技术标准联盟伙伴选择对品牌联合效应影响的实证研究

发布时间：2018-06-24 22:46

本文选题：技术标准联盟 + 伙伴选择　；参考：《中南大学》2009年硕士论文

【摘要】： 技术标准联盟成为企业参与技术标准竞争的主要形式。如何建立起技术标准联盟,成功扩散联盟持有的技术,成为当今的热点课题。本文从技术标准联盟伙伴选择出发,研究伙伴选择的特点对联盟的品牌联合效应的影响。本文以现有的技术标准联盟伙伴选择指标为基础,构建了联盟伙伴选择的四个维度——技术能力,市场能力,声誉和相似性,建立了技术标准联盟伙伴选择对品牌联合效应影响的模型,将品牌信任作为联盟的伙伴选择和品牌联合效应的中介变量,即一方面联盟的伙伴选择对品牌联合直接影响,另一方面通过品牌信任对品牌联合效应间接影响。而且,消费者涉入程度对联盟伙伴选择和品牌联合效应关系起到调节作用。在实证分析中,首先利用Cronbach's a系数、CITC、探索性因子分析、验证性因子检验量表的信度、收敛效度和区分效度；其次利用结构方程模型来检验研究模型的适配度,各变量的解释能力,联盟伙伴选择的四个维度对品牌联合效应的影响系数及显著程度,以及品牌信任的中介效应；最后利用多元线性回归分析探讨了消费者涉入度对联盟伙伴选择的四个维度和品牌联合效应关系是否有调节作用。实证研究结果显示,联盟伙伴的技术能力、市场能力、声誉、相似性和品牌联合效应正相关；品牌信任的中介效应显著；消费者涉入度对技术能力和声誉与品牌联合效应关系的调节作用显著,对市场能力和相似性关系的调节作用不显著。本文的研究结果对技术标准联盟的伙伴选择提供一定的实践指导：联盟应慎重选择合作伙伴,当消费者对于技术的涉入程度越高时,越应当注重伙伴的技术能力和声誉,同时伙伴间业务的相似程度对品牌联合的效应也有很大的影响。
[Abstract]:The alliance of technical standards has become the main form in which enterprises participate in the competition of technical standards. How to set up the alliance of technical standards and the successful diffusion of the technology held by the alliance has become a hot topic. In this paper, the influence of the characteristics of partner selection on the alliance's brand alliance effect is studied from the point of view of partner selection of technical standards alliance. Based on the existing technical standard alliance partner selection index, this paper constructs four dimensions of alliance partner selection-technical capability, market capability, reputation and similarity. In this paper, the model of the influence of partner selection on brand alliance effect is established, and brand trust is regarded as the intermediary variable of alliance partner selection and brand alliance effect, that is, on the one hand, the partner selection of alliance has direct influence on brand alliance. On the other hand, the influence of brand trust on brand combination effect is indirect. Moreover, the degree of consumer involvement plays a role in regulating the relationship between alliance partner selection and brand alliance effect. In the empirical analysis, we first use Cronbachsa coefficient CITC, exploratory factor analysis, confirmatory factor test scale reliability, convergence validity and distinguishing validity, and then use structural equation model to test the suitability of the research model. The explanatory ability of each variable, the influence coefficient and significance of the four dimensions of alliance partner selection on the brand alliance effect, and the intermediary effect of brand trust; Finally, by using multiple linear regression analysis, the author discusses whether the involvement of consumers can regulate the four dimensions of alliance partner selection and the relationship of brand alliance effect. The empirical results show that the technical ability, market ability, reputation, similarity and brand alliance effect of alliance partners are positively correlated, and the intermediary effect of brand trust is significant. The influence of consumer involvement on the relationship between technical ability, reputation and brand combination is significant, but it is not significant on market ability and similarity. The research results of this paper provide some practical guidance for the partner selection of the Technical Standards Alliance: the Alliance should carefully select the partner, and the higher the involvement of the consumer in the technology, the more attention should be paid to the technical ability and reputation of the partner. At the same time, the degree of similarity of business between partners also has a great impact on the effect of brand association.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F224;F273.1;F273.2

【引证文献】