微信品牌个性和消费者个性的实证研究

发布时间：2018-01-01 14:29

本文关键词：微信品牌个性和消费者个性的实证研究　出处：《云南财经大学》2017年硕士论文　论文类型：学位论文

【摘要】：网络属于新兴媒体的代表,其日新月异的发展让每个人的生活悄无声息地发生着天翻地覆的变化。利用网络,人们结交到更多的朋友,交换着彼此不同的思想,消费者可以随时随地买到自己所需要的商品。网络经济时代下,消费方式发生了重要的变革,微信作为网络发展相伴而生的产物,这个虚拟的网络平台与消费者的接触越来越密切。品牌个性是区别各个不同品牌之间重要参考的依据,消费者个性是企业进行营销活动的根本出发点。学者们以往研究品牌个性主要针对于实物的品牌。在新的消费环境下,关于品牌个性和消费者个性的研究在都存在着数量方面和深度方面的不足,网络环境下关于产品的品牌个性和消费者个性的研究需要进一步的加深。本文研究以微信为代表的网络品牌的品牌个性和消费者个性的维度并且探究二者之间的影响关系。本文首先研究了有关品牌个性和消费者个性的文献资料,归纳和总结了微信的使用以及营销、品牌个性、消费者个性以及品牌个性和消费者个性的影响关系的理论。本文采用实证研究方法,参照了美国著名学者Jenniffer Aaker的品牌个性维度量表以及黄胜兵,卢泰宏关于中国文化背景设计的量表选择出品牌个性的描述词汇,参照了Mc Crae和Costa的消费者个性的大五模型和我国学者王登峰、崔红的中国七大人格理论模型设计出消费者个性的描述词语,并结合访谈法等设计出一份关于微信的品牌个性和消费者个性的量表问卷,进行预调查并修改形成最终的量表问卷。对样本调查获得有效数据之后利用SPSS17.0和LISREL8.70软件划分了微信的品牌个性和消费者个性的维度,分析了微信的品牌个性和消费者个性各个维度之间的影响关系。研究结果表明,品牌个性可以划分为时尚新颖、欢乐主动、实惠可靠、成熟英明这四个维度。消费者个性可以划分为活跃外向、精明干练、直率利他、冲动兴奋这四个维度,消费者个性的各个维度对品牌个性的各维度存在着影响作用。最后,本文根据研究发现的结论提出了在网络经济时代背景下企业进行营销活动的建议。
[Abstract]:The network belongs to the representative of the emerging media, its development with each passing day makes everyone's life quietly take place the earth-shaking change. Using the network, people make more friends and exchange different ideas. Consumers can buy the goods they need at any time and anywhere. In the era of network economy, the consumption mode has undergone important changes. WeChat is the product of the development of the network. This virtual network platform is more and more closely connected with consumers. Brand personality is an important reference for distinguishing different brands. Consumer personality is the fundamental starting point of marketing activities. Scholars used to study brand personality mainly aimed at the real brand. In the new consumption environment. The research on brand personality and consumer personality is insufficient in quantity and depth. The research on brand personality and consumer personality of products need to be further deepened under the network environment. This paper studies the dimensions of brand personality and consumer personality of online brand represented by WeChat and explores the relationship between the two. First of all, this paper studies the literature about brand personality and consumer personality. Summarized the use of WeChat and marketing, brand personality, consumer personality and the relationship between brand personality and consumer personality. Referring to the famous American scholar Jenniffer Aaker's brand personality dimension scale and Huang Shengbing, Lu Taihong's scale about Chinese cultural background design selects the description vocabulary of brand personality. Referring to the "Big five" model of consumer personality of MC Crae and Costa and Chinese scholars Wang Dengfeng and Cui Hong's seven personality theory models, the description words of consumer personality are designed. And combined with interviews and other design of WeChat brand personality and consumer personality questionnaire. After obtaining valid data from the sample survey, the brand personality and consumer personality of WeChat were divided by using SPSS17.0 and LISREL8.70 software. The dimension of. The influence relationship between brand personality and consumer personality of WeChat is analyzed. The results show that brand personality can be divided into fashionable, active, affordable and reliable. The four dimensions of mature wisdom. Consumer personality can be divided into active extroversion, shrewd and able, direct altruism, impulsive excitement these four dimensions. Each dimension of consumer personality has influence on each dimension of brand personality. Finally, according to the findings of the study, this paper puts forward some suggestions for enterprises to carry out marketing activities under the background of network economy era.
【学位授予单位】：云南财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F273.2

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