ISSN 0439-755X
CN 11-1911/B
主办:中国心理学会
   中国科学院心理研究所
出版:科学出版社

心理学报 ›› 2015, Vol. 47 ›› Issue (5): 663-678.doi: 10.3724/SP.J.1041.2015.00663

• 论文 • 上一篇    下一篇

商品陈列方式、先验品牌知识与品牌选择决策 ——弱势品牌的视角

黄赞;王新新   

  1. (上海财经大学国际工商管理学院, 上海 200433)
  • 收稿日期:2014-06-17 出版日期:2015-05-25 发布日期:2015-05-25
  • 通讯作者: 黄赞, E-mail: huangzan126@126.com
  • 基金资助:

    国家自然科学基金项目(71172145、71472074、71402047)和教育部人文社科青年基金项目(14YJC630086、14YJC630073)资助。

Assortment Structure, Prior Knowledge and Brand Choice

HUANG Zan, WANG Xinxin   

  1. (School of International Business Administration, Shanghai University of Finance and Economics, Shanghai 200433, China)
  • Received:2014-06-17 Online:2015-05-25 Published:2015-05-25
  • Contact: HUANG Zan, E-mail: huangzan126@126.com

摘要:

在进行初次购买之时, 商品陈列方式(基于属性与基于利益的陈列方式)和先验品牌知识(强势与弱势的品牌强度)如何影响消费者的品牌选择决策?研究发现, 商品陈列方式显著地影响了消费者的品牌选择决策。这是因为商品陈列方式能够影响消费者处理信息的解释水平。由于解释水平的不同, 商品陈列方式引发了消费者对商品多样性感知和产品质量感知的差异, 最终影响了消费者的品牌选择决策。研究还发现, 由于影响了消费者搜获和获取产品信息的动机, 先验品牌知识(品牌强度)调节了这一影响关系。具体表现为, 在弱势品牌的条件下, 商品陈列方式显著地影响了消费者的品牌选择决策; 但在强势品牌的条件下, 商品陈列方式对消费者品牌选择决策的影响效应不再显著。

关键词: 商品陈列方式, 品牌评价, 品牌选择意愿, 解释水平, 先验品牌知识

Abstract:

Consumers tend to have a higher evaluation and purchase intention toward the products with stronger brands. Compared to foreign products, Chinese alternatives usually occupy a weaker brand position. Hence, Chinese manufacturers who want to increase market share commonly adopt a low-price strategy. However, such strategy may greatly weaken the organization’s ability to gain profits and undermine its long-term development. Moreover, low price is likely to be used by consumers as a signal of poor quality of the products. Therefore, it is important for Chinese manufacturers with weak brands to adopt new competitive strategies. The purpose of this study was to examine how assortment structure affects consumer’s brand choice. The key hypothesis was that the manufacturers with weaker brands, rather than stronger ones, could optimize the assortment structure to affect consumers’ brand choice in a retail environment. We conducted three empirical studies to test our hypotheses. In Study 1, we conducted three separated experiments to examine the impact of the assortment structure on consumers’ perceived variety of products. In particular, Study 1a explored the main effect of the assortment structure (attribute-based vs. benefit-based) on consumers’ perceived variety. Then, studies 1b and 1c composed a Chain-of-Experiments and tested the intermediate mechanism of the construal level in the causal relationship between the assortment structure and consumers’ perceived variety: Study 1b examined the impact of assortment structure on consumers’ construal level, and Study 1c tested the impact of the construal level on consumers’ perceived variety. Study 2 investigated the causal relationship between the assortment structure and consumers’ brand choice. Studies 1 and 2 adopted a one-way between-subject design. Study 3 explored the moderating effect of consumers’ prior knowledge of brand strength in the causal relationship and used a 2 (attribute-based vs. benefit-based assortment structure) × 2 (strong vs. weak brand strength) between-subject design. As regards to the findings, compared to the benefit-based assortment structure, the attribute-based assortment structure increased consumers’ perceived variety of product, and it was the construal level that mediated this causal relationship. On this basis, the assortment structure of product influenced consumers’ brand choice in a retail environment. Meanwhile, a sequential mediation constituted by perceived variety and perceived quality mediated the effect of assortment structure on consumers’ brand choice. Finally, consumers’ prior knowledge of brand strength moderated the causal relationship between assortment structure and consumers’ brand choice. Specifically, the assortment structure affected consumers’ brand choice only when consumers initially perceived the brands as weak, rather than strong. In summary, for weak brands, the attribute-based assortment structure increased consumers’ perception of the product variety and quality, improving consumers’ brand evaluation and purchase intention relative to benefit-based assortment structure. The present research offers some theoretical and managerial implications. Theoretically, our findings suggest that the assortment structure influences consumers’ brand choice, and consumers’ prior knowledge of brand strength moderates this causal relationship. Managerially, we propose that Chinese manufacturers with weak brands can use the attribute-based assortment structure to increase their sales and market share when competing with strong foreign brands.

Key words: assortment structure, construal level, brand evaluation, brand purchase intention, prior knowledge