品牌传播对互联网金融业消费者选择行为影响研究

发布时间：2018-04-21 20:31

本文选题：互联网金融业 + Logit模型　；参考：《财经理论与实践》2017年05期

【摘要】：依据问卷调查数据,构建二元选择Logit模型,考量品牌传播对互联网金融业消费者选择行为影响。结果显示:互联网金融品牌的产品属性与大多数品牌传播属性对消费者选择的影响表现为正向效应,产品属性越好、品牌传播效果越好,消费者购买该互联网金融品牌产品的意愿或可能性越大;互联网金融品牌产品属性对消费者选择行为的影响作用大于品牌传播属性的影响。此外,短期内产品属性通常不会有较大改变,类似常量。鉴此,互联网金融企业品牌管理者,应从提升互联网金融品牌产品的品牌传播属性入手,着力提升品牌传播效果,有效提高消费者购买该品牌产品的意愿。
[Abstract]:Based on the questionnaire data, this paper constructs a binary choice Logit model to consider the influence of brand communication on consumer choice behavior in Internet financial industry. The results show that the product attributes of Internet financial brands and most of the brand communication attributes have positive effects on consumer selection. The better the product attributes, the better the brand communication effects. The more willing or possible consumers are to buy the Internet financial brand product, the more the influence of the Internet financial brand product attribute on consumer choice behavior is greater than the influence of brand communication attribute. In addition, short-term product attributes usually do not change significantly, similar to constants. In view of this, the brand managers of Internet financial enterprises should start with the promotion of brand communication properties of Internet financial brand products, focus on promoting brand communication effects, and effectively improve consumers' willingness to buy the brand products.
【作者单位】：湖南大学经济与贸易学院;湖南广播电视大学财经商贸系;湖南大学新闻传播与影视艺术学院;
【基金】：湖南省哲学社会科学基金一般项目(16CGA005) 湖南省自然科学基金青年项目(2017JJ3181) 湖南省教育厅科学研究项目(17C1072)
【分类号】：F724.6;F832

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