感知价值对模仿品牌购买意愿的影响研究

发布时间：2018-03-13 23:13

本文选题：模仿品牌　切入点：感知价值　出处：《郑州大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着市场经济的快速发展,企业间竞争程度逐渐加剧,新产品上市也面临着越来越大的困难,企业纷纷采用品牌模仿策略来应对挑战。品牌模仿策略不仅能降低企业新产品上市的风险,还有助于打开销路,拓宽市场。因此,模仿品牌逐渐出现在各种产品领域,而品牌模仿也成为市场的一种常态。在此背景下,从感知价值角度研究消费者模仿品牌购买意愿,不仅可以丰富感知价值及购买意愿理论,也具有一定的现实意义。该研究在国内外相关文献研究的基础上,以感知价值为切入点,以模仿品牌为研究对象,将感知质量、感知成本、感知风险作为感知价值前因,把感知价值划分为功能价值、情感价值、社会价值三个维度,将消费者知识引入并作为调节变量,构建感知价值对模仿品牌购买意愿影响的理论模型,并提出研究假设。该研究运用SPSS21.0对所收集的289份有效问卷进行数据统计与分析,并逐一对假设进行验证,结果表明:(1)感知质量对感知价值具有正影响,感知成本和感知风险对感知价值具有负影响;(2)感知质量对模仿品牌购买意愿具有正影响,感知成本和感知风险对模仿品牌购买意愿具有负影响;(3)感知价值及其各维度对模仿品牌购买意愿具有正影响;(4)消费者知识对感知价值及其各维度与模仿品购买意愿之间关系具有调节作用。基于上述结论,该研究提出了提高消费者感知价值及模仿品牌购买意愿的建议,为我国模仿品牌企业提供了理论指导。该研究拓宽了感知价值与购买意愿的研究领域,有助于模仿品牌企业制定符合自身发展的营销策略,树立顾客价值导向,注重产品创新,从而使企业从模仿到创新,进而走出模仿;同时,该研究也为领导品牌更好地制定品牌保护和防御策略,实施品牌监管,巩固扩大市场份额提供参考依据。
[Abstract]:With the rapid development of the market economy, the degree of competition among enterprises is becoming more and more serious, and the new products are facing more and more difficulties. Enterprises have adopted brand imitation strategy to meet the challenge. Brand imitation strategy can not only reduce the risk of new products, but also help to open up the market and broaden the market. In this context, the study of consumers' desire to imitate brand purchase from the perspective of perceived value can not only enrich the theory of perceived value and purchase intention, but also become the norm of the market. On the basis of the domestic and foreign literature research, this study takes perceived value as the breakthrough point, imitates the brand as the research object, takes the perception quality, the perception cost, the perceived risk as the perceptual value antecedent. The perceived value is divided into three dimensions: functional value, emotional value and social value, and the consumer knowledge is introduced as a regulating variable to construct the theoretical model of the influence of perceived value on the imitation brand purchase intention. The data of 289 valid questionnaires collected by SPSS21.0 were statistically analyzed and verified one by one. The results show that perceived quality has a positive effect on perceived value. Perceived cost and perceived risk have a negative impact on perceived value. Perceived cost and perceived risk have a negative impact on the purchase intention of imitated brand. (3) perceived value and its dimensions have a positive effect on the purchase intention of imitation brand. 4) consumers' knowledge has a positive impact on perceived value and its dimensions and purchase intention of imitation brand. The relationship between vows has a moderating effect. Based on the above conclusion, This study proposes some suggestions for improving consumer perceived value and imitating brand purchase intention, which provides theoretical guidance for Chinese imitating brand enterprises. This research broadens the research field of perceived value and purchase intention. It is helpful for imitating brand enterprises to formulate marketing strategies that conform to their own development, set up customer value orientation, pay attention to product innovation, so that enterprises can move from imitation to innovation, and then out of imitation; at the same time, The research also provides a reference for leading brands to better formulate brand protection and defense strategies, implement brand supervision, and consolidate and expand market share.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;F713.55

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