品牌形象对女性服装购买行为的影响研究

发布时间：2018-03-15 23:03

本文选题：品牌形象　切入点：女性服装　出处：《云南财经大学》2013年硕士论文　论文类型：学位论文

【摘要】：在当今市场竞争日益激烈，而产品却表现为同质化的时代，品牌越来越凸显出特殊的竞争力。这其中，品牌形象成为品牌竞争的核心内容之一。同时，，我们正处于一个新女性时代，对于整个消费市场来说女性都占据着重要的地位，是消费的主力军。而对于服装，尤其是品牌服装正是女性热衷消费的。本文主要研究品牌形象对女性购买服装行为的影响研究，通过对品牌形象、服装品牌形象、购买行为、品牌形象与购买行为、女性服装消费的文献回顾，对品牌形象和购买行为进行了概念的界定；对艾克品牌形象测评模型、科勒品牌形象测评模型、克里斯南品牌形象测评模型、贝尔品牌形象测评模型、E K B购买行为模型、Kotler的购买行为模型、霍华德谢恩模式购买行为模型的理论进行评析；根据文献综述和典型贝尔品牌形象测评理论相结合，确定了本研究的女性服装品牌形象维度，即产品/服务形象；使用人群形象；公司形象。产品/服务形象这个维度又划分为：产品形象、品牌符号形象、店面形象、服务形象。接下来对品牌形象对女性服装购买行为影响的模型进行假设：产品形象、品牌符号形象、店面形象、服务形象；使用人群形象；公司形象均正向影响顾客满意、顾客忠诚；顾客满意又正向影响顾客忠诚，从而构建品牌形象对女性服装购买行为影响的模型，确定测量指标体系并设计问卷量表，适时发放问卷，并分为预调研与正式调研，以便得到更准确的数据。本研究采用了描述性分析、信度分析、效度分析、因子分析、方差分析、相关分析、回归分析，经过数据分析得出假设均成立并得出结论，针对女装品牌形象对女性购买行为的影响提出了几点建议。
[Abstract]:In the era of increasingly fierce market competition and homogenization of products, the brand becomes more and more competitive. Among them, brand image becomes one of the core contents of brand competition. At the same time, brand image becomes one of the core contents of brand competition. We are in a new era of women, women occupy an important position for the entire consumer market, is the main force of consumption, and for clothing, especially brand clothing, women are keen to consume. This paper mainly studies the influence of brand image on women's clothing purchase behavior, through the literature review of brand image, clothing brand image, purchase behavior, brand image and purchase behavior, women's clothing consumption. The concept of brand image and purchase behavior is defined, the Ike brand image evaluation model, the Kohler brand image evaluation model, the Chris nan brand image evaluation model, The evaluation model of Bell's brand image is based on Kotler's purchase behavior model and Howard's John Shane's purchase behavior model, which is based on the literature review and the typical Bell brand image evaluation theory. The dimensions of female clothing brand image in this study, namely product / service image, use crowd image, company image and product / service image, are divided into three dimensions: product image, brand symbol image, store image, etc. Service image. Then the model of the influence of brand image on women's clothing purchase behavior is assumed: product image, brand symbol image, store image, service image, use crowd image, company image all positively affect customer satisfaction. Customer loyalty; customer satisfaction also positively affects customer loyalty, so as to build a model of brand image influence on women's clothing purchase behavior, determine the measurement index system and design a questionnaire scale, timely issue questionnaires, and divided into pre-survey and formal investigation. In order to obtain more accurate data. In this study, descriptive analysis, reliability analysis, validity analysis, factor analysis, variance analysis, correlation analysis, regression analysis were used. This paper puts forward some suggestions on the influence of women's brand image on women's purchasing behavior.
【学位授予单位】：云南财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F713.55;F416.86

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