The Influence Mechanism of Internal and External Cues on Consumer Quality Perception:A Case Study of the Baijiu Industry
The impact mechanism of quality perception has significant implications for brand management and consumer behavior research.This paper examines the white liquor industry as a research object within the consumer goods sector,adopting a multi-case analysis method to investigate its influence mechanisms.The results reveal that internal cues,such as product performance,materials and craftsmanship,and direct experience,form consumers'quality expectations through perceived quality.External cues,including brand image,advertising,and origin,enhance consumers'quality recognition by strengthening brand trust.The interaction between internal and external cues collaboratively shapes consumers'overall evaluation of product quality and influences their purchase intentions.Building on this,the paper further analyzes the combinatory effects of internal and external cues in different consumption contexts.This study deepens the academic understanding of how different cue utilizations impact consumers'quality perception.
万方数据
维普
