本文通过对社会身份、品牌评价等核心概念进行梳理研究，寻找其作用关系中的
影响因素，最终引入产品涉入度和动机两个概念。产品涉入度是指消费决策过程中对
相关信息加工的详尽程度,或者对营销刺激的反应和参与程度等。动机是指一种内在
的驱动、需要或者目标。社会身份对品牌评价的影响受到产品涉入度和消费者动机的
影响：产品涉入度不同，品牌评价的高低也会有所不同；消费者的动机水平不同，则
对品牌评价的高低也不同。
基于上述的现状梳理，本文提出了三个研究假设，并利用实验法实证研究了社会
身份对品牌评价的作用关系，验证了产品涉入度的调节作用以及动机的中介作用。通
过实验数据的分析结果显示，社会身份的激发即满足社会身份的信息可及性和可诊断
性，可以显著提高消费者的品牌评价，产品涉入度越高，显著性越大，产品涉入度低，
虽有明显提高但作用不显著。且产品涉入度在社会身份影响品牌评价中起到了一定的
调节作用。社会身份激发与不激发相比，消费者的动机和品牌评价都有显著的提高，
并验证了动机在社会身份影响品牌评价中的中介作用。
综上，本文的研究结论可以让企业认识到要根据产品涉入度高低来精确化制定基
于社会身份的营销战略战术，并且要找到产品的卖点，联系消费者行为的动机，从而
从根本上找到影响消费者品牌评价的因素，最终达到营销目的。
关键词：社会身份；信息可获及性-可诊断性；产品涉入度；动机；品牌评价
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Abstract
Research on consumer behavior based on social identity is a new academic field related to
sociology, psychology and marketing. Though social identity influences brand evaluation,
the influence has its conditions and boundaries. Through previous studies found that the
impact of the role of the conditions exist, the purpose of this paper is the impact of social
identity brand evaluation mechanism.
Based on sorting out the core concept about social identity & brand evaluation, looking for
its influencing factors in the relationship, introduce two concepts that product involvement
degree and motivation in the end. Product involvement degree is a level of detail that
consumer decision-making process related information processing, or marketing stimuli
and the degree of involvement. Motivation is an inner drive, needs or objectives. Evaluation
of the impact of social identity of the brand is affected by the degree of product
involvement and consumer motivation: different product involvement degree, brand
evaluation of the level will be different; different levels of consumer motivations, the level
of the evaluation of brands will be different.
Based on sort of status quo, This paper proposes three hypotheses, using the experimental
method Empirical studies the role of the relationship about social identity on the brand
evaluation, Verify that the regulatory role of product involvement degrees and the
intermediary role of motivations.
Through analysis of the experimental data showed that, Stimulate of social identity that
meet the information sexual and diagnostic on social identity can significantly improve the
consumer's brand evaluation. The higher the product involvement degree, the greater
significance; the lower the product involvement degree, although significantly improved
but the effect was not significant. And the product involvement degree in social status
influence brand evaluation played a regulatory role. Compared excitation and no excitation
to social identity, consumers` motivation and brand evaluation has improved significantly,
and verify the intermediary role about the motive in the social identity influence on brand
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