手机品牌形象对顾客忠诚影响机制的实证研究

发布时间：2019-02-23 16:55

【摘要】：近几年来,中国的消费环境发生了巨大的变化,消费者收入增长迅速,消费结构和能力得到持续改善,消费者日益注重产品质量和形象。中国市场企业间的竞争越来越激烈,单纯的价格战失去了原有的威力,建立顾客忠诚成为企业寻求竞争优势的重要手段。品牌形象对消费者购买行为有重要影响。因此,研究品牌形象如何影响顾客忠诚具有十分重要的实践意义。本研究工作主要包括两个方面：(1)构建品牌形象的理论架构,在此基础上建立了品牌形象与感知质量,顾客满意和顾客忠诚的影响机制模型；(2)运用结构方程模型研究品牌形象与顾客感知质量,顾客满意,顾客忠诚的关系。针对上述两个方面的内容,本研究以贝尔模型作为品牌形象的测量模型,选择手机作为研究行业,在访谈和借鉴国内外研究成果的基础上,设计相应的变量测量项目,并且通过预调研对问卷的信度和效度进行了检验。正式调查问卷以随机抽样的方式进行调查,通过网上发放和现场发放两种方式收集问卷。本研究采用SPSS 13.0和AMOS 4.0软件对调查数据进行统计分析,得到主要结论如下：(1)本研究运用探索性因子分析,构建出手机品牌形象的测量量表,测量量表包含29个测量项目和3个因子,分别为：产品或服务自身形象(11个测量项目)、企业形象(10个测量项目)、消费者形象(8个测量项目)；(2)产品或服务自身形象,企业形象和消费者形象这三个因子对顾客感知质量、顾客满意有显著的正相关影响,其中产品或服务自身形象对顾客感知质量、顾客满意的影响最显著；(3)产品或服务自身形象因子对顾客忠诚有显著的正相关影响,企业形象和消费者形象对顾客忠诚没有直接的影响,但是通过感知质量,顾客满意间接影响顾客忠诚；(4)感知质量对顾客满意和顾客忠诚有显著的正相关影响,顾客满意对顾客忠诚有显著的正相关影响。
[Abstract]:In recent years, great changes have taken place in China's consumption environment, consumer income has increased rapidly, consumption structure and ability have been continuously improved, and consumers are paying more and more attention to product quality and image. The competition among enterprises in Chinese market is becoming more and more fierce, and the simple price war has lost its original power. Establishing customer loyalty has become an important means for enterprises to seek competitive advantage. Brand image has an important impact on consumer buying behavior. Therefore, it is of great practical significance to study how brand image affects customer loyalty. This research mainly includes two aspects: (1) constructing the theoretical framework of brand image, and then establishing the influence mechanism model of brand image and perceived quality, customer satisfaction and customer loyalty; (2) the relationship between brand image and customer perceived quality, customer satisfaction and customer loyalty is studied by using structural equation model. In view of the above two aspects, this research takes Bell model as the brand image measurement model, chooses the mobile phone as the research industry, designs the corresponding variable measurement item on the basis of the interview and the domestic and foreign research results. The reliability and validity of the questionnaire were tested by pre-investigation. The formal questionnaire was collected by random sampling, and the questionnaire was collected by online distribution and field distribution. This study uses SPSS 13.0 and AMOS 4.0 software to carry on the statistical analysis to the investigation data, obtains the main conclusion as follows: (1) this research uses the exploratory factor analysis, constructs the mobile phone brand image measurement scale, The measurement scale includes 29 measurement items and 3 factors, which are: product or service self-image (11 measurement items), corporate image (10 measurement items), consumer image (8 measurement items); (2) the product or service self-image, enterprise image and consumer image have significant positive correlation to customer perceived quality and customer satisfaction, among which the product or service image has significant positive correlation with customer perceived quality. The effect of customer satisfaction is the most significant; (3) the product or service's own image factor has the significant positive correlation to the customer loyalty, the enterprise image and the consumer image have no direct influence on the customer's loyalty, but through the perception quality, the customer's satisfaction indirectly affects the customer's loyalty; (4) perceived quality has significant positive correlation with customer satisfaction and customer loyalty, and customer satisfaction has significant positive correlation with customer loyalty.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F426.6;F224

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