品牌信任对消费者品牌选择的影响研究
发布时间：2018-08-15 13:56
【摘要】： 首先通过对品牌信任及其影响因素的相关理论、品牌选择研究的文献综述,分析品牌信任及其影响因素与品牌选择行为的关系,为研究假设的提出打好理论基础。 继而在文献综述的基础上,建立起本研究的研究构架,提出研究假设。同时设计调查问卷,调查对象为普通消费者,小样本得到135份有效问卷,大样本得到350份有效问卷。 通过对数据进行探索性因素分析、结构方程分析等,构建了品牌信任及其影响因素与品牌选择的关系模型,证明了前文所提出的部分研究假设,得出了如下结论: (1)在日常消费品领域,品牌服务、产品质量、顾客满意等因素对品牌信任有显著的正向影响,而品牌声誉和品牌心理效应不会对品牌信任产生显著的影响。同时,在显著影响品牌信任的三个因素中,顾客最看重的是自己的消费经历是否满意,其次是产品质量,最后是品牌服务。 (2)品牌信任对品牌选择有显著的正向影响。 (3)品牌服务不会直接对品牌选择有显著的正向影响,品牌服务通过品牌信任作用于品牌选择,即品牌服务对品牌选择的影响完全被品牌信任中介。产品质量,顾客满意对品牌选择的影响被品牌信任部分中介。
[Abstract]:First of all, through the related theories of brand trust and its influencing factors, the literature review of brand selection research, the relationship between brand trust and its influencing factors and brand choice behavior is analyzed, so as to lay a good theoretical foundation for the research hypothesis. On the basis of literature review, the research framework of this study is established and the research hypotheses are put forward. At the same time, the questionnaire was designed. The sample was 135 valid questionnaires and the large sample 350 valid questionnaires. Based on the exploratory factor analysis and structural equation analysis of the data, the relationship model of brand trust and its influencing factors and brand selection is constructed, which proves some of the research hypotheses put forward in this paper. The conclusions are as follows: (1) in the field of daily consumer goods, brand service, product quality, customer satisfaction and other factors have a significant positive impact on brand trust. Brand reputation and brand psychological effects will not have a significant impact on brand trust. At the same time, of the three factors that significantly affect brand trust, the most important thing for customers is whether they are satisfied with their own consumption experience, followed by product quality. Finally, brand service. (2) Brand trust has a significant positive impact on brand selection. (3) Brand service will not have a significant positive impact on brand selection directly. Brand service acts on brand selection through brand trust, that is, the influence of brand service on brand selection is completely mediated by brand trust. The influence of product quality and customer satisfaction on brand selection is partly mediated by brand trust.
【学位授予单位】：江西师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：B841.7
本文编号：2184412
[Abstract]:First of all, through the related theories of brand trust and its influencing factors, the literature review of brand selection research, the relationship between brand trust and its influencing factors and brand choice behavior is analyzed, so as to lay a good theoretical foundation for the research hypothesis. On the basis of literature review, the research framework of this study is established and the research hypotheses are put forward. At the same time, the questionnaire was designed. The sample was 135 valid questionnaires and the large sample 350 valid questionnaires. Based on the exploratory factor analysis and structural equation analysis of the data, the relationship model of brand trust and its influencing factors and brand selection is constructed, which proves some of the research hypotheses put forward in this paper. The conclusions are as follows: (1) in the field of daily consumer goods, brand service, product quality, customer satisfaction and other factors have a significant positive impact on brand trust. Brand reputation and brand psychological effects will not have a significant impact on brand trust. At the same time, of the three factors that significantly affect brand trust, the most important thing for customers is whether they are satisfied with their own consumption experience, followed by product quality. Finally, brand service. (2) Brand trust has a significant positive impact on brand selection. (3) Brand service will not have a significant positive impact on brand selection directly. Brand service acts on brand selection through brand trust, that is, the influence of brand service on brand selection is completely mediated by brand trust. The influence of product quality and customer satisfaction on brand selection is partly mediated by brand trust.
【学位授予单位】：江西师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：B841.7
【引证文献】
相关期刊论文 前1条
1 于海龙;李秉龙;;中国城市居民婴幼儿奶粉品牌选购行为研究——以北京市为例[J];统计与信息论坛;2012年01期
相关硕士学位论文 前3条
1 郭帅;品牌信任视角下的网络消费行为研究[D];山东大学;2010年
2 章依凌;虚拟社区网络口碑对消费者购买意愿的影响[D];浙江理工大学;2010年
3 赵婷婷;中式连锁快餐品牌信任对品牌忠诚的影响研究[D];云南财经大学;2011年
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