自我概念、品牌个性对购买意愿的影响
发布时间：2019-07-09 14:00
【摘要】：品牌个性是心理学、经济学共同研究的一个热点领域,在品牌的建设和发展过程中发挥着关键性的作用。如今,中国社会和经济的转型,国家形象的提升以及地区综合竞争力的提高,急需要优秀的品牌,消费者也越来越渴望通过购买高品质的服装来满足自己个性表达的需要。通过对相关文献的研究发现品牌个性与消费者自我概念密切相关,消费者自我概念也直接影响她们对品牌服装的购买。 基于品牌建设的现状和人们对品牌服装的需求,本研究以大学生为被试,选择具有不同个性特点的服装品牌,探讨消费者自我概念、品牌个性与购买意愿的关系,寻找自我概念与品牌个性对购买意愿的影响规律。 本论文由三个研究构成： 第一个研究是服装品牌个性调查表的编制。通过不同的渠道搜集服装品牌个性的词语,然后让消费者和专家选择出最具有代表性的词语,并进行因子分析,效度检验,编制了一个由五个维度组成的服装品牌个性调查表。 第二个研究是服装品牌的选择,选择标准是个性鲜明,品牌之间既有共同性又相互区别,采用了前面部分服装品牌个性测量表对大学生比较熟悉的八个品牌进行施测,最终选择了两个服装品牌,即HM好真维斯,作为进一步研究的材料。 第三个研究是自我概念与品牌一致性对购买意愿影响的实验,是本研究的重点,首先将被试分为实验组和对照组,其中实验组被试事先接受品牌个性的解读,而对照组不接受,然后测查大学生的自我概念,两个品牌的个性特点,以及相对的购买意愿,最后计算出自我概念与品牌个性的一致性程度。 主要研究结果如下： (1)编制了由15个形容词组成,分成5个维度的服装品牌个性调查表,这个调查表是专门针对服装领域的,且具有代表性,信度系数是0.68,总方差解释率达61.67%以上,因此该问卷具有良好的信效度,可作为服装领域的调查工具。 (2)通过差异检验,真维斯品牌t=1.99,p0.05,HM品牌t=2.14,p0.05,因此自我概念与品牌个性一致性程度高低对购买意愿存在显著的影响作用。当大学生了解到品牌个性之后,会将自我概念中的个性特点与品牌表现出的个性特点相比较,两者一致性程度越强,则购买意愿越强。当大学生不了解品牌个性的情况下,更多的是随机因素,自我概念一致性与品牌个性之间的一致性程度低对购买意愿并无显著地影响。分维度下自我概念与品牌个性一致性对购买意愿的影响不同,HM品牌的迷人维度(高贵、知性的、可爱的)、真维斯品牌中阳光维度(乐观、友好的、努力进取的)和可靠性维度(稳重、简单、自信的),在这些维度下p0.05,自我概念与品牌个性一致性对购买意愿具有显著的差异。 (3)自我概念与品牌个性一致性对购买意愿的影响不存在性别的差异,p0.05,因此这种影响具有普遍性。 该研究成果一方面有助于推动企业更加注重品牌个性的建设,根据消费者自我概念的不同,构建最受消费者欢迎的品牌个性,使品牌更具有内涵,提升品牌服装的附加价值。另一方面,也提醒企业或组织应加大对消费者服装相关知识的教育,尤其是服装品牌个性特点的详细介绍,而不仅仅是宣传品牌的名称和产品。这样不仅有助于消费者区分和识记品牌,选择合适自己的服装,也促进了品牌服装的销售,有利于品牌的长远发展。
[Abstract]:Brand personality is a hot topic in psychology and economics, and plays a key role in the construction and development of the brand. Today, the transformation of Chinese society and economy, the promotion of the national image and the improvement of the comprehensive competitiveness of the region, and the need of excellent brand, the consumer is increasingly eager to meet the needs of its individual expression through the purchase of high-quality clothing. The study of the relevant literature has found that the brand personality is closely related to the consumer's self-concept, and the consumer self-concept also directly influences the purchase of the brand clothing. Based on the present situation of brand building and the demand of people on the brand clothing, this study takes the college students as the test, selects the clothing brand with different characteristics, and probes into the relationship between the consumer self-concept, the brand personality and the purchase intention. To find the effect of self-concept and brand personality on purchasing will The paper is composed of three research projects The first study is the personality adjustment of the clothing brand The preparation of the look-up table includes the following steps: collecting the words of the individuality of the clothing brand through different channels, then allowing the consumers and the experts to select the most representative words, carrying out factor analysis and validity checking, and preparing a clothing brand composed of five dimensions The second study is the choice of the clothing brand, the choice standard is the individuality, the brand is not only common but also different, the previous part of the clothing brand personality measurement table is used to test the eight brands familiar to the college students, and the final choice Two clothing brands, HM's good, as a feed. The third study is the experiment of the effect of self-concept and brand's consistency on purchasing will. It is the focus of this study. First, it is divided into experimental group and control group. reading, while the control group is not accepted, then the self-concept of the college students, the characteristics of the two brands and the relative purchase will, and finally the self-concept and the product are calculated The degree of consistency of brand personality The main research results are as follows: (1) A clothing brand personality questionnaire, which is composed of 15 adjectives, is divided into five dimensions. The questionnaire is specific to the field of clothing and is representative. The coefficient of reliability is 0.68. The total party The difference is up to 61.67%, so the questionnaire has good validity and validity. It can be used as a survey tool in the field of clothing. (2) The brand t = 1.99, p0.05, HM brand t = 2.14, p0.05, so the self-concept and the brand's personality have a high degree of consistency. The low-to-purchase will have a significant effect on the purchase will. When the college students understand the brand's personality, it will compare the characteristics of the self-concept with the characteristics of the brand, both of which The stronger the degree of consistency, the stronger the purchase will. When the college students do not know the brand personality, more is the consistency between the random factors, the self-concept consistency and the brand personality. The low level has no significant impact on the willingness to purchase. The impact of self-concept and brand personality in the sub-dimension on the will of the purchase is different, the charming dimension of the HM brand (noble, intellectual, lovely), the sun dimension (optimistic, friendly, hard-to-make) and the ability of the brand. Backside dimension (steady, simple, self-confident), in these dimensions, p0.05, self-concept and brand personality (3) There is no gender difference between self-concept and brand personality. The research result, on the one hand, can help the enterprise to pay more attention to the construction of the brand's personality, and according to the different consumers' self-concept, construct the most popular brand personality, The brand is more connotation, and the added value of the brand clothing is promoted. On the other hand, the enterprise or the organization should be reminded to increase the education of the knowledge related to the consumer's clothing, especially the characteristics of the clothing brand. Introduction, not just the name and product of the propaganda brand. This will not only help the consumer to distinguish and remember the brand, choose the appropriate clothing, also promote
【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：B842
本文编号：2512193
[Abstract]:Brand personality is a hot topic in psychology and economics, and plays a key role in the construction and development of the brand. Today, the transformation of Chinese society and economy, the promotion of the national image and the improvement of the comprehensive competitiveness of the region, and the need of excellent brand, the consumer is increasingly eager to meet the needs of its individual expression through the purchase of high-quality clothing. The study of the relevant literature has found that the brand personality is closely related to the consumer's self-concept, and the consumer self-concept also directly influences the purchase of the brand clothing. Based on the present situation of brand building and the demand of people on the brand clothing, this study takes the college students as the test, selects the clothing brand with different characteristics, and probes into the relationship between the consumer self-concept, the brand personality and the purchase intention. To find the effect of self-concept and brand personality on purchasing will The paper is composed of three research projects The first study is the personality adjustment of the clothing brand The preparation of the look-up table includes the following steps: collecting the words of the individuality of the clothing brand through different channels, then allowing the consumers and the experts to select the most representative words, carrying out factor analysis and validity checking, and preparing a clothing brand composed of five dimensions The second study is the choice of the clothing brand, the choice standard is the individuality, the brand is not only common but also different, the previous part of the clothing brand personality measurement table is used to test the eight brands familiar to the college students, and the final choice Two clothing brands, HM's good, as a feed. The third study is the experiment of the effect of self-concept and brand's consistency on purchasing will. It is the focus of this study. First, it is divided into experimental group and control group. reading, while the control group is not accepted, then the self-concept of the college students, the characteristics of the two brands and the relative purchase will, and finally the self-concept and the product are calculated The degree of consistency of brand personality The main research results are as follows: (1) A clothing brand personality questionnaire, which is composed of 15 adjectives, is divided into five dimensions. The questionnaire is specific to the field of clothing and is representative. The coefficient of reliability is 0.68. The total party The difference is up to 61.67%, so the questionnaire has good validity and validity. It can be used as a survey tool in the field of clothing. (2) The brand t = 1.99, p0.05, HM brand t = 2.14, p0.05, so the self-concept and the brand's personality have a high degree of consistency. The low-to-purchase will have a significant effect on the purchase will. When the college students understand the brand's personality, it will compare the characteristics of the self-concept with the characteristics of the brand, both of which The stronger the degree of consistency, the stronger the purchase will. When the college students do not know the brand personality, more is the consistency between the random factors, the self-concept consistency and the brand personality. The low level has no significant impact on the willingness to purchase. The impact of self-concept and brand personality in the sub-dimension on the will of the purchase is different, the charming dimension of the HM brand (noble, intellectual, lovely), the sun dimension (optimistic, friendly, hard-to-make) and the ability of the brand. Backside dimension (steady, simple, self-confident), in these dimensions, p0.05, self-concept and brand personality (3) There is no gender difference between self-concept and brand personality. The research result, on the one hand, can help the enterprise to pay more attention to the construction of the brand's personality, and according to the different consumers' self-concept, construct the most popular brand personality, The brand is more connotation, and the added value of the brand clothing is promoted. On the other hand, the enterprise or the organization should be reminded to increase the education of the knowledge related to the consumer's clothing, especially the characteristics of the clothing brand. Introduction, not just the name and product of the propaganda brand. This will not only help the consumer to distinguish and remember the brand, choose the appropriate clothing, also promote
【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：B842
【参考文献】
相关博士学位论文 前1条
1 李雪垠;着装意象审美生成研究[D];西南大学;2010年
，本文编号：2512193
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