消费者感知产品创新对品牌忠诚的影响研究

发布时间：2018-07-03 17:16

本文选题：感知产品创新 + 品牌忠诚　；参考：《西安理工大学》2017年硕士论文

【摘要】：在经济新常态下,品牌已经成为我国企业竞争的核心因素之一,同时学术界关于品牌的研究已经形成一个较为完善的理论系统,尤其对品牌忠诚的学术研究一直在扩展。从企业价值链角度来看,科技创新体现在产品的研发、生产过程中,品牌则直接面向目标市场,企业通过内在科技创新支撑其外在的品牌形象,消费者则通过企业最终的产出结果,即企业的品牌形象和产品品质来挑选商品。联想记忆模型理论认为如果一个消费者对某一特定产品具有明显的感知创新,那么必然会影响消费者对该品牌的认知。基于此,本文结合相关的品牌理论、企业价值链理论、信号理论以及创新扩散理论从消费者角度探究感知产品创新对品牌忠诚的影响作用。为了探究感知产品创新对品牌忠诚的影响机理,笔者通过对前人关于感知产品创新和品牌忠诚的研究成果进行梳理,确定了本研究的理论支撑、理论模型和一系列假设,在理论模型中加入中介变量品牌形象和顾客感知价值,调节变量消费者创新性。通过实证分析验证理论模型和假设是否成立,在实证分析过程中主要利用感知产品创新、品牌形象、顾客感知价值、品牌忠诚、消费者创新性五个潜变量的量表进行问卷数据收集,并利用结构方程模型和多元回归分析法对理论模型和假设进行验证。研究结果表明:(1)感知新颖性和感知产品创新意义两个维度均会对消费者的品牌忠诚产生显著的直接影响。由此可见,企业可以通过加强创新能力、加强对新产品的宣传,促进消费者对品牌忠诚形生。(2)感知新颖性和感知产品创新意义对品牌形象和顾客感知价值均会产生显著的影响,同时感知新颖性和感知产品创新意义也会通过品牌形象和顾客感知价值对品牌忠诚产生显著的影响。(3)消费者创新性对消费者感知产品创新和品牌形象的关系有调节作用。而消费者创新性对感知产品创新和顾客感知价值的关系、感知产品创新和品牌忠诚的关系没有显著的调节作用。在商品同质化竞争严重的市场环境下品牌可以有效的将产品进行区分,帮助消费者做出选择,所以良好的品牌是企业最重要的竞争优势之一。本文从消费者角度研究感知产品创新对品牌忠诚的影响机理,一方面为品牌忠诚和感知产品创新的相关研究提供了新的切入点,同时也为企业提高消费者品牌忠诚、提高客户产品创新性感知、挖掘潜在客户以及加强品牌体验等方面提供了理论依据,为提高企业品牌竞争力提供了新的角度和途径。
[Abstract]:In the new normal state of economy, brand has become one of the core factors in the competition of Chinese enterprises. Meanwhile, the academic research on brand has formed a relatively perfect theoretical system, especially the academic research on brand loyalty has been expanding. From the point of view of enterprise value chain, scientific and technological innovation is reflected in the research and development of products, in the process of production, the brand is directly oriented to the target market, and the enterprise supports its external brand image through internal scientific and technological innovation. Consumers choose goods through the final output, that is, brand image and product quality. The theory of associative memory model holds that if a consumer has obvious perceptual innovation to a particular product, it will inevitably affect the consumer's cognition of the brand. Based on this, this paper combines brand theory, enterprise value chain theory, signal theory and innovation diffusion theory to explore the impact of perceived product innovation on brand loyalty from the perspective of consumers. In order to explore the influence mechanism of perceived product innovation on brand loyalty, the author combs the previous research results on perceived product innovation and brand loyalty, and determines the theoretical support, theoretical model and a series of hypotheses. The brand image of intermediary variables and customer perceived value are added to the theoretical model to adjust the innovation of variable consumers. Through empirical analysis to verify whether the theoretical model and hypothesis are valid, in the process of empirical analysis, the main use of perceived product innovation, brand image, customer perception value, brand loyalty, The questionnaire data were collected by the scale of five latent variables, and the theoretical model and hypothesis were verified by structural equation model and multivariate regression analysis. The results show that: (1) perceived novelty and perceived product innovation will have a significant and direct impact on consumer brand loyalty. It can be seen that enterprises can promote consumers' loyalty to brand by strengthening innovation ability and propaganda of new products. (2) perceived novelty and perceived significance of product innovation will have a significant impact on brand image and customer perceived value. At the same time, perception of novelty and perceived significance of product innovation will also have a significant impact on brand loyalty through brand image and customer perceived value. (3) Consumer innovation can regulate the relationship between consumer perceived product innovation and brand image. However, consumer innovation has no significant effect on the relationship between perceived product innovation and customer perceived value, and between perceived product innovation and brand loyalty. In the market environment of homogeneous competition, brands can effectively distinguish products and help consumers make choices, so a good brand is one of the most important competitive advantages of enterprises. This paper studies the influence mechanism of perceived product innovation on brand loyalty from the perspective of consumers. On the one hand, it provides a new breakthrough point for the research of brand loyalty and perceived product innovation, at the same time, it also provides a new way for enterprises to improve consumer brand loyalty. It provides a theoretical basis for improving the innovative perception of customer products, mining potential customers and strengthening brand experience, and provides a new perspective and approach to improve the brand competitiveness of enterprises.
【学位授予单位】：西安理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2

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