文献类型：期刊文献

中文题名：混乱物理环境对消费者品牌标识边界偏好的影响——控制感的中介作用

英文题名：The Influence of Disorganised Environment on Consumer’s Preference for Brand Logo Boundaries-The Mediating Effect of Personal Control

作者：杜伟宇[1];姜豪[1];叶洋[1];仇赛男[1]

机构：[1]华东理工大学商学院

年份：2017

卷号：13

期号：3

起止页码：25

中文期刊名：营销科学学报（辑刊）

外文期刊名：Journal of Marketing Science

收录：CSSCI:【CSSCI_C2017_2018】；

基金：教育部人文社会科学研究规划基金(15YJA630014)的支持

语种：中文

中文关键词：混乱物理环境;边界偏好;品牌标识;控制感

外文关键词：disorganised physical environment;preference for boundaries;brand logo;personal control

摘要：有序与混乱的物理环境普遍存在于人类生活中,并对人们的消费行为产生一定的影响。本研究以混乱物理环境为自变量,消费者品牌标识边界偏好为因变量,探讨混乱物理环境对消费者品牌标识边界偏好的影响。实验结果表明,相对于有序的物理环境,处于混乱物理环境中的消费者更会偏好有边界的品牌标识(实验1A和实验1B),控制感在混乱物理环境对品牌标识边界偏好的影响中起到了中介作用(实验2)。本研究不仅丰富了消费者行为领域有关混乱物理环境的研究主题,也为企业制定有效的营销策略提供了依据。
Organisation and disorganization are prevalent in human society, which have some effect on people’s daily life. This article takes disorganised environment as the independent variable and preference for brand logo boundaries as dependent variable. We tested if disorganised environment has a different effect on the preference for brand logo boundaries. Studies show that compared to the organised enviroment, people in disorganised environment prefer bounded brand logo(Study 1 A and 1 B).Personal control plays the mediating effect between disorganised environment and preference for brand logo boundaries( study2). This research not only expands new growth point of environmental orderness in the field of consumer behavior, but also provides a basis for enterprise to make effective marketing strategy.