品牌年龄与品牌犯错对消费者购买意向的影响摘 要 品牌犯错是市场研究领域的重要课题，而品牌年龄作为品牌的重要组成部分却鲜有关注。本文试图了解品牌犯错与品牌年龄是否会对消费者购买意向产生影响，因此本研究设计了一组实验来探讨它们之间的关系。结果发现：品牌年龄对消费者购买意向会产生显著影响，并且品牌年龄与品牌犯错之间存在显著的交互作用，即在品牌功能性危害犯错类型下，消费者对老品牌的购买意向显著高于年轻品牌，在品牌身体性危害犯错类型下，消费者对新老品牌的购买意向没有统计学上的差异。本研究也同时发现：品牌身体性危害犯错所引发的消费者心理防御要高于品牌功能性危害犯错，引起消费者更高的防御性评价从而表现为更低的消费者购买意向；品牌年龄作为影响消费者对品牌购买意向的内部线索被消费者感知，在品牌犯错条件下的老品牌较年轻品牌更被消费者认可。关键词 品牌犯错，品牌年龄，购买意向，心理防御，内部线索 The influence of brand age and brand errors on consumers' purchase intentionAbstract: Brand mistakes are an important topic in the field of market research, but brand age as an important part of the brand has received little attention. This article attempts to understand whether brand mistakes and brand age have an impact on consumers' purchase intentions, so this 1study designed a set of experiments to explore the relationship between them. It was found that the age of the brand has a significant impact on consumers ’purchase intentions, and there is a significant interaction between the age of the brand and the brand ’s mistakes, that is, under the type of brand functional hazards, consumers’ purchase intentions for old brands are significantly higher than For young brands, under the type of brand physical harm mistakes, consumers have no statistically different intentions to buy new and old brands. This study also found that the consumer ’s psychological defense caused by the brand ’s physical hazard errors is higher than...
