消费者品牌知识对购买意愿的影响研究

发布时间：2018-11-22 16:29

【摘要】：本文以笔记本电脑消费者为研究对象,研究消费者的品牌知识,品牌态度,购买意愿三者之间的关系。利用文献研究法、问卷调查法和统计分析法实证研究了消费者品牌知识对购买意愿的内在作用机理,并探讨了品牌态度在品牌知识与购买意愿之间的中介作用。经过文献梳理,本文对各变量的内涵和维度进行了界定,认为品牌知识为消费者视角的品牌资产的核心要素,包含品牌联想和品牌知名度两个维度;品牌态度是个体对特定品牌所产生的一种喜欢或非喜欢的倾向;购买意愿即消费者愿意采取特定购买行为的机率。在此基础上构建了理论模型,提出研究假设。假设消费者品牌知识与购买意愿存在正向相关关系,且品牌态度在消费者品牌知识与购买意愿的关系之间起中介作用。随后根据本文研究设计进行预调查,通过网络调查平台“问卷星”网收集到与调查问卷60份,经过信度和效度检验,表明研究设计良好,经细微调整后正式调查回收有效问卷175份,并以此为基础进行数据分析,得出以下研究结果:(1)品牌知识与品牌态度和购买意愿之间均存在着显著的正相关关系,其中品牌联想和品牌知名度维度均能够显著正向影响品牌态度和购买意愿。同时品牌态度显著正向影响消费者购买意愿。(2)品牌联想和品牌知名度均对消费者品牌态度和购买意愿具有较好的预测作用(3)品牌态度在品牌联想和品牌知名度与购买意愿关系之间存在着中介作用。本文在理论意义方面,进一步丰富和完善了有关品牌知识、品牌态度和购买意愿关系之间的研究,探讨了品牌态度在消费者品牌知识与购买意愿关系中的中介作用。在实践意义方面,为企业提供利用品牌知识开展创新型营销方面的相关建议,也为企业更加深入地理解消费者品牌知识是消费者视角的品牌资产的核心要素提供了实证检验。
[Abstract]:This paper studies the relationship among consumers' brand knowledge, brand attitude and purchase intention. By means of literature research, questionnaire survey and statistical analysis, this paper empirically studies the internal mechanism of consumer brand knowledge on purchasing intention, and probes into the intermediary role of brand attitude between brand knowledge and purchase intention. After combing the literature, this paper defines the connotation and dimension of each variable, and thinks that brand knowledge is the core element of brand equity from the perspective of consumers, which includes two dimensions: brand association and brand awareness; Brand attitude is an individual tendency to like or not like a particular brand; the willingness to buy is the probability that consumers are willing to take a specific purchase behavior. On this basis, the theoretical model is constructed and the research hypothesis is put forward. It is assumed that there is a positive correlation between consumer brand knowledge and purchase intention, and brand attitude plays an intermediary role in the relationship between consumer brand knowledge and purchase intention. According to the research design of this paper, 60 questionnaires were collected and investigated through the online survey platform "questionnaire star" network. The reliability and validity tests show that the research design is good. After minor adjustment, 175 valid questionnaires were collected and analyzed. The following results were obtained: (1) there was a significant positive correlation between brand knowledge and brand attitude and purchase intention. Brand association and brand awareness dimensions can significantly positively affect brand attitude and purchase intention. At the same time, brand attitude has a significant positive impact on consumer purchase willingness. (2) Brand association and brand awareness have a good predictive effect on consumer brand attitude and purchase intention. (3) Brand attitude in brand association and products. Brand popularity and willingness to buy the relationship between the existence of intermediary role. In terms of theoretical significance, this paper further enriches and perfects the research on the relationship among brand knowledge, brand attitude and purchase intention, and probes into the intermediary role of brand attitude in the relationship between consumer brand knowledge and purchase intention. In terms of practical significance, it provides relevant suggestions for enterprises to use brand knowledge to carry out innovative marketing, and provides an empirical test for enterprises to understand more deeply that consumer brand knowledge is the core element of brand equity in consumer perspective.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;F713.55

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