文献类型：期刊文献

中文题名：消费者品牌选择行为的新视角:社会/个体权力

英文题名：The New Point of Consumers' Choice of Brands:Social/Personal Power

作者：戚海峰[1];吴少华[1];费鸿萍[1]

机构：[1]华东理工大学商学院,上海200237

年份：2016

卷号：31

期号：4

起止页码：50

中文期刊名：华东理工大学学报（社会科学版）

外文期刊名：Journal of East China University of Science and Technology：Social Science Edition

收录：国家哲学社会科学学术期刊数据库;CSSCI:【CSSCI2014_2016】；

语种：中文

中文关键词：社会权力;个体权力;控制感;品牌选择

外文关键词：social power; personal power; sense of control; brand choice

摘要：在以往权力与消费者行为研究的相关文献基础上,本文对权力的内涵进行了进一步的细化,提出了在当前消费者行为中,权力类型属于尚未被重视的对象,由此导致对消费者行为影响的认知无法得到深入探究。另一方面,在权力的作用对象方面,以往的研究也没有关注产品与品牌之间的差异,这也是当前研究存在的明显不足。通过以上分析,本文结合中国消费者所处的经济、社会与文化背景的独特性,提出社会/个体权力对消费者品牌选择行为影响的理论模型,并就未来的研究方向提出一些设想。
Based on previous literatures on power and consumer behavior,the connotation of power is further elaborated in this article. The author put forward the power type belonging to the subject,which has not be given enough emphasis in the current consumer study so that the cognition on power and consumer behavior has not been explored deeply. On the other hand,as for the object on which power has impact,the research in the past did not pay attention to the difference between product and brand as well,which is also an obvious research gap in the present literatures. Based on specific economic,social,and cultural background,a theoretical model of the influence of social / personal power on consumers＇ brand choice is raised.Furthermore,the author suggests some assumptions about future research directions.