智能手机用户体验、品牌依恋和品牌忠诚关系研究

发布时间：2019-03-06 10:10

【摘要】：当前,全球手机产业正在加快转型,移动互联网的商业模式和业务形态创新正在深刻影响竞争格局,手机的创新速度和应用多元化特征使其成为信息通信技术融合的重要载体、互联网业务的关键入口和重要的创新平台。我国手机产销量均居全球首位,市场份额不断提升,产业体系日趋完备。自主品牌手机企业快速成长,市场竞争力明显提升,多家企业产销量跻身全球前列。但品牌影响力不强、附加值不高等问题制约着我国手机企业的进一步发展,加快提升品牌形象和品牌价值正在成为行业的新追求。21世纪的中国,已经迈进了体验经济时代,顾客不仅仅是注重产品或服务质量,更关注附加于商品或服务上的体验,提升用户体验已成为企业市场竞争优势的主要来源。与此同时,在社会产品总体供大于求的情况下,企业如何能够维持和提高消费者对品牌的依恋和忠诚,成为非常迫切的问题。影响消费者品牌忠诚的心理因素有很多,依恋就是一个在近年来日益受到关注的影响品牌忠诚的重要心理变量。对于如何通过提高顾客对智能手机的用户体验,带动用户对品牌产生依恋,最终形成品牌忠诚,扩大智能手机的企业市场份额,从而整体提升企业的品牌价值,已成为国内智能手机企业研究的重要问题。本文主要通过对国内外学者关于用户体验、品牌依恋及品牌忠诚的研究情况进行较为系统的文献综述,针对现有研究的不足,运用SPSS17.0和AMOS17.0统计软件,通过描述性统计分析、信度分析、效度分析、相关分析以及结构方程模型检验等研究方法,主要探讨内容包括:第一,用户体验对品牌依恋的影响机理;第二,品牌依恋对品牌忠诚的影响机理;第三,品牌依恋在用户体验和品牌忠诚之间的中介作用。本文将用户体验、品牌依恋和品牌忠诚作为一个系统进行研究,一方面是希望能丰富品牌的研究领域,深化品牌理论的研究,构建用户体验对品牌依恋和品牌忠诚的研究框架;另一方面是希望能够有助于智能手机企业树立和维护品牌,明确用户体验对形成品牌依恋、提升服务品牌忠诚度的重要性,从而有针对性地制定营销策略,提升企业的品牌溢价能力和市场影响力。
[Abstract]:At present, the global mobile phone industry is speeding up the transformation, mobile Internet business model and business form innovation is profoundly affecting the competitive pattern, mobile phone innovation speed and application diversity characteristics make it become an important carrier of information and communication technology integration. Internet business key entry point and important innovation platform. China's mobile phone production and sales ranked first in the world, the market share continues to improve, the industrial system is becoming more and more complete. Self-branded mobile phone enterprises grow rapidly, market competitiveness is significantly improved, a number of enterprises production and sales into the forefront of the world. However, the problems of low brand influence and low added value restrict the further development of mobile phone enterprises in China, and accelerating the promotion of brand image and brand value is becoming a new pursuit of the industry. In the 21st century, China has entered the era of experience economy. Customers not only pay attention to the quality of products or services, but also pay attention to the experience attached to goods or services, and the promotion of user experience has become the main source of competitive advantage in the enterprise market. At the same time, how to maintain and enhance the attachment and loyalty of consumers to brands becomes a very urgent problem when the total supply of social products exceeds demand. There are many psychological factors affecting consumer brand loyalty. Attachment is an important psychological variable that has been paid more and more attention to in recent years. For how to improve the customer's experience of smartphone, drive the user to become attached to the brand, finally form brand loyalty, expand the market share of the smartphone enterprise, so as to enhance the brand value of the enterprise as a whole. It has become an important issue in the research of domestic smartphone enterprises. This article mainly through the domestic and foreign scholar about the user experience, the brand attachment and the brand loyalty research situation carries on the relatively systematic literature review, in view of the existing research deficiency, uses the SPSS17.0 and the AMOS17.0 statistics software, Through descriptive statistical analysis, reliability analysis, validity analysis, correlation analysis and structural equation model test, the main contents are as follows: first, the influence mechanism of user experience on brand attachment; Second, the influence mechanism of brand attachment on brand loyalty; third, the intermediary role of brand attachment between user experience and brand loyalty. This paper regards user experience, brand attachment and brand loyalty as a system, on the one hand, it hopes to enrich the research field of brand, deepen the research of brand theory, and construct the research frame of user experience to brand attachment and brand loyalty; On the other hand, it is hoped that it can help smartphone enterprises to establish and maintain brand, clarify the importance of user experience to form brand attachment and enhance service brand loyalty, so as to formulate targeted marketing strategies. Enhance the brand premium ability and market influence of enterprises.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.63;F273.2

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