英语翻译Testing objectives and looking for proof The O’Cass and

英语翻译
Testing objectives and looking for proof The O’Cass and Choi research tested the following a number of hypotheses.Of prime interest was the phenomenon of customer involvement,usually studies in western contexts.They sought to test that 1.Consumer involvement in fashion clothing has a significant effect on the perceived status of specific fashion clothing brands.2.Fashion clothing consumer involvement has a significant effect on brand attitude.3.The perceived brand status of specific fashion clothing brands has a significant effect on brand attitude.4.Perceived brand status of specific fashion clothing brands has a significant effect on WTP (willingness to pay a premium) for specific fashion clothing brands.5.Brand attitude has a significant effect on WTP for specific fashion clothing brands.These hypotheses were proved in part.Customer involvement only had an effect on status and brand attitude for the premium brands.The case for a positive relationship between brand status and brand attitude was proven for all brands.When it comes to willingness to pay a premium a positive response in terms of brand status and brand attitude is vital.Observers of national cultures would be unsurprised by some of these findings.The great Geert Hostede,for example,identified power-distance dimensions from the students’ parents’ generation,or possibly grandparents,which would seem to hold true when it comes to attitudes to status.Consumer involvement is a key factor and one to consider with care.It will not be a quick fix,but it is likely to be a profitable strategy for those with the patience to persevere and the vision to back it up.

Testing objectives and looking for proof
试验目的及寻找证据
O’Cass与蔡的研究是对下列的几个假设进行试验.最主要关注的是通常出现在西方研究的客户介入现象.他们力图通过试验证明：
一、 时尚服装的消费者介入对具体服装品牌的档次认知有显著的影响.
二、 时尚服装的消费者介入对品牌态度有显著的影响.
三、 具体服装品牌的档次认知对品牌态度有显著的影响.
四、 具体服装品牌的档次认知显著影响为具体服装品牌付高价的意愿（WTP）.
五、 品牌态度显著影响为具体服装品牌付高价的意愿（WTP）.
这些假设只得到部分证明.消费者介入对档次与品牌态度的影响只在高档品牌有效；而品牌档次与品牌态度之间的积极关系在所有的品牌中都得到证实.至于付高价的意愿,对品牌定位与品牌态度的积极反应是至关重要的.
民族文化的观察者不会对这些结果感到奇怪.例如伟大的霍夫斯泰德所发现来自学生父母时代,或可能是祖父母时代的权力距离,对于地位的态度似乎是真实存在的.消费者介入是个关键因素,应该小心加以考虑.虽然这不是灵丹妙药,但对于那些耐心坚持及有支持愿景的商家,这可能是个有利的战略.