大学生对教育培训品牌信任的影响因素研究

发布时间：2018-02-11 04:31

本文关键词： 服务品牌教育培训品牌品牌信任大学生　出处：《河北经贸大学》2012年硕士论文　论文类型：学位论文

【摘要】：服务更多的表现为一种信任或体验的特征,服务品牌对于服务企业来说非常重要,它能够降低消费者的购买风险和增强购买信心。而本文研究的服务品牌是在我国发展速度较快、竞争日益激烈的教育培训品牌。品牌信任是培养客户忠诚和满意的途径之一,信任理论的研究来源于社会学、心理学和经济学,营销学继承发展了信任理论,将信任转化为顾客对企业及品牌的信任。本文的研究对象是在校大学生,因为他们都面临着如何适应时代发展的要求和在市场竞争中处于不败之地的巨大考验,接受教育培训无疑是一种最直接有效的办法。本文的研究目的是以教育培训服务为背景,研究哪些因素影响着大学生消费者对教育培训品牌的信任。首先对相关文献进行了总结和整理,在此基础上,对大学生关于教育培训品牌信任进行了概念解析。根据服务品牌和教育培训品牌的特点,将品牌信任的前因总结为三个方面：学员个人特征、教育培训品牌特征和品牌互动特征,又将这三个构面分为消费者学习的动机、个人信任倾向、品牌声誉、企业规模、师资力量、硬件设施、履约能力、课程体验和违约补救等九个变量。其次,通过问卷调查对以上九个变量进行了实证研究,实证研究使用的问卷是根据前人的研究和顾客访谈的结果完成的。本文通过因子分析、计算Cronbach's α系数等方法,对问卷进行了信度检验和效度检验,在此基础上对问卷进行了修正和调整。最后通过相关性分析和回归分析进行了相关程度的分析,研究结果表明学员个人特征对品牌信任的影响程度较低,教育培训品牌特征和品牌互动特征对品牌信任的影响程度较高。在教育培训品牌特征中,履约能力的影响程度最高；在品牌互动特征中,课程体验的影响程度最高。
[Abstract]:Service is more of a characteristic of trust or experience. Service brand is very important to service enterprise. The service brand studied in this paper is a fast developing and increasingly competitive education and training brand in China. Brand trust is one of the ways to cultivate customer loyalty and satisfaction. The research of trust theory comes from sociology, psychology, economics and marketing. It develops trust theory and transforms trust into customer trust to enterprises and brands. Because they are all faced with the enormous test of how to adapt to the development of the times and be in an invincible position in the market competition, it is undoubtedly the most direct and effective method to receive education and training. The purpose of this paper is to take the educational training service as the background. What factors influence college students' trust in education and training brand. First of all, the paper summarizes and arranges the relevant literature, and then analyzes the concept of college students' trust in education and training brand, according to the characteristics of service brand and education training brand. The antecedents of brand trust are summarized into three aspects: personal characteristics of students, education and training of brand characteristics and brand interaction characteristics, and these three facets are divided into consumer learning motivation, personal trust tendency, brand reputation, enterprise scale. There are nine variables, such as teacher strength, hardware facilities, performance ability, curriculum experience and default remedy. Secondly, the empirical research on the above nine variables is carried out through questionnaire survey. The questionnaire used in the empirical study is based on the results of previous studies and customer interviews. The reliability and validity of the questionnaire are tested by factor analysis and calculation of Cronbach's 伪 coefficient. On this basis, the questionnaire is revised and adjusted. Finally, correlation analysis and regression analysis are carried out. The results show that the influence of individual characteristics on brand trust is low. Education and training brand characteristics and brand interaction characteristics have a higher impact on brand trust. In education and training brand characteristics, performance ability has the highest impact; in brand interaction, curriculum experience has the highest impact.
【学位授予单位】：河北经贸大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F719;F224

【相似文献】