感知匹配性和卷入度对品牌延伸评价的影响机制研究

被引：2

作者：

危华 ^{[1
]}

宋晓兵 ^{[2
]}

原永丹 ^{[3
]}

机构：

[1] 浙江理工大学经济管理学院

[2] 大连理工大学工商管理学院

[3] 杭州好望角投资管理有限公司

来源：

浙江理工大学学报 | 2013年 / 05期

关键词：

感知匹配性; 双重路径的说服理论; 卷入度; 品牌延伸;

D O I：

暂无

中图分类号：

F273.2 [产品管理];

学科分类号：

1202 ; 120202 ;

摘要：

基于双重路径的说服理论,采用2×2×3的实验检验了感知匹配性和卷入度对消费者的品牌延伸评价过程的影响。研究结果表明,感知匹配性和卷入度均会影响消费者的品牌延伸评价过程,但其作用机制不同。感知匹配性会直接影响消费者的品牌延伸评价过程,高感知匹配性能显著提升消费者对品牌延伸的评价;卷入度通过与感知匹配性间的交互作用间接影响消费者的品牌延伸评价过程,高卷入度下感知匹配性的影响更强。

引用

页码：796 / 800

页数：5

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