功能一致性和象征一致性对高端化妆品重购行为的影响研究摘要随着经济水平和消费水平的不断提高，人们不仅通过消费满足各种功能属性的需求，而且把消费作为表达自我、塑造自我形象的重要途径。同时，人们对化妆品品牌认知度的不断提高，使得化妆品品牌不断提升和升级，给化妆品生产商带来了无限的商机。化妆品企业之间的竞争也从传统的片面强调产品属性的竞争转向品牌竞争的全方位竞争。采用何种手段建立消费者与品牌之间的联系，从而赢得消费者的亲和力，是化妆品营销工作者面临的一个重要挑战。自我一致性是消费者行为的一个重要概念，其与消费者行为的关系是市场营销研究中的热点问题。自我一致性和功能一致性统称为形象一致性，描述高端化妆品的功能效用和象征价值对消费者行为的影响。国内外学术界对高档化妆品的重购行为的研究，迫切需要进一步的实证，促进相关理论的发展和完善，在对消费者行为分析的基础上，构建了自我一致性、功能一致性与顾客满意度之间的概念模型，采用结构方程模型技术对变量之间的路径关系进行检验。传统的消费者态度理论认为，消费者的最终购买意向是产品在各种功能属性中的表现和属性的权重。笔者认为消费者对品牌形象的认知包括功能认知和符号认知，品牌的象征意义来源于消费者的自我概念。关系模型表明功能一致性和自我一致性对消费者满意度有着显著的影响。在文章的最后，对本研究的贡献、研究建议和研究局限性以及研究前景进行了展望，以期为后续研究者提供参考。结合经典的自我概念理论，可以帮助制造商更好地定位自己的产品或服务，提高其营销绩效。【关键词】形象一致性；高端化妆品；品牌认知；市场营销Studyontheeffectoffunctionalconsistencyandsymbolicconsistencyontheheavypurchasebehaviorofhigh-endcosmeticsAbstractWiththecontinuousimprovementoftheeconomiclevelandconsumptionlevel,peoplenotonlymeettheneedsofvariousfunctionalattributesthroughconsumption,butalsouseconsumptionasanimportantwaytoexpressthemselvesandshapetheirselfimage.Meanwhile,thecontinuousimprovementofpeople'sawarenessofcosmeticbrandshasmadecosmeticbrandupgradeandupgrade,whichhasbroughtboundlessbusinessopportunitiestocosmeticsmanufacturers.Thecompetitionbetweencosmeticsenterprisesalsoshiftsfromthetraditionalone-sidedemphasisonthecompetitionofproductattributestotheall-roundcompetitionofbrandcompetition.Itisanimportantchallengeforcosmeticmarketerstoestablishtherelationshipbetweenconsumersandbrandsandwintheaffinityofconsumers.Selfconsistencyisanimportantconceptofconsumerbehavior,anditsrelationshipwithconsumerbehaviorisahotissueinmarketingresearch.Selfconsistencyandfunctionalconsistencyarecollectivelyreferredtoasimageconsistency,describingtheeffectoffunctionalutilityandsymbolicvalueofhigh-endcosmeticsonconsumerbehavior.Studyonrepurchasebehaviorinacademiccirclesathomeandabroadonthehigh-endcosmetics,thereisanurgentneedtofurtherpromotethedevelopmentoftheempiricaltheoryandperfect,basedontheanalysisofconsumerbehavior,buildtheconceptualmodelbetweenselfconsistency,consistencyandcustomersatisfaction,toexaminetherelationshipbetweenvariablesbypathstructuralequationmodelingtechnology.Thetraditionalconsumerattitudetheoryholdsthattheconsumer'sfinalpurchaseintentionistheweightoftheperformanceandattributeoftheproductinvariousfunctionalattributes.Theauthorthinksthatconsumers'cognitionofbrandimageincludesfunctionalcognitionandsymboliccognition,andthesymbolicmeaningofbrandcomesfromconsumer'sselfconcept.Therelationshipmodelshowsthatfunctionalconsistencyandselfconsistencyhaveasignificantimpactonconsumersatisfaction.Attheendofthearticle,wewillmakeaprospectoftheresearch'scontributions,researchproposals,researchlimit...
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