产品属性对农村消费者购后行为影响的实证研究

发布时间：2018-11-11 17:21

【摘要】：伴随着我国经济快速发展和进步，彩色电视机已经成为农民日常生活中不可或缺的一部分，并且我国农村人口数量巨大，因此彩色电视机的农村市场还有很广阔的开拓前景,由此使一些国际性彩色电视机厂商开始将目标转向我国农村彩电市场，因此,现阶段我国农村市场中彩色电视机竞争非常激烈。在此背景之下，研究我国农村市场彩色电视机购买者的购后行为具有了重大的现实意义。本文以产品属性、顾客感知价值和购后行为的文献探讨为理论基础，提出相应的理论框架和研究假设，然后通过问卷调查的研究方法来收集数据，并用SPSS17.0和Excel相关数据分析软件对调查问卷所得数据进行了分析和处理，，验证和比较了产能品属性的两个维度——享乐型产品属性和功能型产品属性分别对彩色电视机消费者购后行为的影响，同时验证了顾客感知价值在享乐型产品属性、功能型产品属性对购后行为影响的部分中介作用。本文的主要研究结论有： (1)享乐型产品属性和功能型产品属性这两者都分别与购后行为间存在着显著正相关的关系，因此，现阶段我国的彩色电视机厂商可以从这两方面出发来管理自己的品牌，从而获得对自己有利的竞争优势； (2)享乐型产品属性和功能型产品属性通过顾客感知价值间接作用于购后行为的；因此，我国的彩色电视机厂商在进行品牌管理的时候，应以企业的顾客为中心，注重体现顾客感知价值； (3)在我国现阶段的彩色电视机农村市场中，功能型产品属性比享乐型产品属性对彩色电视机的农村市场的购买者的够后行为的影响更大，因此现阶段彩色电视机厂商在开拓我国的农村市场的时候，应该以功能型产品属性的产品为主来获得竞争优势。
[Abstract]:With the rapid economic development and progress in China, color television has become an indispensable part of farmers' daily life, and the number of rural people in our country is huge, so the rural market of color television has a very broad development prospects. As a result, some international color TV manufacturers begin to turn their goals to the rural color TV market in China. Therefore, the competition of color TV sets in the rural market in China is very fierce at the present stage. Under this background, it has great practical significance to study the purchase behavior of color TV buyers in rural market of our country. Based on the theoretical basis of product attributes, customer perceived value and post-purchase behavior, this paper puts forward the corresponding theoretical framework and research hypotheses, and then collects the data by questionnaire survey. The data obtained from the questionnaire are analyzed and processed by SPSS17.0 and Excel software. The effects of hedonic product attribute and functional product attribute on the consumer's behavior after purchase are verified and compared. At the same time, the customer perceived value is validated in the hedonic product attribute. Some mediating effects of functional product attributes on post-purchase behavior. The main conclusions of this paper are as follows: (1) there is a significant positive correlation between the hedonic product attributes and the functional product attributes and the post-purchase behavior. At present, the color TV manufacturers in our country can manage their own brands from these two aspects, so as to obtain a favorable competitive advantage for themselves; (2) the hedonic product attribute and the functional product attribute act indirectly on the post-purchase behavior through the customer perceived value; Therefore, the color TV manufacturers in our country should take the customer as the center and pay attention to reflect the customer perceived value when carrying on the brand management; (3) in the rural market of color TV in our country at present, the function product attribute has more influence on the buyer's aftergrowth behavior than the hedonic type product attribute in the rural market of color television. Therefore, when developing the rural market of our country, the color TV manufacturers should take the function product attribute as the main product to gain the competitive advantage.
【学位授予单位】：辽宁工程技术大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F323.8;F224

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