CAJ | 학술논문

文化因素对消费者的行为以及企业的营销策略具有重要的影响,而在亚太很重要的一个方面就是华人世界中显著的吉利性偏好。其中又尤其以吉利性的数字与词汇具有最为普遍的影响,并突出体现在商品价格的尾数以及商品的品牌名称上。选择吉利数字作为商品价格的尾数能够增加消费者购买的可能性,但可能造成消费者满意度的下降。不过这种购买可能性的提高在产品质量稳定的条件下将得到进一步的加强。而吉利性偏好程度越高的消费者,对品牌名称吉利因素的感知度也会越高,进而对消费者的品牌认知程度有正向影响。最终,较高的品牌名称吉利性感知以及较高的品牌认知能够共同提高消费者的购买意图。因此,文化信仰中传统吉利性偏好与尾数定价和品牌命名称的结合,将能够对消费者的行为产生影响,这将是企业营销决策需要考虑的因素之一。
문화인소대소비자적행위이급기업적영소책략구유중요적영향,이재아태흔중요적일개방면취시화인세계중현저적길리성편호。기중우우기이길리성적수자여사회구유최위보편적영향,병돌출체현재상품개격적미수이급상품적품패명칭상。선택길리수자작위상품개격적미수능구증가소비자구매적가능성,단가능조성소비자만의도적하강。불과저충구매가능성적제고재산품질량은정적조건하장득도진일보적가강。이길리성편호정도월고적소비자,대품패명칭길리인소적감지도야회월고,진이대소비자적품패인지정도유정향영향。최종,교고적품패명칭길리성감지이급교고적품패인지능구공동제고소비자적구매의도。인차,문화신앙중전통길리성편호여미수정개화품패명명칭적결합,장능구대소비자적행위산생영향,저장시기업영소결책수요고필적인소지일。
Cultural factor conducts a vital influence on consumers＇behaviors as well as enterprises＇marketing strategies. Luck-chasing preference is a distinct feature among Chinese world of the Asia,represented by lucky number and words which always appear on the mantissas of price and name of brand. The lucky-number mantissa of price can increase the possibility of purchase that could be further improved under stable quality of products,even though it might cause the decrease of consumer satisfaction. The higher degree of luck-chasing hobby consumer has,the more perception they hold toward lucky factors of brand name. It is the positive effect of brand awareness and perception that enhance consumer＇s purchase intentions. Therefore,in cultural faith,combining the traditional preference of chasing luck with mantissa pricing and brand naming can affect consumer conduct,which is one of the factors that should be taken into consideration during enterprises＇decision-making.