อิทธิพลของความสอดคล้องภาพลักษณ์ต่อการประเมินตราสินค้าของผลิตภัณฑ์ประเภทที่ใช้ในที่สาธารณะและประเภทที่ใช้ในที่ส่วนตัว
คำสำคัญ:
ความสอดคล้องภาพลักษณ์, ความสอดคล้องภาพลักษณ์ตัวตน, การบริโภคที่เห็นได้เด่นชัดบทคัดย่อ
นอกจากงานวิจัยที่มุ่งศึกษาพฤติกรรมในการตัดสินใจซื้อสินค้าของผู้บริโภคจากคุณประโยชน์ในการใช้งาน ยังมีงานวิจัยอีกส่วนหนึ่งที่เพิ่มขึ้นมากขึ้นในวรรณกรรมได้ให้ความสนใจในการสำรวจวิเคราะห์ความสัมพันธ์ระหว่างผู้บริโภคและตราสินค้า โดยเฉพาะความหมายเชิงสัญลักษณ์ที่ผู้บริโภคได้มาจากการตัดสินเลือกใช้ตราสินค้านั้น ๆ งานวิจัยนี้ศึกษาพฤติกรรมของผู้บริโภคผ่านทฤษฎีความสอดคล้องภาพลักษณ์ตัวตน โดยได้ต่อยอดองค์ความรู้ในวรรณกรรมจากหลักฐานเชิงประจักษ์ที่แสดงให้เห็นถึงอิทธิพลของความสอดคล้องภาพลักษณ์ประเภทต่าง ๆ ที่มีผลต่อการประเมินตราสินค้าในสถานการณ์ที่แตกต่างกัน โดยผลวิจัยในภาพรวมนั้นบ่งชี้ว่า ความสอดคล้องระหว่างภาพลักษณ์ตัวตนและภาพลักษณ์ตราสินค้าอาจจะเปลี่ยนแปลงไปขึ้นอยู่กับประเภทของผลิตภัณฑ์ที่ผู้บริโภคเลือกประเมิน ในสถานการณ์ที่ตราสินค้าเป็นผลิตภัณฑ์ที่ใช้ในที่สาธารณะ ภาพลักษณ์ตัวตนในอุดมคติจากมุมมองของสังคมจะสอดคล้องกับตราสินค้ามากกว่าภาพลักษณ์ตัวตนที่แท้จริง แต่ในสถานการณ์ที่ตราสินค้าเป็นผลิตภัณฑ์ที่ใช้ในที่ส่วนตัว ความสอดคล้องของภาพลักษณ์ตัวตนที่แท้จริงและความสอดคล้องของภาพลักษณ์ตัวตนในอุดมคติจากมุมมองของสังคมมีความสัมพันธ์ในเชิงบวกกับการประเมินตราสินค้าของผู้บริโภค
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