อิทธิพลของการบริโภคเชิงสถานภาพต่อการตอบสนองและคุณค่าตราสินค้าของผู้บริโภค
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ต.ค. 24, 2018
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การบริโภคเชิงสถานภาพ การตอบสนองต่อตราสินค้า พฤติกรรมผู้บริโภค การวิจัยเชิงสำรวจ
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บทคัดย่อ
การวิจัยครั้งนี้ เป็นการวิจัยเชิงปริมาณและใช้วิธีการวิจัยเชิงสำรวจ โดยมีวัตถุประสงค์เพื่อทำการศึกษาถึงความสัมพันธ์ระหว่าง (1) การบริโภคเชิงสถานภาพกับการตอบสนองต่อตราสินค้า ซึ่งแบ่งออกเป็น 4 ประเด็นย่อย ได้แก่ ความสอดคล้องของภาพลักษณ์ ความเกี่ยวพัน ความอ่อนไหวต่อราคา และความอ่อนไหวต่อตราสินค้า (2) การบริโภคเชิงสถานภาพกับคุณค่าตราสินค้าของผู้บริโภค และ (3) การตอบสนองต่อตราสินค้ากับคุณค่าตราสินค้าของผู้บริโภค โดยเก็บข้อมูลกับผู้บริโภคเพศชายและเพศหญิงในช่วงวัยทำงานตอนต้น อายุ 22-29 ปี ในเขตกรุงเทพมหานคร จำนวน 400 คน ผลการวิจัยพบว่า การบริโภคเชิงสถานภาพมีความสัมพันธ์เชิงบวกกับความสอดคล้องของภาพลักษณ์ ความเกี่ยวพัน ความอ่อนไหวต่อตราสินค้า และคุณค่าตราสินค้าอย่างมีนัยสำคัญทางสถิติ ในขณะที่การบริโภคเชิงสถานภาพมีความสัมพันธ์เชิงลบกับความอ่อนไหวต่อราคาอย่างมีนัยสำคัญทางสถิติ นอกจากนี้ยังพบว่า ความสอดคล้องของภาพลักษณ์ ความเกี่ยวพัน และความอ่อนไหวต่อตราสินค้ามีความสัมพันธ์เชิงบวกกับคุณค่าตราสินค้าอย่างมีนัยสำคัญทางสถิติ ในขณะเดียวกันพบว่า ความอ่อนไหวต่อราคามีความสัมพันธ์เชิงลบกับคุณค่าตราสินค้าอย่างมีนัยสำคัญทางสถิติ
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References
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Assael, H. (2004). Consumer behavior: A strategic approach. Boston, MA: Houghton Mifflin.
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Lachance, M. J., Beaudoin, P., & Robitaille, J. (2003). Adolescents' brand sensitivity in apparel: Influence of three socialization agents. International Journal of Consumer Studies, 27(1), 47-57.
Laurent, G. & Kapferer, J. -N., (1985) Measuring consumer involvement profiles. Journal of Marketing Research, 22(1), 41-53.
Liu, F., Li, J., Mizerski, D., & Soh, H. (2012). Self-congruity, brand attitude, and brand loyalty: A study on luxury brands. European Journal of Marketing, 46(7/8), 922-937.
Mowen, J. C., & Minor, M. (1998). Consumer behavior (5th ed.). Upper Saddle River, NJ: Prentice Hall.
Netemeyer, R. G., Krishnan, B., Pulling, C., Wang, G. P., Yagci, M., Dean, D., Ricks, J., & Wirth, F. (2004). Developing and validating measures of facets of customer-based brand equity. Journal of Business Research, 57(2), 209-224.
O'Cass, A., & Choy, E. (2008). Studying Chinese generation Y consumers' involvement in fashion clothing and perceived brand status. Journal of Product & Brand Management, 17(5), 341-352.
O'Cass, A., & Frost, H. (2002). Status brands: Examining the effects of non-product-related brand associations on status and conspicuous consumption. Journal of Product & Brand Management, 11(2), 67-88.
O'Cass, A., & McEwen, H. (2004). Exploring consumer status and conspicuous consumption. Journal of Consumer Behavior, 4(1), 25-39.
Onkvisit, S., & Shaw, J. (1987). Self-concept and image congruence: Some research and managerial implications. The Journal of Consumer Marketing, 4(1), 13-23.
Phau, I., & Cheong, E. (2009). How young adult consumers evaluate diffusion brands: Effects of brand loyalty and status consumption. Journal of International Consumer Marketing, 21(2), 109-123.
Roy, R., & Chau, R. (2011). Consumer-based brand equity and status-seeking motivation for a global versus local brand. Asia Pacific Journal of Marketing and Logistics, 23(3), 270-284.
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th ed.). Upper Saddle River, NJ: Prentice Hall.
Shukla, P. (2010). Status consumption in cross-national context. International Marketing Review, 27(1), 108-129.
Solomon, M. R. (2011). Consumer behavior: Buying, having, and being (9th ed.). Upper Saddle River, N.J: Prentice Hall.
Sproles, G. B., & Kendall, E. L. (1986). A methodology for profiling consumers' decision-making styles. The Journal of Consumer Affairs, 20(2), 267-279.
Stolley, K. S. (2005). The basic of sociology. Westport, CT: Greenwood Press.
Vigneron, F., & Johnson, L. W. (1999). A review and a conceptual framework of prestige-seeking consumer behavior. Academy of Marketing Science Review. Retrieved August 25, 2012, from http://www.amsreview.org/articles/vigneron01-1999.pdf
Yasin, B. (2009). The Role of Gender on Turkish Consumers’ Decision Making Styles, Advances in Consumer Research, 8(1), 301-308.
Assael, H. (2004). Consumer behavior: A strategic approach. Boston, MA: Houghton Mifflin.
Amine, A. (1998). Consumers' true brand loyalty: The central role of commitment. Journal of Strategic Marketing, 6(4), 305-319.
Day, G. S. (1969). A two-dimensional concept of brand loyalty. Journal of Advertising Research, 9(3), 29-36.
Deeter-Schmelz, D. R., Moore, J. N., & Goebel, D. J. (2000). Prestige clothing shopping by consumer: A confirmatory assessment and refinement of the precon scale with managerial implications. Journal of Marketing Theory and Practice, 8(4), 43-58.
Eastman, J. K., & Eastman, K. L. (2011). Perceptions of status consumption and the economy. Journal of Business & Economics Research, 9(7), 9-19.
Eastman, J. K., Goldsmith, R. E., & Flynn, L. R. (1999). Status consumption in consumer behavior: Scale development and validation. Journal of Marketing Theory and Practice, 7(3), 41-51.
Eastman, J. K., & Liu, J. (2012). The impact of generational cohorts on status consumption: An exploratory look at generational cohort and demographics on status consumption. Journal of Consumer Marketing, 29(2), 93-102.
Farquhar, P. H. (1990). Managing brand equity. Journal of Advertising Research, 30(4), 7-12.
Goldsmith, R. E., Flynn, L. R., & Clark, R. A. (2012). Materialistic, brand engaged and status consuming consumers and clothing behaviors. Journal of Fashion Marketing and Management, 16(1), 102-119.
Goldsmith, R. E., & Newell, S. J. (1997). Innovativeness and price sensitivity: Managerial, theoretical and methodological issues. Journal of Product and Brand Management, 6(3), 163-174.
Goldsmith, R. E., Flynn, L. R., & Kim, D. (2010). Status consumption and price sensitivity. Journal of Marketing Theory and Practice, 18(4), 323-338.
Hawkins, D. I., & Mothersbaugh, D. L. (2010). Consumer behavior: Building marketing strategy (11th ed.). NY: McGraw-Hill.
Husic, M., & Cicic, M. (2009). Luxury consumption factors. Journal of Fashion Marketing and Management, 13(2), 231-245.
Kapferer, J. N., & Laurent, G. (1988). Consumer brand sensitivity: A key to measuring and managing brand equity. In L. Leuthesser (Ed.). Defining, measuring, and managing brand equity: A conference summary (Report no. 88-104, pp. 12-15). Cambridge, MA: Marketing Science Institute.
Keller, K. L. (2008). Strategic brand management: Building, measuring, and managing brand equity (3rd ed.). Upper Saddle River: Pearson Prentice Hall.
Kilsheimer, J.C. (1993). Status consumption: The development and status implications of a scale measuring the motivation to consumers for status (Doctoral's thesis). Available from ProQuest Dissertations and Theses database. (UMI No. 9317645)
Lachance, M. J., Beaudoin, P., & Robitaille, J. (2003). Adolescents' brand sensitivity in apparel: Influence of three socialization agents. International Journal of Consumer Studies, 27(1), 47-57.
Laurent, G. & Kapferer, J. -N., (1985) Measuring consumer involvement profiles. Journal of Marketing Research, 22(1), 41-53.
Liu, F., Li, J., Mizerski, D., & Soh, H. (2012). Self-congruity, brand attitude, and brand loyalty: A study on luxury brands. European Journal of Marketing, 46(7/8), 922-937.
Mowen, J. C., & Minor, M. (1998). Consumer behavior (5th ed.). Upper Saddle River, NJ: Prentice Hall.
Netemeyer, R. G., Krishnan, B., Pulling, C., Wang, G. P., Yagci, M., Dean, D., Ricks, J., & Wirth, F. (2004). Developing and validating measures of facets of customer-based brand equity. Journal of Business Research, 57(2), 209-224.
O'Cass, A., & Choy, E. (2008). Studying Chinese generation Y consumers' involvement in fashion clothing and perceived brand status. Journal of Product & Brand Management, 17(5), 341-352.
O'Cass, A., & Frost, H. (2002). Status brands: Examining the effects of non-product-related brand associations on status and conspicuous consumption. Journal of Product & Brand Management, 11(2), 67-88.
O'Cass, A., & McEwen, H. (2004). Exploring consumer status and conspicuous consumption. Journal of Consumer Behavior, 4(1), 25-39.
Onkvisit, S., & Shaw, J. (1987). Self-concept and image congruence: Some research and managerial implications. The Journal of Consumer Marketing, 4(1), 13-23.
Phau, I., & Cheong, E. (2009). How young adult consumers evaluate diffusion brands: Effects of brand loyalty and status consumption. Journal of International Consumer Marketing, 21(2), 109-123.
Roy, R., & Chau, R. (2011). Consumer-based brand equity and status-seeking motivation for a global versus local brand. Asia Pacific Journal of Marketing and Logistics, 23(3), 270-284.
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th ed.). Upper Saddle River, NJ: Prentice Hall.
Shukla, P. (2010). Status consumption in cross-national context. International Marketing Review, 27(1), 108-129.
Solomon, M. R. (2011). Consumer behavior: Buying, having, and being (9th ed.). Upper Saddle River, N.J: Prentice Hall.
Sproles, G. B., & Kendall, E. L. (1986). A methodology for profiling consumers' decision-making styles. The Journal of Consumer Affairs, 20(2), 267-279.
Stolley, K. S. (2005). The basic of sociology. Westport, CT: Greenwood Press.
Vigneron, F., & Johnson, L. W. (1999). A review and a conceptual framework of prestige-seeking consumer behavior. Academy of Marketing Science Review. Retrieved August 25, 2012, from http://www.amsreview.org/articles/vigneron01-1999.pdf
Yasin, B. (2009). The Role of Gender on Turkish Consumers’ Decision Making Styles, Advances in Consumer Research, 8(1), 301-308.