基于3G手机的联合品牌消费者态度评价影响因素实证研究
发布时间：2018-07-25 06:53
【摘要】： 商品品牌作为商品组成中的一个重要特征标志,在现代营销中被越来越多的企业所重视,有关品牌战略的理论及应用方面的研究也越来越多。联合品牌作为品牌战略中的一个重要组成部分已成为夺取竞争优势的一种战略手段。目前有关联合品牌消费者态度评价的研究大多以西方消费者为研究对象,以耐用消费品类的产品检验为主。因此,在国内对其进行研究,并在此基础上构建出快速消费品行业内联合品牌产品的消费者态度评价影响因素模型就具有较大的理论及现实意义。 针对此问题,本文以3G手机为例,对国内快速消费品领域内的联合品牌消费者态度评价的影响因素进行了实证研究,目的在于检验SR模型的跨文化适应性并构建出快速消费品领域内的联合品牌消费者态度评价影响因素模型即SR的拓展模型。本文在SR模型的基础上,结合分层记忆和特征传递理论提出了研究的基本假设,然后根据假设构建了SR的拓展模型。通过预调查选取和确定调研所选用刺激物的品牌和产品类别,然后再在前人研究的基础上结合手机市场的实际情况开发了新的调查问卷,通过小样本探索性因素分析对问卷指标进行了甄别和归类,然后通过验证性因子分析对问卷指标进行了信度和效度的检验,再用大样本数据通过路径分析对模型的假设进行了检验。 通过实证研究发现,不仅在消费者对合伙品牌的预先态度、产品匹配度以及品牌匹配度和联合品牌产品消费者态度评价之间存在显著的正向影响关系,而且在产品匹配度和品牌匹配度之间也存在显著的正向影响关系。通过结构方程模型的路径分析还发现,品牌的匹配度对联合品牌消费者态度评价的影响程度相对最大,消费者对合伙品牌1的预先态度对联合品牌消费者态度评价的影响程度相对最小。研究的结论与Simonin与Ruth在现实环境下的研究结论相一致,即本研究的研究结论不仅适合于国外联合品牌的消费者评判而且同样适合于国内;不仅适用于耐用消费品领域而且同样适用于快速消费品领域。 研究结论表明,企业若要使得消费者对联合品牌产品形成正面的态度评价,一是要对合伙品牌进行有针对性地选择,二是要对合伙品牌间的产品匹配度进行仔细地分析,三是通过广告宣传活动展示合伙品牌品牌形象上的互补性,强化联合品牌在消费者心中的全新形象。
[Abstract]:As an important characteristic symbol of commodity composition, commodity brand has been paid more and more attention by more and more enterprises in modern marketing, and more researches on the theory and application of brand strategy have been carried out. As an important part of brand strategy, joint brand has become a strategic means to gain competitive advantage. At present, the research on joint brand consumer attitude evaluation mostly focuses on western consumers, and mainly on the product inspection of durable consumer goods. Therefore, it is of great theoretical and practical significance to study it at home and build a model of influencing factors of consumer attitude evaluation in FMCG industry. To solve this problem, this paper, taking 3G mobile phone as an example, makes an empirical study on the influencing factors of joint brand consumer attitude evaluation in the field of fast moving consumer goods (FMCG) in China. The purpose of this paper is to test the cross-cultural adaptability of SR model and to construct a model of influencing factors of joint brand consumer attitude evaluation in the field of fast moving consumer goods (FMCG), that is, the expansion model of SR. In this paper, based on the SR model, combined with hierarchical memory and feature transfer theory, the basic assumptions of the study are proposed, and then the extended SR model is constructed according to the assumptions. Through the pre-survey to select and determine the brand and product categories of the stimulus selected by the survey, and then based on previous studies, we developed a new questionnaire combining the actual situation of the mobile phone market. The questionnaire indexes were identified and classified by exploratory factor analysis of small sample, and the reliability and validity of the questionnaire indexes were tested by confirmatory factor analysis. Then the hypothesis of the model is tested by path analysis with large sample data. Through empirical research, it is found that there is a significant positive relationship between consumers' pre-attitude towards partnership brand, product matching degree, brand matching degree and consumer attitude evaluation of joint brand products. Moreover, there is a significant positive relationship between product matching degree and brand matching degree. Through the path analysis of the structural equation model, it is also found that the brand matching degree has the greatest influence on the brand consumer attitude evaluation. The influence of consumers' advance attitude to partnership brand 1 on joint brand consumer attitude evaluation is relatively minimal. The conclusion of the study is consistent with that of Simonin and Ruth in the real environment, that is, the conclusion of this study is not only suitable for the consumer judgment of foreign joint brands, but also suitable for domestic; Suitable not only for durable consumer goods but also for fast moving consumer goods. The research results show that if enterprises want to make consumers form a positive attitude toward joint brand products, one is to select the partnership brand, the other is to carefully analyze the product matching degree between partnership brands. Third, display the complementarity of partnership brand image through advertising activities, strengthen the brand in the consumer's new image.
【学位授予单位】：重庆大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F426.63;F224
本文编号：2142995
[Abstract]:As an important characteristic symbol of commodity composition, commodity brand has been paid more and more attention by more and more enterprises in modern marketing, and more researches on the theory and application of brand strategy have been carried out. As an important part of brand strategy, joint brand has become a strategic means to gain competitive advantage. At present, the research on joint brand consumer attitude evaluation mostly focuses on western consumers, and mainly on the product inspection of durable consumer goods. Therefore, it is of great theoretical and practical significance to study it at home and build a model of influencing factors of consumer attitude evaluation in FMCG industry. To solve this problem, this paper, taking 3G mobile phone as an example, makes an empirical study on the influencing factors of joint brand consumer attitude evaluation in the field of fast moving consumer goods (FMCG) in China. The purpose of this paper is to test the cross-cultural adaptability of SR model and to construct a model of influencing factors of joint brand consumer attitude evaluation in the field of fast moving consumer goods (FMCG), that is, the expansion model of SR. In this paper, based on the SR model, combined with hierarchical memory and feature transfer theory, the basic assumptions of the study are proposed, and then the extended SR model is constructed according to the assumptions. Through the pre-survey to select and determine the brand and product categories of the stimulus selected by the survey, and then based on previous studies, we developed a new questionnaire combining the actual situation of the mobile phone market. The questionnaire indexes were identified and classified by exploratory factor analysis of small sample, and the reliability and validity of the questionnaire indexes were tested by confirmatory factor analysis. Then the hypothesis of the model is tested by path analysis with large sample data. Through empirical research, it is found that there is a significant positive relationship between consumers' pre-attitude towards partnership brand, product matching degree, brand matching degree and consumer attitude evaluation of joint brand products. Moreover, there is a significant positive relationship between product matching degree and brand matching degree. Through the path analysis of the structural equation model, it is also found that the brand matching degree has the greatest influence on the brand consumer attitude evaluation. The influence of consumers' advance attitude to partnership brand 1 on joint brand consumer attitude evaluation is relatively minimal. The conclusion of the study is consistent with that of Simonin and Ruth in the real environment, that is, the conclusion of this study is not only suitable for the consumer judgment of foreign joint brands, but also suitable for domestic; Suitable not only for durable consumer goods but also for fast moving consumer goods. The research results show that if enterprises want to make consumers form a positive attitude toward joint brand products, one is to select the partnership brand, the other is to carefully analyze the product matching degree between partnership brands. Third, display the complementarity of partnership brand image through advertising activities, strengthen the brand in the consumer's new image.
【学位授予单位】：重庆大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F426.63;F224
【引证文献】
相关硕士学位论文 前3条
1 陈佳;网络游戏和手机联合品牌消费者使用意愿实证研究[D];广州大学;2011年
2 王文海;品牌联合对品牌权益的影响研究[D];华南理工大学;2010年
3 熊雅琳;基于匹配性层面的跨国品牌联合评价影响研究[D];江西财经大学;2012年
，本文编号：2142995
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