品牌国际传播中消费者的态度和行为研究——基于理性行为理论(TRA)模型的实证研究被引量：12

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摘要本文将社会心理学的经典理论TRA模型引入消费者市场的品牌国际传播中,通过调查化妆品的消费者,探讨了品牌信息对消费者的态度和行为的作用机制,验证了跨国品牌中消费者的态度和主观规范通过意图影响购买行为,并分析了品牌国际传播中的影响因素,发现信任会影响态度和主观规范,但不直接影响购买意图,好的营销传播策略会增强信任度,品牌来源国形象会影响态度,外在认可会刺激购买行为。

作者胥琳佳

机构地区中国科学院大学新闻与科学传播系

出处《现代传播（中国传媒大学学报）》 CSSCI 北大核心 2015年第2期123-128,共6页 Modern Communication(Journal of Communication University of China)

基金教育部博士研究生新人奖资助项目中国科学院大学校长基金项目"突发公共卫生事件的微博传播机制研究"(项目编号:Y35102NN00)研究成果

关键词品牌国际传播态度行为 TRA模型

分类号 F713.55 [经济管理—市场营销] G206 [文化科学—传播学]

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