品牌崇拜概念、维度及量表构建
发布时间：2018-11-21 20:01
【摘要】：在消费社会中,消费者对品牌的狂热行为屡见不鲜,然而研究这些行为的理论却难以寻见。论文针对这种情况,界定了品牌崇拜的概念,并利用小组讨论、专家咨询、问卷调查等研究方法,构建了品牌崇拜维度及其测量量表,通过探索性因子分析和验证性因子分析证明了量表的可靠性,以期为后续研究超常的消费者行为提供理论上的支持。
[Abstract]:In the consumer society, the behavior of brand fanaticism is common, but the theory of these behaviors is difficult to find. Aiming at this situation, this paper defines the concept of brand worship, and constructs the dimension of brand worship and its measurement scale by using the research methods of group discussion, expert consultation, questionnaire survey, etc. The reliability of the scale is proved by exploratory factor analysis and confirmatory factor analysis in order to provide theoretical support for the follow-up study of abnormal consumer behavior.
【作者单位】： 同济大学经济与管理学院;
【基金】：国家自然科学基金项目(71202031)
【分类号】：F713.55
本文编号：2348127
[Abstract]:In the consumer society, the behavior of brand fanaticism is common, but the theory of these behaviors is difficult to find. Aiming at this situation, this paper defines the concept of brand worship, and constructs the dimension of brand worship and its measurement scale by using the research methods of group discussion, expert consultation, questionnaire survey, etc. The reliability of the scale is proved by exploratory factor analysis and confirmatory factor analysis in order to provide theoretical support for the follow-up study of abnormal consumer behavior.
【作者单位】： 同济大学经济与管理学院;
【基金】：国家自然科学基金项目(71202031)
【分类号】：F713.55
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