男性护肤品品牌联想维度分析及其对消费者购买可能性的影响

发布时间：2018-01-17 17:33

本文关键词：男性护肤品品牌联想维度分析及其对消费者购买可能性的影响　出处：《清华大学》2009年硕士论文　论文类型：学位论文

【摘要】： 品牌联想是品牌资产的重要组成部分,品牌联想能够为企业以及消费者创造许多价值,它有助于消费者处理和获取信息,区分不同的品牌,形成购买的理由,对品牌产生积极的态度。中国的男性护肤品市场处在一个起步的阶段,消费者正在逐渐形成对男性护肤品的品牌识别。在这种情况下,如何选择、创造并维持品牌联想是至关重要的。本研究探讨了适合中国专业男性护肤品市场的品牌联想维度,在传统的划分下,提出了新的维度。本研究经过前期与业内人士的深度访谈,对部分消费者的开放性调查以及相关文献的阅读,构建了实证研究的研究假设,并且整理出了品牌联想的量表关键词。再通过两次预调查,缩小了关键词的范围,从而圈定了适合中国男性护肤品的品牌联想关键词。在此基础上,通过问卷调查的方式,经过实地调研数据的数理统计分析,使用因子分析的方法对假设进行了验证。之后进行了第二次研究,以一个真实存在于市场的品牌:欧莱雅为例,经过多元线性回归分析,探讨了男性护肤品品牌联想的各维度对消费者购买可能性的影响。经过本次研究,笔者挖掘出了由品牌个性、使用者形象、品牌信赖和产品的功能性联想共四个层面所组成的男性护肤品的品牌联想维度。同时分析比较了男性与女性、使用过男性护肤品与未曾使用过的消费者、购买过男性护肤品与未曾购买过的消费者对男性护肤品品牌联想各维度的认识差异。而在研究品牌联想维度对消费者购买可能性的影响中,笔者发现:除了产品的实际价格对购买可能性的影响为负相关,在男性护肤品品牌联想四个维度中,品牌个性、使用者形象和功能性联想对消费者的购买可能性均为正相关,品牌信赖的影响不显著。
[Abstract]:Brand association is an important part of brand equity. Brand association can create a lot of value for enterprises and consumers. It helps consumers process and obtain information, distinguish different brands and form reasons for buying. The male skin care market in China is in its infancy, and consumers are gradually forming brand recognition of male skin care products. In this case, how to choose. Creating and maintaining brand associations is crucial. This study discusses the brand association dimension suitable for Chinese professional male skin care market, and puts forward a new dimension under the traditional division. Based on the open survey of some consumers and the reading of related literature, the research hypotheses of empirical research are constructed, and the key words of brand association scale are sorted out. Then through two pre-surveys. Narrow down the scope of keywords, so as to delineate the suitable Chinese male skin care brand association keyword. On this basis, through the way of questionnaires, through the field research data mathematical statistical analysis. Factor analysis was used to verify the hypothesis. Then a second study was conducted, taking L'Oreal, as an example, through multiple linear regression analysis. The influence of different dimensions of male skin care brand association on the possibility of consumer purchase was discussed. After this study, the author excavated by the brand personality, user image. Brand trust and functional association of products are composed of four levels of male skin care brand association dimension. At the same time, we analyzed and compared male and female, used male skin care products and never used consumer. The understanding of male skin care brand association is different from that of the consumers who have not bought it. However, the influence of brand association dimension on consumers' purchase possibility is studied. The author found that: in addition to the actual price of products on the purchase possibility of negative correlation, in the male skin care brand association four dimensions, brand personality. The influence of user image and functional association on the possibility of consumer purchase is positive, but the influence of brand trust is not significant.
【学位授予单位】：清华大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2

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