基于消费体验的品牌忠诚实证研究

发布时间：2018-04-09 12:10

本文选题：消费体验　切入点：品牌忠诚　出处：《东北大学》2008年硕士论文

【摘要】：随着人们生活水平和生活质量的提高,现代社会人们的消费需求观念不再停留于仅仅获得更多的物质产品以及获得产品本身；相反,消费者购得商品越来越多的是出于对商品象征意义和象征功能的考虑,也就是说,消费者更加注意通过消费使精神愉悦、身心舒适,进而获得个性的满足。在体验经济的条件下,体验营销将如何影响品牌忠诚,这方面国内外的研究理论不是很多,实证研究的则更少。本文主要是研究消费体验对品牌忠诚的影响,目前一些研究体验设计的学者仅局限于讨论好的体验设计可以导致忠诚,但体验和品牌忠诚之间的具体关系则没有得到充分的理解或检验。对体验进行准确测量存在其特有的难度,因为体验是一种内在的情感和个人化东西,它的许多因素不能很好地被营销管理进行控制,比如基于文化背景的对情境的个人反应,以前的经历,情绪和其它因素等。目前只有少量实证研究的文章探讨了体验与品牌忠诚的关系,认为体验作为一个调节变量会对满意和涉入变量与品牌忠诚之间的关系产生影响。针对以上问题,本文在文献回顾的基础上提出了消费体验对品牌忠诚影响的模型,通过对移动通信业的动感地带品牌进行问卷调查分析,以对模型的适用性进行检验。本文共分五章：第一章首先明确了本文的研究动因、研究目的、研究框架和研究对象。第二章回顾了与本研究相关的国内外文献,主要是关于品牌忠诚和消费体验的文献综述。第三章是研究设计,包括概念模型的提出,定义研究变量,问卷的设计和小范围检验。第四章是数据分析。包括描述性统计分析、因子分析、相关分析和回归分析,最后得出结论。第五章是基于消费体验对提升品牌忠诚提出具体的营销对策。第六章是对全文进行总结。
[Abstract]:With the improvement of people's living standard and quality of life, people's concept of consumption demand in modern society is no longer just to obtain more material products and products themselves; on the contrary,More and more consumers buy goods out of the symbolic meaning and symbolic function, that is to say, consumers pay more attention to making spirit pleasant, body and mind comfortable through consumption, and then get the satisfaction of personality.Under the condition of experience economy, experience marketing will affect brand loyalty.This paper mainly studies the influence of consumer experience on brand loyalty. At present, some scholars who study experience design only discuss that good experience design can lead to loyalty.However, the specific relationship between experience and brand loyalty has not been fully understood or tested.Accurate measurement of experience has its own difficulty, because experience is an intrinsic emotional and personal thing, and many of its factors are not well controlled by marketing management, such as personal reactions to situations based on cultural background.Previous experiences, emotions, and other factors.At present, only a few empirical studies have explored the relationship between experience and brand loyalty, and believe that experience as a regulating variable will have an impact on the relationship between satisfaction and involvement variables and brand loyalty.In view of the above problems, this paper puts forward a model of the influence of consumer experience on brand loyalty based on literature review. Through the questionnaire analysis of mobile communication industry dynamic zone brand, to test the applicability of the model.This paper is divided into five chapters: the first chapter clarifies the research motivation, research purpose, research framework and research object.The second chapter reviews the domestic and foreign literature related to this study, mainly on brand loyalty and consumer experience literature review.The third chapter is the research design, including conceptual model, definition of research variables, questionnaire design and small-scale testing.The fourth chapter is the data analysis.It includes descriptive statistical analysis, factor analysis, correlation analysis and regression analysis.The fifth chapter is based on the consumption experience to promote brand loyalty specific marketing countermeasures.The sixth chapter is a summary of the full text.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;F273.2

【引证文献】