规避群体对品牌规避的影响机制研究

为了探讨规避群体对品牌规避的影响,采用实证研究方法,构建理论模型并进行假设检验.通过问卷调查收集数据,运用SPSS和AMOS统计软件分析数据.结果表明:规避群体显著正向影响品牌规避;规避群体正向影响消费者的非理想自我一致性,负向影响消费者的自我-品牌联结;非理想自我一致性是规避群体和自我-品牌联结的完全中介变量,自我-品牌联结是非理想自我一致性和品牌规避的部分中介变量;品牌涉入负向调节规避群体与品牌规避之间的关系及规避群体与非理想自我一致性之间的关系.

Impact Mechanism of Dissociative Group on Brand Avoidance

To investigate the impact of dissociative group on brand avoidance，the empirical research method was used， and a theoretical model was constructed to test the hypotheses. A questionnaire was administered to collect data， and such analytic tools as SPSS and AMOS were used for data analysis. The results showed that dissociative group has a significant positive effect on brand avoidance and undesired self-congruence， while it has a significant negative effect on self-brand connection; undesired self-congruence is a full-mediator between dissociative group and self-brand connection; self-brand connection is a semi-mediator of undesired self-congruence and brand avoidance; brand involvement negatively moderates the relationship between dissociative group and brand avoidance as well as the relationship between dissociative group and undesired self-congruence.