企业创新行为对品牌态度及购买意向的影响研究

发布时间：2018-03-16 18:12

  本文选题：品牌形象　切入点：消费者品牌态度　出处：《华南理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着我国智能手机市场规模的不断扩大，消费者对智能手机需求日益增加对智能手机的功能多变，国内外各大智能手机生产企业消费者争夺战日趋激烈。要想占有市场得首先需要占有消费者的心，事实表明，驱动消费者消费的主要动机在于品牌形象，品牌形象公认是企业发展的前提，企业要树立良好的品牌形象，应该从多方面努力，企业创新行为是影响企业品牌形象的至关重要因素之一，要使企业具有足够的竞争优势就必须树立良好的品牌形象，所以，企业的创新行为无疑成为了企业不断壮大的不竭动力。 笔者整合国内外学者关于企业创新行为、品牌形象、品牌态度、购买意向等相关的文献,从企业创新行为、品牌形象、品牌态度、购买意向这几个方面确定了研究框架，对于品牌形象的细化研究借鉴和优化了贝尔品牌形象测量模型，探索性地提出本文的研究假设。采用其研究方法制定了本研究对象——智能手机的特性的研究变量指标，通过预调研等方式进一步调整和完善调查问卷。通过市场调研收集数据，运用SPSS18.0和AMOS17.0数据分析软件对其进行实证分析，运用描述性统计方法分析样本的统计特征，，通过信度检验和验证性因子分析保证数据良好的信度和效度，最后采用结构方程模型方法分析企业创新行为、品牌形象、品牌态度和购买意向四者间的作用机制。研究结论表明：创新能力对象征性品牌形象、经验性品牌形象、功能性品牌形象均有显著地正相关；象征性品牌形象、经验性品牌形象与风险取向有显著的正相关，而功能性品牌形象与风险取向没有显著正相关；象征性品牌形象、经验性品牌形象、功能性品牌形象三者对于消费者购买意向均有显著的正向影响。通过结构方程验证了假设的成立与否，为智能手机企业制定营销策略提供了依据，为学术界继续完善本文研究的不足提供了基础支撑，同时也提出了未来的研究方向供众多学者探讨。
[Abstract]:With the expansion of smart phone market in China, consumers' demand for smart phone is increasing and the function of smart phone is changeable. The battle between domestic and foreign smartphone manufacturers is becoming more and more fierce. To occupy the market, we need to have a consumer's heart first. Facts show that the main motivation for consumer consumption lies in brand image. Brand image is recognized as the premise of enterprise development. To establish a good brand image, enterprises should make efforts from many aspects. Enterprise innovation behavior is one of the most important factors affecting enterprise brand image. In order to make the enterprise have enough competitive advantage, it is necessary to set up a good brand image. Therefore, the innovation behavior of the enterprise has undoubtedly become the inexhaustible motive force for the enterprise to grow continuously. The author integrates the literature of domestic and foreign scholars on enterprise innovation behavior, brand image, brand attitude, purchase intention and so on, and determines the research framework from the aspects of enterprise innovation behavior, brand image, brand attitude, purchase intention and so on. For the research of brand image refinement, this paper draws lessons from and optimizes Bell's brand image measurement model, and puts forward the research hypotheses of this paper. Using its research method, it formulates the research variable index of the characteristics of smart phone, the object of this study. Through pre-investigation and other ways to further adjust and improve the questionnaire. Through market research to collect data, using SPSS18.0 and AMOS17.0 data analysis software for empirical analysis, using descriptive statistical method to analyze the statistical characteristics of the sample. Reliability test and confirmatory factor analysis are used to ensure the reliability and validity of the data. Finally, the structural equation model is used to analyze the innovation behavior and brand image of enterprises. Conclusion: innovation ability has significant positive correlation with symbolic brand image, empirical brand image, functional brand image, symbolic brand image, and symbolic brand image. Empirical brand image has significant positive correlation with risk orientation, while functional brand image has no significant positive correlation with risk orientation. The functional brand image has a significant positive impact on the consumer purchase intention. The hypothesis is verified by structural equation, which provides a basis for the smartphone enterprise to formulate marketing strategy. It provides the basic support for the academic circles to improve the deficiency of this research, and also puts forward the future research direction for many scholars to discuss.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F273.1;F273.2;F426.63

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