涉入程度在品牌延伸评价中的影响效应

摘要

This paper tests the moderating roles of involvement in the evaluation of the two main factors ( the cognition quality of raw product and the similarity between raw product and the extensive product ) of brand extension .Results show that:on the one hand , the involvement moderates the relative importance position of similarity and product quality in evaluation:the impact of cognitive quality may be more decisive when involvement is low , the impact of similarity will be more decisive when involvement is high;besides, by changing consumers′way to collect and process information , in-volvement affects the evaluation results:when involvement is low , consumers′thought process is more in line with the e-motional patterns of migration , the similarity and the evaluation of the brand extension appears a linear relationship;whereas , consumers′thought process is more in line with the fine processing mode , the inverted U pattern appears .%本文探讨了涉入度对品牌延伸评价体系中两个主要因素（原产品认知质量及原产品与延伸产品之间的相似度）的调节作用，结果表明：一方面，涉入度调节了原产品质量及相似度在消费者进行评价时的相对重要性地位。低涉入情境加强了原产品认知质量的影响效应，而高涉入情境加强了相似度的影响效应。另一方面，涉入通过改变消费者搜集及处理信息的方式影响其评价结果。在低涉入情境下，消费者的思维过程更符合情感迁移模式，认知相似度与延伸产品评价之间呈现一种正相关关系；在高涉入情境下，其思维过程更符合精细加工模式，认知相似度与延伸产品评价之间呈现一种倒U型关系。