服务业品牌经验与品牌信任的相关研究
发布时间：2018-09-13 06:02
【摘要】： 本文以服务业为背景,以自我开发的直接性和间接性品牌经验量表为工具,探索了关键性的品牌经验因子,其中包括3个直接性的品牌经验因子,即服务、产品接触的结果体验、人员接触经验、服务环境接触经验,以及3个间接性的品牌经验因子,即企业计划且可控信息的接触经验、企业计划但不可控信息的接触经验、非企业计划性信息的接触经验。在探索品牌经验的主成分后,笔者通过另一批数据对其进行了验证,并进一步探讨了品牌经验与品牌信任的相关关系,通过引进品牌满意这一变量,构建了品牌经验与品牌信任的相关模型。通过全模型分析,证实了直接性品牌经验经由品质满意对品牌信任有正向的间接影响的假设,而间接性品牌经验通过信息满意对品牌信任也有正向的间接影响的假设,同时还证实了直接性品牌经验对品牌信任有直接的正向影响的假设。
[Abstract]:Based on the service industry as the background and the self-developed directness and indirect brand experience scale as the tool, this paper explores the key brand experience factors, including three direct brand experience factors, that is, service. Product contact result experience, personnel contact experience, service environment exposure experience, and three indirect brand experience factors, namely, enterprise planning and controllable information exposure experience, enterprise planning but uncontrollable information exposure experience, Experience in exposure to unplanned information. After exploring the principal components of brand experience, the author verifies it through another batch of data, and further discusses the relationship between brand experience and brand trust, and introduces the variable of brand satisfaction. The related model of brand experience and brand trust is constructed. Through full-model analysis, the hypothesis that direct brand experience has positive and indirect influence on brand trust through quality satisfaction is confirmed, while indirect brand experience has positive and indirect influence on brand trust through information satisfaction. It also confirms the hypothesis that direct brand experience has a direct positive impact on 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】：F273.2;F719;F224
本文编号：2240290
[Abstract]:Based on the service industry as the background and the self-developed directness and indirect brand experience scale as the tool, this paper explores the key brand experience factors, including three direct brand experience factors, that is, service. Product contact result experience, personnel contact experience, service environment exposure experience, and three indirect brand experience factors, namely, enterprise planning and controllable information exposure experience, enterprise planning but uncontrollable information exposure experience, Experience in exposure to unplanned information. After exploring the principal components of brand experience, the author verifies it through another batch of data, and further discusses the relationship between brand experience and brand trust, and introduces the variable of brand satisfaction. The related model of brand experience and brand trust is constructed. Through full-model analysis, the hypothesis that direct brand experience has positive and indirect influence on brand trust through quality satisfaction is confirmed, while indirect brand experience has positive and indirect influence on brand trust through information satisfaction. It also confirms the hypothesis that direct brand experience has a direct positive impact on 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】：F273.2;F719;F224
【引证文献】
相关期刊论文 前1条
1 王桂兰;张聪群;;基于企业公开信息的消费者品牌信任形成机制研究[J];消费经济;2011年05期
，本文编号：2240290
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