上海服装业消费者品牌忠诚影响因素研究

发布时间：2018-03-29 06:09

本文选题：服装业　切入点：品牌忠诚　出处：《上海交通大学》2008年硕士论文

【摘要】：服装作为日常消费品,具有广泛的顾客基础和巨大的消费量,而服装业也是竞争极为激烈的行业,因此对于企业来说,拥有和维持消费者对自己品牌的忠诚具有十分重要的意义。企业要培育消费者的品牌忠诚度,首先需要了解在该行业哪些因素会对消费者的品牌忠诚产生重要影响。本文通过实证研究的方法对这一问题进行了探讨。为了能准确而全面的找到影响服装业消费者品牌忠诚最为重要的因素,本文首先通过文献阅读,整理出尽可能多并且结论较为成熟的消费者品牌忠诚影响因素。然后针对服装行业的特点,笔者本着相互独立的原则对各影响因素进行筛选。之后通过访谈,邀请服装领域从业专家对剩余的影响因素进行再次筛选,最后保留十个因素进入实证研究。实证研究主要通过问卷调研的方式,对243位被测者进行了调查,然后主要运用SPSS统计软件对数据进行信度分析、因子分析、相关分析和逐步回归分析,从而对假设进行验证。经研究发现,在所有可能的影响因素中,企业形象、消费者对自我形象的态度、服务与支持系统、广告、相关群体的影响以及促销对服装业消费者品牌忠诚的影响作用最大。其中企业形象是最重要的影响因素。而促销在单一因素的作用下,影响效果不明显,但在多种因素共同作用下具有显著性影响。同时通过进一步研究发现,促销对消费者态度忠诚的负相关作用比行为忠诚更为显著。此外,通过研究发现产品品质、消费者规避风险的态度、多样性寻求心态以及转换成本这四个因素与消费者品牌忠诚没有显著的相关关系。但通过进一步数据分析得出产品品质与消费者品牌忠诚虽然没有直接的相关关系,但是也是非常重要的因素,无论是服装品牌忠诚者还是非忠诚者都认为服装的产品品质十分重要,因此在竞争激烈的服装行业,产品品质已经成为竞争的基础和前提,是最低保障。而其他三个因素由于服装行业的特殊性,影响作用不显著。为扩大研究的意义和应用,本文在实证分析的基础上,分析了上海国有服装企业在品牌建设上的主要问题,并通过借鉴国内外优秀纺织服装企业的成功经验,结合实证研究的结论,为上海纺织服装企业的品牌忠诚度的培育提供若干建议。在行文上,本文共安排六章内容。第一章为绪论,主要阐明本文的研究背景和研究意义,提出所要研究的问题,并对研究的逻辑框架和论文的章节安排进行说明。第二章为相关理论和文献的综述。首先分析了品牌忠诚的相关概念和内涵,然后重点综述和整理了前人研究过的影响消费者品牌忠诚度的主要因素,并且对消费者品牌忠诚测评的方法进行归纳,为下文的研究提供基础。第三章是本文研究假设的提出。在提出研究假设之前,先对第二章归纳的影响因素进行筛选,主要分为笔者自己筛选和服装行业专家进行筛选。在此基础上提出本文的研究假设和概念模型。第四章是本文的重点,主要是对研究假设进行实证研究。通过设计问卷,预调研,数据统计分析对假设进行验证。并试图对相关结论进行解释说明和进一步的分析,从而得出研究的结论。第五章是上海国有服装企业与优秀企业的对比分析。主要通过分析上海国有服装企业品牌建设的主要问题以及该领域优秀企业的成功的借鉴,结合实证研究的结论,提出相应的营销建议。第六章是文章的总结和展望。主要是对结论进行总结,提出了文章的主要创新点,找出研究的不足之处以及后续的研究方向。
[Abstract]:Clothing as a daily consumer goods, has a large customer base and huge consumption, while the garment industry is highly competitive in the industry, so for enterprises, and has has very important significance to maintain consumer loyalty to their brand. Enterprises should cultivate brand loyalty of consumers, we need to understand the idea of what the factors will have a significant impact on the consumer brand loyalty. Through the methods of empirical research on this problem was discussed.
In order to find an accurate and comprehensive effect of garment industry consumer brand loyalty is the most important factor, first through the literature reading, sorting out the possible influence and conclusion more mature consumer brand loyalty factors. Then according to the characteristics of the clothing industry, the author of the independent principle of each factor after screening. Interview, invited experts on the clothing industry influence factors of residual re screening, the last remaining ten factors into empirical research. Empirical research mainly through the questionnaire survey, conducted a survey of 243 subjects, and then using SPSS statistical software for data reliability analysis, factor analysis, correlation analysis and stepwise regression the analysis, thus to verify the hypothesis.
The study found that the corporate image in all possible factors, and consumer attitudes toward self image, service and support system, advertising effect, influence of related groups and promotion of brand loyalty to the clothing industry. The largest corporate image is the most important factor. And the promotion in a single factor under the influence of the effect is not obvious, but has significant effect in many factors. At the same time, through further study found that the negative correlation effect of promotion on consumers' attitude loyalty than behavioral loyalty is more significant. In addition, the quality of products found through research, consumer's attitude of risk aversion, diversity for the four factors and mentality switching costs and brand loyalty have no significant correlation. But through further data analysis of product quality and brand loyalty while not directly The correlation between the factors, but is also very important, whether it is clothing brand loyalty or non loyalty that clothing product quality is very important, so in the fierce competition in the apparel industry, product quality has become the basis and premise of competition, is the minimum security. While the other three factors due to the particularity of the apparel industry, the effect is not significant.
In order to expand the application of research, based on the empirical analysis, analyzes the main problems of Shanghai state-owned apparel companies in the brand construction, and with reference to the successful experience of the excellent textile clothing enterprises at home and abroad, based on the conclusions of empirical research, provides some suggestions for the cultivation of Shanghai textile clothing enterprise's brand loyalty.
In this paper, this paper consists of six chapters. The first chapter is the introduction, mainly explains the background and significance of the research, put forward the research problems, and Research on the logical framework and arrangement of the thesis are described. The second chapter is the relevant theory and literature review. First analyzes the concept of brand loyalty and connotation, and then focuses on collecting and main influencing factors of consumer brand loyalty of the previous research, and the method of consumer brand loyalty evaluation were summarized, to provide the basis for the following research. The third chapter is the research hypothesis. Before we put forward the research hypotheses, the second chapter concludes the factors effect of screening, mainly divided into the screening and clothing industry experts were selected. Based on the proposed research hypothesis and conceptual model. The fourth chapter is the focus of this paper, the main If the empirical research hypothesis of the study. Through the questionnaire, pre survey, data statistics and analysis to verify the hypothesis. And try to explain and further analysis of the relevant conclusions, thus draws the conclusion of the study. The fifth chapter is the comparative analysis of Shanghai state-owned apparel companies and outstanding enterprises. By analyzing main problems of brand building Shanghai state-owned apparel companies and outstanding enterprises in the field of successful experience, combined with the empirical research conclusion, put forward the corresponding marketing suggestions. The sixth chapter is a summary and outlook of this article. Mainly summarized the conclusion, put forward the main innovation points and deficiencies to identify research and the subsequent research direction.

【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F426.86

【引证文献】