive and multicultural environments[J]. Journal of Business Research,2007,60(3):260-268.
[33]MALR L,KROHMER H,HOYER W H,et al. Emotional brand attachment and brand personality:The relative importance of the actual and the ideal self[J]. Journal of Marketing,2011,75(4):35-52.
[34]徐伟,冯林燕,王新新.国际化后本土品牌的真实性还影响购买意向吗?——消费者民族中心主义和合作地位的作用[J].商业经济与管理,2017,37(10):62-71.
[35]徐伟,冯林燕.老字号真实性对口碑传播意向的影响机制研究[J].中央财经大学学报,2018(1):93-101.
[2]徐伟,汤筱晓,王新新.老字号真实性、消费态度与购买意向[J].财贸研究,2015(3):133-141.
[3]何佳讯,秦翕嫣,杨清云,等.创新还是怀旧?长期品牌管理“悖论”与老品牌市场细分取向——一项来自中国三城市的实证研究[J].管理世界,2007(11):96-107,149.
[4]NAPOLI J,DICKINSON S J,BEVERLAND M B,et al. Measuring consumer-based brand authenticity[J].Journal of Business Research,2014,67(6):1090-1098.
[5]安贺新,李喆.中华老字号顾客体验管理问题研究[J].管理世界,2013(2):182-183.
[6]HERR P M,KARDES F R,KIM J. Effects of word-ofmouth and product-attribute information on persuasion:an accessibility-diagnosticity perspective[J]. Journal of Consumer Reseach,1991,17(4):454-462.
[7]BEVERLAND M B,LINDGREEN A,VINK M W. Projecting authenticity through advertising:Consumer judgments of advertisers’claims[J]. Journal of Advertising,2008,37(1):5-15.
[8]BRUHN M,SCHOENMLLER V,SCHFER D,et al. Brand authenticity:Towards a deeper understanding of its conceptualization and measurement[J]. Advances in Consumer Research,2012(40):567-576.
[9]SCHALLEHN M,BURMANN C,RLLEY N. Brand authenticity:Model development and empirical testing[J]. Journal of Product&Brand Management,2014,23(3):192-199.
[10]MORHART F,MALR L,GUEVRMONT A,et al. Brand authenticity:An integrative framework and measurement scale[J]. Journal of Consumer Psychology,2015,25(2):200-218.
[11]ILICIC J,WEBSTER C M. Investigating consumer-brand relational authenticity[J]. Journal of Brand Management,2014,21(4):342-363.
[12]ASSIOURAS I,LIAPATI G,KOULETSIS G,et al. The impact of brand authenticity on brand attachment in the food industry[J]. British Food Journal,2015,117(2):538-552.
[13]LU A C C,GURSOY D,LU C Y. Authenticity perceptions,brand equity and brand choice intention:The case of ethnic restaurants[J]. International Journal of Hospitality Management,2015(50):36-45.
[14]吴漪,何佳讯.全球品牌资产、品牌真实性与购买可能性的关系研究——基于中国消费者的证据[J].营销科学学报,2016,12(2):14-29.
[15]马向阳,魏文文,白寅.老品牌餐厅感知真实性的线索类型及其作用机理——以中国老字号餐厅为例的社会网络分析[J].华东经济管理,2017,31(8):176-184.
[16]杨海龙,郭国庆,陈凤超.根脉传播诉求对集群品牌购买意愿的影响:品牌真实性的中介作用[J].管理评论,2018(3):102-113.
[17]严莉,涂勇.揭秘品牌的SINCE效应[J].销售与市场(管理版),2010(8):32-35.
[18]SILVERMAN G. How to harness the awesome power of word of mouth[J]. Direct Marketing,1997,60(1):32-37.
[19]ALEXANDROV A,LILLY B,BABAKUS E. The effects of social-and self-motives on the intentions to share positive and negative word of mouth[J]. Journal of the Academy of Marketing Science,2013,41(5):1-16.
[20]MONEY R B. Word-of-mouth promotion and switching behavior in Japanese and American business-to-business service clients[J]. Journal of Business Research,2004,57(3):297-305.
[21]STEELE C M,LIU T J. Dissonance processes as self-affirmation[J]. Journal of Personality and Social Psychology,1983,45(1):5-19.
[22]FEIN S,SPENCER S J. Prejudice as self-image maintenance:Affirming the self through derogating others[J].Journal of Personality and Social Psychology,1997,73(1):31-44.
[23]庄素珍.强化理论、双因子理论和三因素模式对顾客满意影响之研究——以品牌手机为例[D].广州:暨南大学,2009:49.
[24]SKINNER B F. Verbal behavior[M]. Engleowod Cliffs NJ:Prentice-Hall,1957.
[25]CHEVALIER J,MAYZLIN D. The effect of word of mouth on sales:Online book review[J]. Journal of Marketing Research,2006,43(3):345-354.
[26]YANG K S. Social orientation and individual modernity among Chinese students in Taiwan[J]. Journal of Social Psychology,1981,113(2):159-170.
[27]YAU O H M. Chinese cultural values:Their dimensions and marketing implications[J]. European Journal of Marketing,1988,22(5):44-57.
[28]SPIGGLE S,NGUYEN H T,CARAVELLA M. More than fit:Brand extension authenticity[J]. Journal of Marketing Research,2012,49(6):967-983.
[29]姚鹏,王新新.弱势企业并购后品牌战略与消费者购买意向关系研究——基于品牌真实性的视角[J].营销科学学报,2014,10(1):97-111.
[30]HARRISON-WALKER L J. The measurement of wordof-mouth communication and investigation of service quality and customer commitment as potential antecedents[J].Journal of Service Research,2001,4(1):60-75.
[31]谢毅,彭泗清.品牌信任和品牌情感对口碑传播的影响:态度和态度不确定性的作用[J].管理评论,2014(2):80-90.
[32]TENG L F,LAROCHE M. Building and testing models of consumer purchase intention in competitive and multicultural environments[J]. Journal of Business Research,2007,60(3):260-268.
[33]MALR L,KROHMER H,HOYER W H,et al. Emotional brand attachment and brand personality:The relative importance of the actual and the ideal self[J]. Journal of Marketing,2011,75(4):35-52.
[34]徐伟,冯林燕,王新新.国际化后本土品牌的真实性还影响购买意向吗?——消费者民族中心主义和合作地位的作用[J].商业经济与管理,2017,37(10):62-71.
[35]徐伟,冯林燕.老字号真实性对口碑传播意向的影响机制研究[J].中央财经大学学报,2018(1):93-101.
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