CAJ | 학술논문

品牌决策是品牌意识的具体体现，研究消费者品牌决策对企业具有重要意义。文章基于历史文献，提出消费者品牌决策影响因素概念模型，并结合中国女性消费者化妆品牌决策进行了实证分析。结果表明：品牌决策影响因素主要包括消费者心理因素、约束条件与使用环境因素、产品类别因素、产品特征因素和企业行为因素；品牌保留者转换行为主要受消费者心理、产品特征的影响。满意转换者主要受约束条件和使用环境、消费者心理的影响，而不满意转换者主要受产品特征、企业行为的影响。
품패결책시품패의식적구체체현，연구소비자품패결책대기업구유중요의의。문장기우역사문헌，제출소비자품패결책영향인소개념모형，병결합중국녀성소비자화장품패결책진행료실증분석。결과표명：품패결책영향인소주요포괄소비자심리인소、약속조건여사용배경인소、산품유별인소、산품특정인소화기업행위인소；품패보류자전환행위주요수소비자심리、산품특정적영향。만의전환자주요수약속조건화사용배경、소비자심리적영향，이불만의전환자주요수산품특정、기업행위적영향。
The research of consumer＇s brand decision is important for company because it is the embodying of brand cognition. On the basis of theory reviewing, a concept model of factors of consumer brand decision is built up in the paper. Also an examination of the female cosmetic purchasing had been conducted. The result shows that the factors of consumer brand choice can be summarized as ： factor of consumer psychology, factor of constraint and application environment, factor of product category, factor of product performance and factor of marketing activities. And according to the result of multiple regression modeling, different kind of brand switch is caused by different factors. The main factors of brand maintaining are factor of consumer psychology and factor of product performance. The main factors of satisfied brand switch are factor of constraint and application environment. The main factors of unsatisfied brand switch are factor of product performance and factor of marketing activities.