大学生性格色彩与品牌依恋的关系研究

发布时间：2018-12-12 05:05

【摘要】：随着大学生自主消费意识的不断增强,他们独特的性格特征就形成了独特的消费行为。因此,本文将当代大学生的性格色彩与品牌依恋进行综合研究,分析两者内在机理,从而认识大学生的消费趋势,为企业产品设计与研发开拓思路,为商家开拓市场创新营销策略。通过预调研与正式调研的方式深入了解大学生性格色彩和品牌依恋的关系,将收集到的数据通过SPSS17.0进行定量分析,深入研究大学生品牌依恋的影响维度,采用的数据分析方法有描述性分析、可靠性分析、因子分析、相关分析、多因素方差分析、独立样本t检验和单因素方差分析。研究结论如下：1.品牌依恋包含四个维度：关系管理、品牌-自我一致、情感联结和信任保障。2.性格色彩和品牌依恋具有相关性。红色性格的人与信任保障因子有比较显著相关性；蓝色性格人与关系管理和情感联结因子有比较显著相关性；黄色性格的人与品牌-自我一致性因子有比较显著相关性；绿色性格的人对品牌依恋各维度均无显著相关性。3.关系管理、信任保障和情感联结均对行为忠诚有显著正向影响作用,信任保障维度对态度忠诚有正向影响作用。4.人口统计学变量中的年龄结构和学生来源对品牌依恋各维度均无显著差异；学历相比：本科学生更注重关系管理维度；男女同学相比：男同学更关注关系管理维度、女同学更关注信任保障维度；专业相比：文科学生更在乎信任保障维度。针对性格色彩的个性特征,给企业和商家提出以下几点建议： 1.对于黄色性格的人应注重品牌-自我一致性维度。品牌个性化的产品设计和独特的营销策略是赢得黄色性格人依恋的杀手锏。 2.对于蓝色性格的人要重视关系管理和情感联结维度。引导消费积极体验,加强消费者与品牌之间的情感联结,从而建立良好的品牌关系,是增强品牌依恋的重要保证。 3.对于红色性格的人要注重信任保障维度。要想抓牢红色性格的人,强化品质地位是关键。借助科学技术手段,不断提升企业的人力、人才、产品、服务等要素,让消费者从心里完全信赖。
[Abstract]:With the increasing of college students'independent consumption consciousness, their unique personality characteristics form their unique consumption behavior. Therefore, this paper makes a comprehensive study of contemporary college students' personality color and brand attachment, analyzes the internal mechanism of both, so as to understand the consumption trend of college students, and open up ideas for product design and R & D of enterprises. Open up new marketing strategies for merchants. Through the way of pre-investigation and formal investigation, the relationship between college students' personality color and brand attachment is deeply understood, and the data collected is quantitatively analyzed through SPSS17.0, and the influence dimension of brand attachment of college students is deeply studied. The data analysis methods used include descriptive analysis, reliability analysis, factor analysis, correlation analysis, multivariate ANOVA, independent sample t-test and single-factor ANOVA. The conclusions are as follows: 1. Brand attachment includes four dimensions: relationship management, brand-self consistency, emotional connection and trust protection. 2. Personality color and brand attachment have a correlation. There was a significant correlation between red personality and trust guarantee factor, blue personality with relationship management and affective bonding factor, yellow personality with brand self-consistency factor. There was no significant correlation between green personality and brand attachment. 3. 3. Relationship management, trust guarantee and emotional connection all have significant positive effects on behavior loyalty, and trust guarantee dimension has positive effect on attitude loyalty. 4. There was no significant difference in the age structure and student origin of the demographic variables in each dimension of brand attachment, and compared with the academic background, the undergraduate students paid more attention to the relationship management dimension. Compared with male students, male students pay more attention to the dimension of relationship management, female students pay more attention to the dimension of trust security; compared with majors, liberal arts students care more about the dimension of trust security. In view of the personality characteristics of color, give enterprises and businesses the following suggestions: 1. For yellow personality people should pay attention to the brand-self-consistency dimension. Brand personalized product design and unique marketing strategy is to win yellow personality attachment killer mace. 2. For the blue personality people should attach importance to the relationship management and emotional connection dimension. It is an important guarantee to strengthen brand attachment by guiding the positive experience of consumption, strengthening the emotional connection between consumers and brands, and thus establishing a good brand relationship. 3. For the red character of the people should pay attention to the dimension of trust protection. To grasp the red character of the person, strengthen the quality of the status is the key. With the help of scientific and technological means, the enterprise's personnel, talents, products, services and other elements, so that consumers completely trust from the heart.
【学位授予单位】：大连交通大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G645.5;F273.2

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