消费者在购买国际品牌时是否遵循自己的内心或想法?经验的见解

Q1 Business, Management and Accounting

Journal of Global Marketing Pub Date : 2022-09-10 DOI:10.1080/08911762.2022.2113949

Nayyer Naseem, Attila Yaprak

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引用次数: 1

摘要

摘要本研究探讨了在全球品牌领域，消费者亲和力和感知价值对消费者购买意愿的直接和中介影响程度。利用态度理论和阐述可能性模型作为概念锚，在学科间设计中测试了理论驱动的模型。研究结果表明，消费者亲和力具有实质性和直接的影响，而感知价值具有实质性的中介影响，态度的情感成分占主导地位。感知价值对购买意愿的影响比消费者亲和力更强，但消费者愿望使亲和力更强。这些发现推动了消费者行为文献的发展，并增强了市场细分、目标定位和定位环境中的管理决策。

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Do consumers follow their heart or mind when purchasing global brands? Empirical insights

Abstract This study explores the extent of direct and mediated influence of consumer affinity and perceived value on consumers’ purchase intentions, in the realm of global brands. Using attitude theory and the elaboration likelihood model as conceptual anchors, a theory-driven model is tested in a between-subject design. Findings reveal that consumer affinity has a substantial and direct influence, while perceived value has a substantial mediated influence, with dominating affective component of the attitude. Perceived value has a stronger influence than consumer affinity on purchase intentions, but consumer aspirations make affinities stronger. These findings advance the consumer behavior literature and enhance managerial decision-making in market segmentation, targeting, and positioning contexts.

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来源期刊

Journal of Global Marketing Business, Management and Accounting-Business and International Management

CiteScore

6.80

自引率

0.00%

发文量

期刊介绍： Stay current on cross-cultural marketing at both micro and macro levels! The Journal of Global Marketing is the top-notch journal packed with the latest global marketing planning and programming strategies, current information, and contemporary research findings on marketing challenges and opportunities that firms, industries, and public sector agencies encounter worldwide. The expert contributors to the journal include leading marketing and international business scholars, practitioners, and policymakers who provide up-to-date practical information vital for management and administrative professionals.