老字号品牌属性对消费者感知价值及品牌忠诚意向的影响机理研究

发布时间：2018-02-27 15:14

本文关键词： 老字号品牌属性消费者感知价值品牌忠诚　出处：《浙江工商大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着我国消费者人均可支配收入的逐年增长,消费者不仅仅是单纯的购物,而是越发看重消费过程的"情绪体验"或"情感价值",即精神层面的满足感,消费高档化、品牌化、体验化趋势更加明显,文化消费、体验消费备受消费者青睐。2015年10月31日,中国人民大学创意产业技术研究院彭翊院长发布"中国文化消费发展指数(2015)",2015年我国文化消费综合指数达81.2,同比增长2.53%。文化消费能力、文化消费水平指数、文化消费满意度指数整体呈上升趋向。我国老字号品牌众多且兼具品质与文化体验优势,然而在中国消费市场蓬勃发展、消费者群体不断扩大的背景下,大部分老字号企业市场表现不如人意,主要表现为现有客户的流失以及市场份额逐渐缩减,品牌经营状况堪忧。如何复兴老字号品牌、如何留住客户以及如何培养忠诚客户是各级政府管理部门、商贸研究机构和广大老字号企业共同关心的重大课题。因此,本文选择这一研究主题在一定程度上具有理论和现实意义。本研究把老字号品牌属性当作解释变量,顾客感知价值当作中介变量,消费者品牌忠诚当作被解释变量建立理论模型。通过梳理理论界关于老字号品牌属性、顾客感知价值、消费者品牌忠诚等相关文献,确定三个变量的定义、量表设计和相互关系。由于关于老字号品牌属性的研究成果较少,本文将采用消费者访谈法、成功老字号企业案例研究等质化分析方法确定老字号品牌属性的测量维度。本研究通过问卷星和实地纸质问卷共回收问卷200份,其中178份为有效问卷。通过SPSS19.0对数据进行分析处理得到以下结论:(1)老字号品牌属性影响消费者品牌忠诚,在品牌属性两个维度中,内在属性对消费者品牌忠诚的影响作用最大,外在属性的影响作用较小;(2)老字号内在属性有助于提升消费者对老字号品牌的价值感知,特别是消费者的情感性感知,从而影响消费者的品牌忠诚行为。消费者感知价值的三个维度在内在属性和消费者品牌忠诚之间起中介作用。(3)功能性感知价值和情感性感知价值在老字号品牌的外在属性和消费者品牌忠诚之间起到中介作用,但是社会性感知的中介效应不显著。本文的研究结论能够帮助老字号企业精准抓住购买者的需求、动机和渴望获得的感知价值,进而制定有针对性的、操作性较强的品牌营销创新对策。
[Abstract]:With the increase of per capita disposable income of consumers in China, consumers are paying more and more attention to the "emotional experience" or "emotional value" in the process of consumption, that is, spiritual satisfaction, consumption of high grade, and brand, not only simple shopping, but also more and more emphasis on the "emotional experience" or "emotional value" in the process of consumption. The trend of experiential consumption is more obvious. Cultural consumption and experiential consumption are favored by consumers. In October 31st 2015, Peng Yi, Dean of the Creative Industry and Technology Research Institute of Renmin University of China, released the "China Cultural consumption Development Index (CCDI)". In 2015, China's cultural consumption composite index reached 81.2, an increase of 2.53.Cultural consumption capacity and cultural consumption level index. The index of cultural consumption satisfaction is on the rise as a whole. There are many famous brands in China with both quality and cultural experience advantages. However, in the context of the booming consumer market in China and the expanding consumer groups, The market performance of most old and famous enterprises is not satisfactory, mainly because of the loss of existing customers, the gradual shrinking of market share, and the worrying situation of brand management. How to retain customers and how to cultivate loyal customers is a major issue of common concern to government management departments at all levels, trade research institutions and the vast number of established enterprises. To a certain extent, this study takes the brand attribute of the old brand as the explanatory variable and the customer perceived value as the intermediary variable. The theoretical model of consumer brand loyalty is established as an explanatory variable. The definition of three variables is determined by combing the relevant literature on brand attributes, customer perceived value, consumer brand loyalty and so on in the theoretical circle. Design of the scale and relationship. Because of the lack of research on the brand attributes of old brands, this paper will adopt the method of consumer interview. In this study, 200 questionnaires were collected by questionnaire star and field paper questionnaire. Through the analysis and processing of the data by SPSS19.0, the following conclusions are drawn: (1) the brand attributes of the old brands affect the brand loyalty of consumers. In the two dimensions of brand attributes, the influence of the intrinsic attributes on the brand loyalty of consumers is the greatest. The influence of external attributes is smaller than that of old brands. (2) the intrinsic attributes of old brands help to enhance consumers' perception of the value of old brands, especially the emotional sensibility of consumers. The three dimensions of consumer perceived value play an intermediary role between intrinsic attributes and consumer brand loyalty. External attributes and consumer brand loyalty play an intermediary role, However, the intermediary effect of social perception is not significant. The research results of this paper can help the established enterprises to accurately grasp the perceived value of buyers' needs, motives and aspirations, and then formulate targeted ones. Strong operational brand marketing innovation countermeasures.
【学位授予单位】：浙江工商大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2

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