顾客感知价值对手机用户品牌忠诚的影响研究

发布时间：2018-09-17 08:06

【摘要】：当前手机消费市场竞争日益激烈，对于各个手机厂商而言，很难依靠传统的策略来获得持续竞争优势，如何在这种局势下培育品牌忠诚用户对于各企业来说是制胜的关键，通过文献研究，笔者发现顾客感知价值可以为企业获取竞争优势提供一线希望。基于此，本文选择手机行业为研究对象，从消费者的角度入手，关注手机用户的核心需求，探究其最为关注的感知价值，并分析顾客感知价值对品牌忠诚的影响。通过理论研究，本文根据Woodruff的顾客感知价值三层次模型，，并结合手机行业的具体情况，将顾客感知价值细分为功效价值、经济价值、服务价值以及情感价值四个维度，然后引入顾客满意这一中间变量，探析顾客感知价值对于品牌忠诚的影响，建立本文的研究模型并提出假设，顾客感知价值各个维度对品牌忠诚产生直接影响，同时顾客感知价值的各个维度通过顾客满意对品牌忠诚产生间接影响，最后通过实证分析来验证所提假设。通过问卷调查，并运用SPSS12.0对调研数据进行统计分析、信度和效度检验、因子分析以及回归分析之后，验证了顾客感知价值的四维度体系，即顾客感知价值可以分为功效价值、经济价值、服务价值以及情感价值，与此同时，顾客感知价值的四个维度中，服务价值和情感价值对品牌忠诚既有直接的正向影响，又可以通过顾客满意间接影响品牌忠诚，且情感价值的影响程度较大；经济价值只是对品牌忠诚产生直接影响，不会通过顾客满意来对其产生间接影响；功效价值则与经济价值相反，仅仅通过顾客满意来间接影响品牌忠诚。基于此，手机行业的各品牌生产商，需要结合自身特点，从顾客的心理需求出发，深入分析顾客的消费价值观以及决策过程，用有限的资源为顾客提供高于竞争对手的感知价值，从而制定相应的营销策略来获取更多的市场竞争优势。基于顾客感知价值来研究品牌忠诚在学术界而言是比较新的观点，但是因笔者能力和精力有限，在研究中只是结合前人的研究成果，就其中某些问题提出自己的想法和研究观点，但对于许多问题的研究还有待进一步深入，因此研究存在很多不足之处，需要今后的进一步研究。
[Abstract]:At present, the competition of mobile phone consumption market is becoming more and more fierce. It is very difficult for each mobile phone manufacturer to rely on the traditional strategy to obtain the sustainable competitive advantage. How to cultivate brand loyal users in this situation is the key to the success of each enterprise. Through literature research, the author finds that customer perceived value can provide a glimmer of hope for enterprises to gain competitive advantage. Based on this, this paper chooses the mobile phone industry as the research object, from the perspective of consumers, focuses on the core needs of mobile phone users, explores its most concerned about the perceived value, and analyzes the impact of customer perceived value on brand loyalty. Through theoretical research, according to Woodruff's three-level model of customer perceived value and combined with the specific situation of mobile phone industry, this paper subdivides customer perceived value into four dimensions: efficacy value, economic value, service value and emotional value. Then, by introducing the intermediate variable of customer satisfaction, this paper analyzes the influence of customer perceived value on brand loyalty, establishes the research model and puts forward the hypothesis that each dimension of customer perceived value has a direct impact on brand loyalty. At the same time, each dimension of customer perceived value has indirect influence on brand loyalty through customer satisfaction. Finally, the hypothesis is verified by empirical analysis. Through the questionnaire survey and the use of SPSS12.0 to carry on the statistical analysis, the reliability and the validity test, the factor analysis and the regression analysis, has verified the customer perception value four dimensional system, namely customer perceived value may be divided into the efficacy value. Economic value, service value and emotional value. At the same time, in the four dimensions of customer perceived value, service value and emotional value not only have direct positive impact on brand loyalty, but also can indirectly affect brand loyalty through customer satisfaction. The effect of economic value on brand loyalty is not indirect through customer satisfaction, and the effect value is contrary to economic value. Only through customer satisfaction to indirectly affect brand loyalty. Based on this, the brand manufacturers of mobile phone industry need to combine their own characteristics, from the customer's psychological needs, in-depth analysis of customer consumption values and decision-making process. Using limited resources to provide customers with higher perceived value than their competitors, so as to formulate corresponding marketing strategies to obtain more competitive advantages in the market. To study brand loyalty based on customer perceived value is a relatively new viewpoint in academic circles, but due to the limited ability and energy of the author, it is only combined with the previous research results in the research. This paper puts forward some ideas and research viewpoints on some of them, but the research on many problems still needs to be further studied. Therefore, there are many deficiencies in the study, which need to be further studied in the future.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.63;F224

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