我国汽车消费者对自主品牌态度的实证研究

发布时间：2018-06-19 08:59

本文选题：品牌态度 + 品牌个性　；参考：《天津财经大学》2009年硕士论文

【摘要】： 近几年来,中国经济的持续快速发展和汽车产业市场规模的不断扩大促使世界各主要汽车品牌都越来越重视对中国市场的开发,或是合资生产或是加大出口,使整个中国汽车市场的品牌数量激增,让消费者应接不暇。同时民族自主品牌也获得了长足的进步,在消费者心中占有了一席之地。那么在当前的这种情况下,汽车消费者对民族自主品牌的品牌态度是如何的呢? 通过查阅大量的文献资料我们发现,品牌的知名度、质量、以及品牌特有的文化内涵和精神气质,即品牌个性等因素对消费者的态度产生影响。同时,中国目前的汽车市场处于一个特殊阶段,从少数几个品牌到几十上百个品牌的转变让消费者决策变得更为艰难,按照相关国际研究的经验和结论,消费者在这种情况下很可能会将品牌原产地作为决策的重要依据。那么,品牌的知名度、质量、以及品牌个性究竟是如何影响消费者对自主品牌的品牌态度的?这种影响是否会受到原产地效应的干扰?这些就是本文要解决的问题。文中采用实证研究的方法,从消费者认知和情感两个方面入手,通过自主品牌和国外品牌的对比研究,探讨了品牌知名度、品质认知度、品牌个性对消费者品牌态度的影响机理。论文首先对相关理论进行回顾,然后在此基础上提出了本文的研究模型,同时提出了本文的假设。接着,结合已有研究中各变量的量表,实施了问卷调查。最后应用相关分析的方法,证实了原产地效应对品牌知名度、品质认知度、以及品牌个性影响消费者品牌态度的作用机制中起到的屏蔽作用。最后文章结尾提出了研究局限与今后研究的展望。该文的理论意义在于:第一,从消费者认知和情感两个方面,探查了品牌知名度、品质认知度、品牌个性对消费者品牌态度的影响作用;第二,证实了在消费者品牌态度的形成过程中,原产地效应会起到一定的屏蔽作用。
[Abstract]:In recent years, the continuous and rapid development of China's economy and the continuous expansion of the scale of the automobile industry have made the world's major automobile brands more and more attached to the development of the Chinese market, or the joint venture or exportation, so that the number of brands in the whole Chinese automobile market has increased sharply to allow consumers to be inundated and the national independent brand. It has also made great progress and has a place in the consumer's mind. So, in this case, what is the brand attitude of auto consumers to the national independent brand in this situation?
By consulting a large number of literature, we find that brand awareness, quality, and brand specific cultural connotation and spirit, that is, brand personality and other factors have an impact on the attitude of consumers. At the same time, China's current auto market is in a special stage, from a few brands to hundreds of brands. According to the experience and conclusion of relevant international studies, consumers are likely to take the brand origin as an important basis for decision-making. Then, how does brand awareness, quality, and brand personality affect the consumer's brand attitude to the independent brand? To interfere with the origin effect? These are the problems to be solved in this paper.
In this paper, the empirical research method is adopted to discuss the influence mechanism of brand awareness, quality recognition and brand personality on consumer brand attitude from the two aspects of consumer cognition and emotion, through the comparative study of independent brand and foreign brand. First, the thesis reviews the related theories, and then puts forward the article on this basis. At the same time, we put forward the hypothesis of this paper, and then, combined with the scale of the variables in the existing research, the questionnaire was carried out. Finally, the method of correlation analysis was applied to confirm the shielding effect of the origin effect on brand awareness, quality recognition, and the effect mechanism of brand personality on consumer brand attitude. At the end of the article, the limitations of research and the prospect of future research are presented.
The theoretical significance of this article is as follows: first, from two aspects of consumer cognition and emotion, the influence of brand awareness, quality recognition and brand personality on consumer brand attitude is explored. Second, it is confirmed that in the process of the formation of consumer brand attitude, the ground effect of original production should play a certain shielding effect.
【学位授予单位】：天津财经大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F426.471

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