品牌体验对消费者品牌偏好的影响研究
发布时间：2018-11-17 21:27
【摘要】：品牌不仅在某种程度上是企业产品或服务质量和功能的象征,而且是人们心理和精神层面需求的阐释。品牌是消费者独特体验的载体。企业通常运用宣传、广告等各式各样的方法将他们对于品牌产品的认识传递给消费者,而消费者厌倦了这种方式。他们迫切需要亲身体验品牌产品或服务,以发现产品或服务的优势和劣势,从而确定它们能否满足自己日常生活的需求,对与自己的需求相符的品牌会产生一定的品牌偏好。如何通过积极与品牌建立联系和互动交流的方式让消费者对品牌产生品牌偏好甚至是结下较深的感情是企业在品牌建设过程中需要探索的难题。本研究认为这个问题的解决要以消费者的品牌体验为突破口,溯本追源。只有理清消费者品牌体验与消费者品牌偏好的关系,才能为企业进行品牌建设指明道路。本文的研究共分为五个部分:第一部分主要阐述了本研究的研究背景,对研究的目的和意义进行了总结,分别总结归纳了国内外学者的研究成果,在此基础上介绍了本文的研究的整体思路、研究方法以及论文的基本框架。第二部分阐述了品牌体验及品牌偏好的相应概念,构建了品牌体验和消费者品牌偏好之间的关系模型。第三部分在相关理论的基础上初步提出了品牌体验可能对品牌偏好存在影响。第四部分进行模型构建与数据分析,提出了品牌体验对品牌偏好影响的研究假设,并总结前人的理论开发了品牌体验和品牌偏好测量量表,通过探索性因子分析和验证性因子分析证明了各潜变量确实存在,之后运用结构方程模型法进一步验证了品牌体验对消费者品牌偏好的影响。第五部分对研究的结论进行了总结并提出了研究展望。本文研究成果和创新之处是围绕品牌体验与品牌偏好,构建了品牌体验和品牌偏好模型,运用探索性因子分析和验证性因子分析的方法证明了品牌体验和品牌偏好模型中各个潜在变量的存在;利用结构方程模型验证了品牌体验对品牌偏好影响的理论假设,继而有针对性地提出相应的对策,采取有效的品牌体验营销,强化消费者的品牌偏好。本文研究的结论为:强化消费者的品牌偏好必须从完善消费者的品牌体验着手,构建品牌体验与偏好模型,并根据消费者对产品或服务需求的改变适时完善模型。通过改善品牌体验强化消费者的品牌偏好,进而促成消费行为的产生,这是使品牌获得持续偏好的有力举措。
[Abstract]:Brand is not only the symbol of the quality and function of enterprise's products or services, but also the explanation of people's psychological and spiritual needs. Brand is the carrier of consumer's unique experience. Companies often pass on their knowledge of brand products to consumers in various ways, such as publicity, advertising and so on, and consumers are tired of this way. They urgently need to experience brand products or services to find out the advantages and disadvantages of products or services, to determine whether they can meet the needs of their daily life, and to produce a certain brand preference for brands that are in line with their own needs. It is a difficult problem for enterprises to explore how to make consumers have brand preference or even form deeper feelings through actively establishing contact and interactive communication with brands. This study believes that the solution to this problem should take the brand experience of consumers as a breakthrough and trace back to the source. Only by clarifying the relationship between consumer brand experience and consumer brand preference can we point out the way for enterprises to build brand. The research of this paper is divided into five parts: the first part mainly expounds the research background, summarizes the purpose and significance of the research, summarizes the research results of domestic and foreign scholars, respectively. On this basis, this paper introduces the overall thinking, research methods and the basic framework of the paper. The second part expounds the corresponding concepts of brand experience and brand preference, and constructs the relationship model between brand experience and consumer brand preference. The third part puts forward the influence of brand experience on brand preference on the basis of relevant theories. In the fourth part, we construct the model and analyze the data, put forward the hypothesis of the influence of brand experience on brand preference, and summarize the previous theories and develop brand experience and brand preference measurement scale. Through exploratory factor analysis and confirmatory factor analysis, the existence of latent variables is proved, and then the influence of brand experience on consumer brand preference is further verified by structural equation model method. In the fifth part, the conclusion of the study is summarized and the research prospect is put forward. The research achievement and innovation of this paper is to construct the model of brand experience and brand preference around brand experience and brand preference. The methods of exploratory factor analysis and confirmatory factor analysis are used to prove the existence of each potential variable in the brand experience and brand preference model. The theoretical hypothesis of the influence of brand experience on brand preference is verified by using the structural equation model, and then the corresponding countermeasures are put forward, and effective brand experience marketing is adopted to strengthen the brand preference of consumers. The conclusion of this paper is as follows: to strengthen the consumer's brand preference, we must start from perfecting the consumer's brand experience, construct the brand experience and preference model, and perfect the model timely according to the change of consumer's demand for product or service. By improving the brand experience, we can strengthen the consumer's brand preference, and then promote the consumer behavior, which is a powerful measure to make the brand get the sustained preference.
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F713.55
本文编号：2339087
[Abstract]:Brand is not only the symbol of the quality and function of enterprise's products or services, but also the explanation of people's psychological and spiritual needs. Brand is the carrier of consumer's unique experience. Companies often pass on their knowledge of brand products to consumers in various ways, such as publicity, advertising and so on, and consumers are tired of this way. They urgently need to experience brand products or services to find out the advantages and disadvantages of products or services, to determine whether they can meet the needs of their daily life, and to produce a certain brand preference for brands that are in line with their own needs. It is a difficult problem for enterprises to explore how to make consumers have brand preference or even form deeper feelings through actively establishing contact and interactive communication with brands. This study believes that the solution to this problem should take the brand experience of consumers as a breakthrough and trace back to the source. Only by clarifying the relationship between consumer brand experience and consumer brand preference can we point out the way for enterprises to build brand. The research of this paper is divided into five parts: the first part mainly expounds the research background, summarizes the purpose and significance of the research, summarizes the research results of domestic and foreign scholars, respectively. On this basis, this paper introduces the overall thinking, research methods and the basic framework of the paper. The second part expounds the corresponding concepts of brand experience and brand preference, and constructs the relationship model between brand experience and consumer brand preference. The third part puts forward the influence of brand experience on brand preference on the basis of relevant theories. In the fourth part, we construct the model and analyze the data, put forward the hypothesis of the influence of brand experience on brand preference, and summarize the previous theories and develop brand experience and brand preference measurement scale. Through exploratory factor analysis and confirmatory factor analysis, the existence of latent variables is proved, and then the influence of brand experience on consumer brand preference is further verified by structural equation model method. In the fifth part, the conclusion of the study is summarized and the research prospect is put forward. The research achievement and innovation of this paper is to construct the model of brand experience and brand preference around brand experience and brand preference. The methods of exploratory factor analysis and confirmatory factor analysis are used to prove the existence of each potential variable in the brand experience and brand preference model. The theoretical hypothesis of the influence of brand experience on brand preference is verified by using the structural equation model, and then the corresponding countermeasures are put forward, and effective brand experience marketing is adopted to strengthen the brand preference of consumers. The conclusion of this paper is as follows: to strengthen the consumer's brand preference, we must start from perfecting the consumer's brand experience, construct the brand experience and preference model, and perfect the model timely according to the change of consumer's demand for product or service. By improving the brand experience, we can strengthen the consumer's brand preference, and then promote the consumer behavior, which is a powerful measure to make the brand get the sustained preference.
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F713.55
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