顾客感知风险对绿色品牌评价的影响

发布时间：2018-06-15 02:03

本文选题：感知风险 + 绿色品牌　；参考：《广东外语外贸大学》2008年硕士论文

【摘要】： 随着联合国绿色国际会议的召开,全球进入了绿色时代。近年来全球环境的恶化、资源的短缺引起了各国政府、企业和个人的注意。在这样的背景下,诞生了一个巨大的绿色市场,于是关于绿色方面的研究成为热点。按照感知风险的理论,不同的品牌、产品和购买情境,顾客的感知风险是不同的。绿色品牌作为一个新的事物,消费者对它的感知风险应该会有一些特点。因此,本文将从消费者的角度,研究绿色品牌感知风险的特点,以及该感知风险对绿色品牌评价的影响。本文首先回顾了绿色品牌、感知风险和品牌评价的相关研究,并在此基础上,以联通CDMA为研究对象,通过问卷调查和数据分析,验证了绿色品牌的感知风险维度。由于所选品牌的特点,研究发现该绿色品牌的维度分别为功能风险、财务风险、社会风险、心理风险、身体风险和关联风险。关联风险是本文发现的新维度,当该产品需要其他产品配套使用的时候,关联风险显得比较重要。此外,绿色因素可以降低相应维度的感知风险。其次,本文探讨了顾客感知风险各个维度对绿色品牌评价的影响,研究表明,感知风险各个维度与绿色品牌评价负相关,体现绿色的风险维度对品牌评价的负向影响是最小的。再者,本研究探索了消费者人口统计变量与绿色品牌感知风险间的关系。最后,基于研究结果,为企业品牌绿色化提出了几点建议。
[Abstract]:With the convening of the United Nations Green International Conference, the world has entered a green era. In recent years, the deterioration of the global environment and the shortage of resources have attracted the attention of governments, enterprises and individuals. In this context, there is a huge green market, so the green research has become a hot spot. According to the theory of perceived risk, different brands, products and purchase situations, customer perceived risk is different. Green brand as a new thing, consumers of its perceived risk should have some characteristics. Therefore, from the perspective of consumers, this paper will study the characteristics of green brand perceived risk and the impact of the perceived risk on green brand evaluation. Firstly, this paper reviews the related research of green brand, perceived risk and brand evaluation. On this basis, taking Unicom CDMA as the research object, the perceived risk dimension of green brand is verified by questionnaire survey and data analysis. Because of the characteristics of the selected brand, it is found that the dimensions of the green brand are functional risk, financial risk, social risk, psychological risk, physical risk and associated risk. Correlation risk is a new dimension found in this paper. When the product needs to be used with other products, the associated risk is more important. In addition, the green factor can reduce the perceived risk of the corresponding dimension. Secondly, this paper discusses the impact of each dimension of customer perceived risk on green brand evaluation. The research shows that each dimension of perceived risk is negatively correlated with green brand evaluation, and the negative impact of green risk dimension on brand evaluation is the least. Furthermore, this study explores the relationship between consumer demographic variables and perceived risk of green brands. Finally, based on the research results, some suggestions are put forward for the green brand.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F224;F273.2

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