An Empirical Research Of Chinese And Foreign Brand Preference On Digital Product

With the development in economy globalization, the competition of native and foreign corporate gets more and more intensely. In digital product market, there are kinds of native and foreign brands. It is important to know the consumers' brand preference and how the consumers form the preference.Firstly, author analyzes the situation of the digital product market. Then, according to the authority, examine the situation of Chinese and foreign digital product brand preference. From the point of view of values, the reason of Chinese and foreign brand preference is examined. Two hypotheses are proposed: the corporate brand values have the impact on brand preference; at the same time, the level of self-monitoring can moderate the impact of corporate brand values on brand preference. The model of brand preference and corporate brand values is proposed. This model is determined by consumers' values and corporate brand value. Both of the measurement adopts Kahle's List of Values (LOV). The measurement of self-monitoring adopts Synder's scale. Interview the undergraduate and use the indicating gage to collect the data. Four representational brands are chosen: two foreign brands which include Sony and Samsung; two Chinese brands which include Newman and OPPO. SPSS is used to analyze the data. As the result shown, the foreign brands have the higher corporate brand value and brand preference. Corporate brand values actually have the positive impact on preference. At the same time, the relation between corporate brand value attractiveness and brand preference is moderated by individual's self-monitoring level. Specifically: a low self-monitoring level leads to a stronger relation between corporate brand value attractiveness and brand preference; a high self-monitoring level leads to a weaker relation between corporate brand value attractiveness and brand preference.Finally, several suggestions are proposed according to digital product characteristic. According to the result, the corporate should build the brand strategy targeted terminal values and brand segmentation strategy. Future research can introduce more variables into the model. Also the impact of corporate brand value on other brand attributes can be examined.