Comparison of the Influence of Self-Driving Technology Brand Name on Purchase Intention Between Japan and the US
Comparison of the Influence of Self-Driving Technology Brand Name on Purchase Intention Between Japan and the US
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日美自动驾驶技术品牌名称对购买意愿的影响比较
DOI：
10.1016/j.promfg.2020.01.320
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发表时间：
2019
期刊：
影响因子：
--
通讯作者：
Takumi Kato
中科院分区：
文献类型：
--
作者：
Takumi Kato
品牌名称占消费者对产品态度的34%。对品牌名称的研究主要集中在企业和产品品牌上，但近年来，人们也开始关注技术品牌名称。由于技术品牌跨越到产品品牌，如果成功的话，它们可能比产品品牌更有助于建立企业品牌形象。但科技品牌名称对购买意愿的影响程度尚未得到充分评估。因此，仍有许多技术品牌名称难以为顾客所认知，并且由于技术品牌名称被视为不重要而无法激发购买意愿。因此，本研究评估了日本和美国之间由于自动驾驶技术的技术品牌而导致的购买意愿差异。对2，000人进行了一项关于目标车辆购买意向的在线调查：小型货车（日本）和轿车（美国）。参与者审查了仅更改了技术品牌名称的产品说明书。结果表明，在日本，传达安全性的品牌名称显示出很高的影响力，比值比约为1.5。这些品牌名称使用了现有英语单词的组合，这可能导致它们在日本的影响力大于美国。本研究可借由厘清科技品牌名称对消费者行为之重要性，提供品牌策略之参考。
Brand name accounts for 34% of consumers’ attitude toward products. Research on brand names has focused on corporate and product brands, but in recent years, attention has also been paid to technology brand names. Since technology brands cross over into product brands, if successful, the possibility exists that they can contribute to establishing corporate brand image more than product brands. However, the degree of influence of technology brand name on purchase intention has not been sufficiently evaluated. As a result, there are still many technology brand names that are difficult for customers to recognize and do not stimulate purchase intention because the technology brand name is regarded as unimportant. Therefore, this study evaluated differences in purchase intention due to technology brand name for self-driving technology in the automobile industry between Japan and the US. An online survey was administered to 2,000 people concerning their purchase intention of target vehicles: minivans (Japan) and sedans (US). The participants reviewed product sheets in which only the technology brand name had been changed. The results indicate that brand names that convey safety in Japan showed a high level of influence, with an odds ratio of about 1.5. These brand names used combinations of existing English words, which may have caused their influence to be greater in Japan than the US. This study can be used to inform brand strategy by clarifying the importance of technology brand name on consumer behavior.