文化产品品牌属性对消费者购买意愿的影响研究

发布时间：2019-06-02 13:20

【摘要】：我国文化产业起步比较晚以及存在市场壁垒等原因，导致我国的文化企业规模普遍比较小、实力比较弱等问题十分突出，缺乏有实力的企业和知名品牌。与此同时，消费者的品牌意识不断增强，顾客已不再是简单的购买者和消费者。消费者在企业的发展过程中发挥越来越重要的作用。自从将顾客关系理论与品牌理论相结合形成品牌关系理论以来，品牌关系理论成为最新的品牌研究领域。当前品牌关系理论的研究主要集中在品牌关系的性质、形成、状态和作用四个方面。然而，“顾客—品牌关系是基于什么而形成的？”，又是“如何影响消费者的行为？”对这些问题的研究仍然比较缺乏。如何深入的了解顾客—品牌之间的关系，，并且在此基础上提升文化企业的品牌竞争力，帮助企业获得长久的持续发展，是需要深入研究的一个问题。本次研究首先运用规范性研究方法，通过回顾以往的研究成果，以品牌理论和消费者感知理论为基础，提出了一个完整的品牌属性—品牌感知—顾客行为模型：以品牌感知作为品牌属性和消费者行为的重要中介研究品牌属性对消费者行为的影响。尝试通过对消费者品牌感知的来源和作用机制的研究，更好的理解消费者的行为。然后通过问卷调查收集相关数据，对研究假设进行实证检验。最后，根据数据处理的结果，有针对的提出相应的对策建议。
[Abstract]:Due to the late start of China's cultural industry and the existence of market barriers, the cultural enterprises in China are generally relatively small in scale and weak in strength, and lack of powerful enterprises and well-known brands. At the same time, consumers' brand awareness is increasing, customers are no longer simple buyers and consumers. Consumers play a more and more important role in the development of enterprises. Since the combination of customer relationship theory and brand theory to form brand relationship theory, brand relationship theory has become the latest brand research field. At present, the research of brand relationship theory mainly focuses on the nature, formation, state and function of brand relationship. However, "what is the customer-brand relationship based on?" and "how do you affect consumer behavior?" There is still a lack of research on these issues. How to deeply understand the relationship between customers and brands, and on this basis to enhance the brand competitiveness of cultural enterprises, to help enterprises achieve long-term sustainable development, is a problem that needs to be deeply studied. First of all, this study uses normative research methods, through reviewing the previous research results, based on brand theory and consumer perception theory. In this paper, a complete brand attribute-brand perception-customer behavior model is proposed: brand perception is used as an important intermediary between brand attribute and consumer behavior to study the influence of brand attribute on consumer behavior. Try to better understand the behavior of consumers through the study of the source and mechanism of consumer brand perception. Then through the questionnaire survey to collect the relevant data, to carry on the empirical test to the research hypothesis. Finally, according to the results of data processing, some corresponding countermeasures and suggestions are put forward.
【学位授予单位】：安徽工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G124;F713.55

【相似文献】