消费者品牌依恋的内容结构及其相关研究

发布时间：2018-03-27 17:13

本文选题：品牌依恋　切入点：品牌声誉　出处：《暨南大学》2009年硕士论文

【摘要】： 本文采用文献分析、访谈、问卷调查等研究方法,首次实证探讨消费者品牌依恋的内容结构及相关问题。本文主要包括5个部分:(1)品牌依恋的内容结构研究;(2)前因变量对品牌依恋的影响研究;(3)消费者品牌依恋对品牌行为忠诚和态度忠诚的影响研究;(4)品牌依恋与效果变量之间的中介效应研究:(5)不同人口学变量的消费者品牌依恋的程度差异比较研究。我们通过在北京、天津、河北、广东的不同城市先后对1000多名消费者进行调查,采用探索性因素分析、验证性因素分析、结构方程模型、相关分析和层次回归分析等多种统计技术,所得结果如下: 1通过探索性因素分析和验证性因素分析,构建了包含情感联结、信任保障和品牌一自我关联三个维度的消费者品牌依恋的内容结构模型。品牌依恋内容问卷的信度和效度均达到了心理测量学的要求。 2通过回归分析和相关分析,发现品牌声誉和口碑传播对品牌依恋有显著的正向影响作用。 3通过回归分析和相关分析,发现品牌依恋能够显著地预测消费者对品牌的行为忠诚和态度忠诚。 4情感承诺在品牌依恋与行为忠诚之间起中介作用。 5品牌依恋的程度在消费者的年龄、学历、职位以及婚姻状况上有显著差异。
[Abstract]:In this paper, literature analysis, interviews, questionnaires and other research methods, the first empirical study of consumer brand attachment content structure and related issues. This paper mainly includes five parts: 1) the content structure of brand attachment; (2) the influence of antecedent variables on brand attachment; (3) the influence of consumer brand attachment on brand behavior loyalty and attitude loyalty; and (4) brand attachment and effect. A Comparative study on the degree of customer Brand attachment among different demographic variables. More than 1000 consumers were surveyed in different cities in Tianjin, Hebei and Guangdong. Various statistical techniques, such as exploratory factor analysis, confirmatory factor analysis, structural equation model, correlation analysis and hierarchical regression analysis, were used. The results are as follows:. 1. Through exploratory factor analysis and confirmatory factor analysis, we constructed the affective association. The content structure model of consumer brand attachment with three dimensions of trust guarantee and brand self-correlation. The reliability and validity of brand attachment content questionnaire meet the requirements of psychometrics. 2 through regression analysis and correlation analysis, we found that brand reputation and word of mouth spread have significant positive effects on brand attachment. Through regression analysis and correlation analysis, it is found that brand attachment can significantly predict consumer loyalty to brand behavior and attitude. Emotional commitment plays an intermediary role between brand attachment and behavioral loyalty. The degree of brand attachment is significantly different in age, education, position and marital status of consumers.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F713.55;F273.2

【引证文献】