CAJ | 학술논문

本文以ELM理论和学习理论为基础，通过问卷调查法，检验了购买经历对于中国消费者品牌特性感知和品牌偏好的影响作用，从新的视角解释了购买经历对消费者态度转变的形成机制。研究发现：在中国现有环境下，对于低卷入度产品，消费者倾向于采用边缘路径形成对品牌特性的感知和品牌偏好，因此有过购买经历的消费者与那些没有购买经历的消费者相比，会对本土品牌形成较高的特性评价和品牌偏好；对于高卷入度产品，消费者对本土品牌倾向于采用边缘路径形成对品牌特性的感知和品牌偏好，对境外品牌则既可能采用中枢也可能采用边缘路径，具体要视品牌的类型而定，有无购买经历会对不同类型的品牌产生不同的影响。
본문이ELM이론화학습이론위기출，통과문권조사법，검험료구매경력대우중국소비자품패특성감지화품패편호적영향작용，종신적시각해석료구매경력대소비자태도전변적형성궤제。연구발현：재중국현유배경하，대우저권입도산품，소비자경향우채용변연로경형성대품패특성적감지화품패편호，인차유과구매경력적소비자여나사몰유구매경력적소비자상비，회대본토품패형성교고적특성평개화품패편호；대우고권입도산품，소비자대본토품패경향우채용변연로경형성대품패특성적감지화품패편호，대경외품패칙기가능채용중추야가능채용변연로경，구체요시품패적류형이정，유무구매경력회대불동류형적품패산생불동적영향。
Based on the theory of ELM and the literature of learning , and by the questionnaire survey method , this paper tests the impact of buying experience on consumers′perception of brand characteristics and preference , and contributes to better explain the formation mechanism of attitude change in buying behavior from a new perspective .The results suggest that in the context of current China , for product of low involvement , consumers will produce perception of brand charac-teristics and preference through peripheral route , those consumers who have buying experience will produce better brand characteristics and preference than those who haven′t buying experience .For product of high involvement , consumers will produce perception of brand characteristics and preference mainly through central route for local brand , and will through central or peripheral route for non -local brand , which depends on the different types of brand , if have buying experience or not will produce different influences for different types of brand .