感知质量对感知价值及品牌溢价的影响研究：以贵州茅台为例

Abstract

本文以消费者认知理论、马斯洛需求层次理论、品牌价值理论为理论基础，通过分析感知质量的构成维度，从感知外在质量和内在感知质量两个方面构建感知质量的评价体系，本文试图以国酒——茅台为例，梳理感知质量对感知价值及品牌溢价的影响机理，构建研究理论框架，提出研究假设，深入探究三者的作用关系，为现代企业提供一定的指导。从实证结果来看，本文使用结构方程模型对感知外在质量、感知内在质量、感知价值和品牌溢价四个潜在变量之间相互关系进行回归分析。正式进行回归之前，对初始数据和模型进行描述性统计、信效度检验、相关性分析判断数据和模型之间的拟合度和适配度情况，再根据MI修正指数和路径系数显著检验对模型进行调整，确定模型计算结果处于可接受水平。从模型回归结果来看，感知质量对品牌溢价的主要路径是“感知外在质量——感知价值——品牌溢价”，而感知内在质量对感知价值和品牌溢价皆无显著影响，且品牌溢价不受感知内在质量和感知外在质量的直接显著影响，因此判断感知价值在感知质量与品牌溢价之间存在一定程度的中介效应，并通过中介效应分析确定感知价值在模型中充当中介变量，存在显著的中介效应，从中可以看出白酒消费者主要是根据白酒的感知外在质量对感知价值的影响进而影响品牌溢价。而对于饮酒经验和健康关注两个要素，根据调节效应的回归分析结果，饮酒经验在“感知内在质量—感知价值”和“感知内在质量—品牌溢价”的路径中的调节效应为显著，且皆为负向调节作用；健康要素对于感知内在质量和外在质量对感知价值和品牌溢价的关联关系中皆存在一定程度的调节效应，且皆为正向效应。而在针对四个不同酒种的分群组回归中，四种白酒的路径系数及显著性都有所不同，主要表现在感知内在质量对感知价值的影响路径上，从回归结果来看，茅台迎宾酒和飞天茅台与习酒和茅台醇在路径系数和显著性明显不同，可以看出当白酒质量较高或较低时，感知内在质量对感知价值的影响并不显著。

Alternate abstract:

Based on consumers’ cognition theory, brand value theory and Maslow’s hierarchical theory of needs, through analyzing the constituent dimensions of perceived quality, the paper from two aspects, i.e., perceived external quality and perceived internal quality constructed an evaluation system of perceived quality; meanwhile, taking the famous liqueur Moutai for example, the paper still probed the influence mechanism of perceived quality on perceived value and brand premium.

The paper used structural equation model to conduct regression analysis on the relationship between perceived external quality, perceived internal quality, perceived value and brand premium. According to the analyzing results, the main path of perceived quality’s influencing brand premium is "perceived external quality→perceived value→brand premium", while perceived internal quality has no significant impact on perceived value and brand premium, and brand premium is not directly and significantly affected by perceived internal quality and perceived external quality. The results indicates that perceived value judgment can cause prominent mediating effect on the perceived quality and brand premium. The model’s empirical analysis also shows that consumers’ perception about liquor's external quality can bring about appreciable impact then influence brand premium. As for drinking experience and health concern, according to the regression analysis of the moderating effect, drinking experience has a significant moderating effect in the path of "perceived internal quality→perceived value" and "perceived internal quality→brand premium", and both of them have a negative moderating effect. Health factors have positive moderating effects on perceived intrinsic quality and external quality on perceived value and brand premium. An analysis of four different brand liquor demonstrates liquor’s brand may have different path and significance coefficients. The results show that path and significance coefficients of Moutai, Moutai Prince series, Moutaichun series, and Xi liquor are obviously different. It can be seen when the liquor quality is higher or lower, perceived intrinsic quality has no significant effect on perceived value.