本文引入消费者个体认知需求和消费者知识水平两种个体认知特征变量，通过三个实验设计检验了两者对不同类型模仿品牌与消费者选择决策发挥的调节作用。方差分析显示，相对于主题模仿品牌，低认知需求水平和低知识水平的消费者对特征模仿品牌具有更高的品牌评价及购买意愿，而品牌模仿类型对高认知需求水平和高知识水平消费者的决策没有显著影响。此外，认知需求与知识水平对品牌模仿类型效果的发挥具有交互作用。%This paper introduced consumers′individual characteristics:need for cognition and consumer knowledge .By means of three experimental designs , the paper examined how they interact with copycats′imitation type in inducing con-sumers′brand attitude , and purchase intention .The results of ANOVA analysis indicated that , compared with theme -based copycat , consumer with low need for cognition and low knowledge showed more favorable brand attitudes and pur -chase intention towards the attribute -based copycat .However , the main effect of copycats′imitation type was nonsignifi-cant either in the high need for cognition or high knowledge group .Furthermore , there was interaction between need for cognition and consumer knowledge , and they commonly influenced the effect of brand imitation type .
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