山东师范大学学报:人文社会科学版
山東師範大學學報:人文社會科學版
산동사범대학학보:인문사회과학판
Journal of Shandong Normal University(Social Science Edition)
2013年
3期
76~80
,共null页
自我与他人 品牌决策 信息加工过程
自我與他人 品牌決策 信息加工過程
자아여타인 품패결책 신식가공과정
self and other person; brand decision; Information processing process
以平均年龄为33.67岁的消费者为被试,探讨了他们在信息板上作出的为自我和为他人进行品牌决策的信息加工过程。女性消费者在为自我比为他人品牌决策的平均决策时间要长,信息搜索深度要深。在为自我进行品牌决策时,女性消费者的平均决策时间和信息搜索深度要比男性消费者高。男、女性消费者在进行自我品牌决策时使用基于选项的信息搜索模式,而为他人进行品牌决策时使用基于属性的信息搜索模式。
以平均年齡為33.67歲的消費者為被試,探討瞭他們在信息闆上作齣的為自我和為他人進行品牌決策的信息加工過程。女性消費者在為自我比為他人品牌決策的平均決策時間要長,信息搜索深度要深。在為自我進行品牌決策時,女性消費者的平均決策時間和信息搜索深度要比男性消費者高。男、女性消費者在進行自我品牌決策時使用基于選項的信息搜索模式,而為他人進行品牌決策時使用基于屬性的信息搜索模式。
이평균년령위33.67세적소비자위피시,탐토료타문재신식판상작출적위자아화위타인진행품패결책적신식가공과정。녀성소비자재위자아비위타인품패결책적평균결책시간요장,신식수색심도요심。재위자아진행품패결책시,녀성소비자적평균결책시간화신식수색심도요비남성소비자고。남、녀성소비자재진행자아품패결책시사용기우선항적신식수색모식,이위타인진행품패결책시사용기우속성적신식수색모식。
The average age of 33.67 consumers were chosen, and the research explored the information processing of brand decision on self - other person. The results showed that : ( 1 ) there was a significant difference between self and others ( decision role) in the brand decision - making information processing; (2) Male and female (gender) consumers had also significant differences in information processing of brand decision making; (3) Decision role and gender had obvious cross interaction. Further analysis showed that the average decision time of female consumers was longer in the self than other in brand decision, and the information search depth in the self is deeper than others. In self brand decision making, the average decision time and the information search depth of female consumers were higher than that of male. Male and Female consumers use the decision Strategy based on alternative in self brand decision, but use the decision Strategy based on attribute in other brand decision.