大学生品牌依恋的结构及相关研究

发布时间：2018-05-31 04:51

本文选题：自我概念 + 品牌个性　；参考：《南京师范大学》2015年硕士论文

【摘要】：品牌依恋是从心理学中的依恋理论引进到营销学领域而形成的,属于前沿课题。它不仅对我们创建本土品牌关系提供了理论依据和实践价值,还能帮助预测消费者的高层次消费行为。但是相较于国外而言,国内的实证研究较少,本土化的测量工具更是缺乏。所以本研究以697名大学生为被试,采用问卷调查的方式探讨当代大学生品牌依恋的现状以及相关研究。本文主要包括5个部分：(1)修订大学生品牌依恋问卷,探讨它的结构维度;(2)不同人口学变量的大学生品牌依恋差异研究；(3)前因变量对品牌依恋的影响研究；(4)大学生品牌依恋对品牌忠诚的影响研究；(5)大学生品牌依恋与品牌忠诚间的中介效应研究。本研究的主要结论如下：(1)通过分析证明,大学生品牌依恋包含四个维度,分别是情感联系维度、信赖保障维度、品牌自我联结维度和行为管理维度。并检验发现本研究修订的大学生品牌依恋问卷具有较好的信度和效度,可以作为测量大学生品牌依恋的重要工具。(2)大学生品牌依恋、品牌敏感和品牌忠诚在性别、专业、年级、学生来源、月均消费等人口学变量上存在显著差异。(3)大学生自我概念、品牌个性分别与品牌依恋显著正相关,并且大学生自我概念和品牌个性对品牌依恋有显著预测作用。(4)大学生品牌依恋、品牌敏感分别与品牌忠诚显著正相关,尤其是大学生品牌依恋对品牌忠诚有显著预测作用。(5)大学生品牌敏感在品牌依恋对品牌忠诚的影响中起中介作用。
[Abstract]:Brand attachment is formed from the theory of attachment in psychology to the field of marketing. It not only provides the theoretical basis and practical value for us to establish the local brand relationship, but also can help us to predict the high level consumer behavior. However, compared with foreign countries, domestic empirical research is less, and local measurement tools are even less. So the present situation of brand attachment of contemporary college students and the related research are discussed by questionnaire survey with 697 college students as subjects. This paper mainly includes five parts: 1) revising the questionnaire of brand attachment of college students. A study on the influence of Pre-dependent variables on Brand attachment; (4) the influence of Brand attachment on Brand loyalty among College students; (5) Brand attachment and Brand attachment of College students A study on the Intermediate effect between Brand loyalty. The main conclusions of this study are as follows: (1) through analysis, it is proved that brand attachment of college students includes four dimensions: emotional connection dimension, trust guarantee dimension, brand self-connection dimension and behavior management dimension. It is found that the revised questionnaire has good reliability and validity, and can be used as an important tool to measure college students' brand attachment, brand sensitivity and brand loyalty in gender, specialty, grade. There were significant differences in demographic variables, such as student origin, monthly consumption, etc. (3) Self-concept, brand personality and brand attachment were positively correlated, respectively. Moreover, college students' self-concept and brand personality have significant predictive effect on brand attachment. (4) Brand sensitivity is significantly positively correlated with brand loyalty. In particular, brand attachment plays a significant predictive role in brand loyalty.) Brand sensitivity plays an intermediary role in the influence of brand attachment on brand loyalty.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：B842

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