The effect of self- and public-based evaluations on brand purchasing: the interplay of independent and interdependent self-construal
The effect of self- and public-based evaluations on brand purchasing: the interplay of independent and interdependent self-construal
复制标题
自我评价和公众评价对品牌购买的影响：独立自我构念和相互依存自我构念的相互作用
DOI：
10.1080/08961530.2018.1428920
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发表时间：
2018
影响因子：
3.3
通讯作者：
Yoko Sugitani
中科院分区：
文献类型：
--
作者：
Lee;Jaeho;Minoru Hirano;富山栄子;姜京守;姜京守;Yoko Sugitani
本研究表明，品牌重复购买的预测因子在自我构念的基础上存在差异。在美国和日本进行了一项跨国在线调查。运用多群体结构方程模型，比较了两国消费者的再购买意愿预测因子，并比较了独立自我建构与相互依存自我建构消费者的再购买意愿预测因子。结果显示，自我评价（自我品牌连接）对独立自我建构文化中的再购买倾向有显著的预测作用。在相互依存的自我建构文化中，基于公众的评价（群体规范影响品牌评价）是再购买意愿的预测因子。探讨了自我建构对全球品牌化的影响。
This study demonstrates that predictors of repeated brand purchases vary based on self-construal. A cross-national online survey was conducted in the United States and Japan. Using multi-group structural equation modeling, predictors of repurchase intention were compared between these nations, and were also compared between consumers with independent self-construal and those with interdependent self-construal. Results showed that self-based evaluation (self-brand connection) is a significant predictor of repurchase intention in independent self-construal cultures. In contrast, public-based evaluation (group-norm influenced brand evaluation) is a predictor of repurchase intention in interdependent self-construal cultures. The influence of self-construal on global branding is discussed.