品牌依恋对消费者溢价支付意愿的影响研究

发布时间：2018-02-27 13:07

本文关键词： 品牌依恋品牌忠诚溢价支付意愿　出处：《天津理工大学》2016年硕士论文　论文类型：学位论文

【摘要】：近年来,随着国民经济的发展,消费者的可支配收入不断增加,消费者对知名品牌产品溢价支付意愿显著增强,迫使企业必须重视消费者的溢价支付意愿。如何提升消费者的溢价支付意愿,已经成为中外营销学者和企业长期关注的课题。影响溢价支付意愿的因素有很多,其中,品牌忠诚就是一个被国内外多数学者验证的溢价支付意愿的影响变量,同时许多学者发现品牌依恋不仅对品牌忠诚产生影响而且其对溢价支付意愿的影响也不容忽视。因而,本文以品牌忠诚为中介变量,分析品牌依恋对消费者溢价支付意愿的影响机理。本文基于品牌依恋、品牌忠诚和溢价支付意愿相关理论和国内外学者研究成果,提出研究假设,构建研究模型,通过实证研究检验了品牌依恋对消费者溢价支付意愿的影响,并根据研究结果为国产智能手机及其他相关自主品牌企业提供相应的营销建议。首先,本文对所研究的背景、目的、内容、意义、研究范围和研究方法以及研究技术路线和创新点进行详细说明。其次,对品牌依恋、品牌忠诚、溢价支付意愿的概念和测量维度进行界定,依据已有研究成果梳理并说明他们之间的关系,提出本文研究假设,构建本文研究模型,并阐述了各变量在本文中的概念内涵及测量问项设计。再次,通过问卷调查,获取研究数据,利用SPSS19.0进行描述性统计分析和量表信效度分析,并在此基础上,利用AMOS22.0进行验证性因子分析和路径模型配适度分析,依据分析结果对研究假设进行检验。最后,对实证研究的结果进行总结讨论,并根据所得结论提出相关营销建议,在本文最后阐述了本研究的不足之处和未来的研究方向。实证研究发现:品牌依恋对品牌忠诚、溢价支付意愿均有显著正向影响;品牌忠诚对溢价支付意愿有显著正向影响;品牌忠诚部分中介了品牌依恋对溢价支付意愿的影响作用,本研究的假设基本得到验证。另外,消费者个体基本特征在品牌依恋对品牌忠诚的影响中起到调节作用,但同一消费者个体特征的不同组别对其影响无显著差别;消费者个体基本特征在品牌忠诚对溢价支付意愿的影响中也起到调节作用,且同一消费者个体特征的不同组别对其的影响有显著差别。基于上述研究结论,本文为国产智能手机及其他相关自主品牌企业提出几点营销建议:满足市场需求,提高消费者品牌依恋;实施差异化战略,提高消费者品牌忠诚;深化品牌战略,提高消费者溢价支付意愿。本文在研究过程中,主要有以下两点创新:一是将品牌忠诚作为品牌依恋和溢价支付意愿的中介变量添加到本文的研究中,从研究变量方面进行了创新;二是本文构建了以品牌依恋为前因变量,以品牌忠诚为中介变量,以溢价支付意愿为结果变量的研究模型,从品牌依恋对溢价支付意愿的影响路径方面进行了创新。
[Abstract]:In recent years, with the development of the national economy, consumers' disposable income has been increasing, and consumers' willingness to pay premium to well-known brand products has increased significantly. How to improve consumers' willingness to pay premium has become a long-term concern of domestic and foreign marketing scholars and enterprises. There are many factors that affect the willingness of premium payment. Brand loyalty is the influence variable of premium payment intention verified by most scholars at home and abroad. At the same time, many scholars find that brand attachment not only has an impact on brand loyalty, but also its influence on premium payment will not be ignored. Taking brand loyalty as intermediary variable, this paper analyzes the influence mechanism of brand attachment on consumers' willingness to pay premium. Based on the theories of brand attachment, brand loyalty and premium willingness to pay, and the research results of domestic and foreign scholars, this paper puts forward the research hypothesis. This paper constructs a research model, tests the influence of brand attachment on consumers' willingness to pay premium through empirical research, and provides corresponding marketing suggestions for domestic smart phones and other related independent brand enterprises according to the results of the research. In this paper, the background, purpose, content, significance, research scope and research methods, as well as the research technical route and innovation points of the research are described in detail. Secondly, brand attachment, brand loyalty, The concept and measurement dimension of the willingness to pay premium are defined. According to the existing research results, the relationship between them is sorted out and explained. The research hypotheses of this paper are put forward, and the research model of this paper is constructed. Thirdly, through the questionnaire survey, we obtain the research data, use SPSS19.0 to carry out descriptive statistical analysis and reliability and validity analysis of the scale, and on this basis, Using AMOS22.0 to carry out confirmatory factor analysis and path model appropriate analysis, the research hypotheses are tested according to the analysis results. Finally, the results of the empirical research are summarized and discussed, and the relevant marketing suggestions are put forward according to the conclusions. At the end of this paper, the shortcomings of this study and the future research direction are described. The empirical research shows that brand attachment has a significant positive impact on brand loyalty, premium payment willingness has a significant positive impact, brand loyalty has a significant positive impact on premium payment willingness, and brand loyalty has a significant positive impact on premium payment willingness, while brand attachment has significant positive impact on brand loyalty. Brand loyalty partly mediates the influence of brand attachment on premium willingness to pay, and the hypothesis of this study is verified. In addition, the basic characteristics of consumers play a role in regulating the influence of brand attachment on brand loyalty. However, there is no significant difference between different groups of individual characteristics of the same consumer, and the basic characteristics of individual consumers also play a regulatory role in the influence of brand loyalty on the willingness to pay at a premium. Based on the above conclusions, this paper puts forward several marketing suggestions for domestic smartphone and other related independent brand enterprises: to meet the market demand. Improve consumer brand attachment; implement differentiation strategy to improve consumer brand loyalty; deepen brand strategy and increase consumer willingness to pay premium. There are two main innovations as follows: first, brand loyalty is added to this study as the intermediary variable of brand attachment and premium payment intention, and the research variables are innovated; second, this paper constructs brand attachment as a predependent variable. Taking brand loyalty as the intermediary variable and the willingness to pay premium as the result variable, the research model innovates from the influence of brand attachment on premium willingness to pay.
【学位授予单位】：天津理工大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F273.2;F713.55

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