运动鞋品牌形象对消费者购买意愿的影响研究

发布时间：2018-04-09 14:28

本文选题：品牌形象　切入点：感知价值　出处：《华南理工大学》2013年硕士论文

【摘要】：中国经济的腾飞带来了我国民众生活水平的提高，健康生活观念的增强也使运动成为了广大群众日常生活中必不可少的重要组成部分，，可以说，运动鞋已经成为了大众的生活必需品，强大的需求使我国的运动鞋行业还有很大的市场发展空间。而与此同时，国内外众多运动鞋品牌的竞争也日益激烈。当前，不同的运动鞋产品之间的功能差别已经不大，产品日益同质化，品牌成为了运动鞋公司的核心竞争力，而在品牌形象的建设方面，我国的运动鞋品牌相对国外的运动鞋品牌则处于劣势的地位。在此背景下，本文以运动鞋消费群体为研究对象，构建了以品牌形象的三个维度（公司形象、产品形象、使用者形象）为自变量、顾客感知价值为中介变量、消费者购买意愿为因变量的研究模型开展了实证研究。首先，本研究在大量回顾国内外学者对品牌形象、感知价值和购买意愿的研究文献的基础上，论述了三者之间的相互关系，并借鉴了国内外学者对于这三个变量的测量量表，开发出适合本研究的量表并对运动鞋消费群体进行问卷发放和回收，整理数据并对数据进行了描述性统计分析、信度和效度分析、相关分析、结构方程检验以及中介作用分析，最终得出结论，即：品牌形象中的三个维度，即公司形象、产品形象、使用者形象都对顾客感知价值以及消费者购买意愿有显著的正向影响；顾客感知价值对消费者购买意愿有显著的正向影响；感知价值在公司形象、产品形象、使用者形象与消费者购买意愿之间起完全中介的作用。最后，本文根据实证研究的结果，给运动鞋品牌公司在品牌形象建设工作方面提出了以下几条建议以供思考，包括有：1.改善零售店员工形象，建立良好的公司形象；2.优化运动鞋产品设计，建立良好的产品形象；3.寻找合适的代言人，建立良好的使用者形象；4.创意营销，塑造运动鞋的社会价值。
[Abstract]:The rapid development of China's economy has brought about an improvement in the living standards of our people, and the enhancement of the concept of healthy life has also made sports an indispensable and important part of the daily life of the broad masses.Sports shoes have become the necessities of life, the strong demand for sports shoes industry in our country still has a lot of market development space.At the same time, many domestic and foreign sports shoes brand competition is increasingly fierce.At present, the functional difference between different sports shoes products has not been big, the products are increasingly homogenized, brand has become the core competitiveness of sports shoes companies, and in the building of brand image,The brand of sneaker of our country is inferior to the brand of sneaker of foreign country.Under this background, this article takes the sports shoes consumer group as the research object, constructs takes the brand image three dimensions (the company image, the product image, the user image) as the independent variable, the customer perception value is the intermediary variable.An empirical study was conducted on the dependent variables of consumer willingness to buy.First of all, based on the review of domestic and foreign scholars' researches on brand image, perceived value and willingness to buy, the relationship between them is discussed, and the measurement scale of these three variables is used for reference.Developed a suitable scale for this study and issued and recovered the sports shoes consumer group, collated the data and carried out descriptive statistical analysis, reliability and validity analysis, correlation analysis, structural equation test and intermediary function analysis.The final conclusion is that: the three dimensions of brand image, that is, company image, product image, user image, have a significant positive impact on customer perceived value and consumer purchase intention;Customer perceived value has a significant positive impact on consumers' purchase intention, and perceived value plays a role as a complete intermediary between company image, product image, user image and consumer purchase intention.Finally, according to the results of empirical research, this paper puts forward the following suggestions for the brand image construction of sports shoes brand companies, including: 1.Improve the retail store employee image, establish a good corporate image.Optimize the design of sports shoes and establish a good product image.Looking for the appropriate spokesman, to establish a good user image.Creative marketing, shaping the social value of sports shoes.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.8

【参考文献】