Efekt zbieżności obrazu produktu z charakterystyką konsumenta a intencją zakupu i chęcią zapłaty

• Autorzy: Konrad Hryniewicz

Warianty tytułu

The Effect of the Product Image Convergence with the Consumer's Characteristics and the Intention to Buy and Willingness to Pay

• Języki publikacji: PL

Abstrakty

Nakłady finansowe na marketing firm sprzedających napoje energetyczne (np. Red Bull, Tiger, Black) z roku na rok rosną. Kluczowe dla producentów i specjalistów od marketingu jest określenie silnych determinant sprzedaży swoich produktów. Celem artykułu jest zweryfikowanie relacji efektu zbieżności obrazu produktu z charakterystyką własnego "Ja" na emocjonalną, behawioralną i poznawczą postawę wobec produktu oraz intencją jego zakupu. W badaniu wykorzystano reklamę nieznanego napoju energetycznego oraz ankietę oceniającą stopień postrzeganej zbieżności produktu z charakterystyką własnego "Ja", postaw wobec niego, intencję zakupu oraz wycenę w pieniądzach. Analiza modelu strukturalnego wykazała, że postrzegana przez klientów zbieżność między produktem a ich własnym obrazem siebie wiązała się z korzystniejszymi postawami wobec niego. Z kolei postawy wobec produktu zwiększały siłę intencji jego zakupu i wysokość jego wyceny. Wyniki badania rozszerzają wiedzę o efekcie zbieżności osobowości produktu z postrzeganiem własnego "Ja" w kontekście napojów energetycznych, a także są podstawą do strategicznego planowania ich promocji oraz maksymalizacji zysków płynących z ich sprzedaży. (abstrakt oryginalny)

EN

Marketing financial expenditures of companies selling energy drinks (e.g. Red Bull, Tiger, and Black) are growing every year. It is crucial for producers and marketers to identify strong sales determinants of their products. The aim of the article was to verify the effect of the product image convergence with the image of the self on the emotional, behavioural and cognitive attitudes towards the product and the intention of its purchase. The study used the advertisement of the unknown energy drink GENERIX and a questionnaire assessing the self-congruency with this product, attitudes towards it, the intention to buy it, and evaluation of the product. The analysis of the structural model showed that the self-congruency effect significantly influenced the level of attitudes which, in turn, determined the level of intention to buy it and how much it was evaluated. The results of the study expand knowledge about the self-congruency effect in the context of energy drinks. They are also the basis for strategic planning of their promotion and maximising profits. (original abstract)

Słowa kluczowe

PL

Psychologia konsumenta; Zachowania konsumenta; Informacja marketingowa; Napoje bezalkoholowe

EN

Consumer psychology; Consumer behaviour; Marketing information; Soft drinks

• Czasopismo: Handel Wewnętrzny
• Rocznik: 2018
• Numer: nr 6 tom 1
• Strony: 223--234

Twórcy

autor

Konrad Hryniewicz

• Uniwersytet Humanistyczno-Społeczny - Warszawa

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