企业公开信息对消费者品牌信任的影响研究

发布时间：2018-05-04 23:20

本文选题：企业公开信息 + 品牌信息　；参考：《宁波大学》2012年硕士论文

【摘要】：消费者的品牌信任作为消费者在不确定性或风险性环境下对品牌的一种信赖感，是衡量消费者品牌关系质量的最关键方面，理论界和实践界也普遍认识到它在良好品牌关系中的重要地位。现代商业竞争的加剧和信息网络技术的发展也对企业与消费者关系产生了深刻的影响。由于当前消费者对品牌信息的关注已超出品牌本身，实际上已拓展到品牌所属的企业层面，我们把这些能够为消费者取得并会影响他们对品牌关系认知的各类信息统称为“企业公开信息”。根据相关文献的研究，企业公开信息可以分为产品表现信息、公司形象信息和品牌个性信息三个方面。此外，企业公开信息传播渠道和传播特征也是消费者品牌信任产生过程的重要因素。在实证研究过程中，本文首先综合前人研究成果构建了企业公开信息及其传播渠道、传播特征对消费者品牌信任的影响作用模型并提出了本研究的一系列假设；然后以计算机行业为例，通过设计调查问卷和以在校大学生为调研对象收集数据，为实证分析提供数据支持；最后利用信度分析、效度分析以及结构方程模型分析和方差分析对数据进行了分析，并提出本文的研究结果与讨论。以计算机行业为例的实证研究结果表明：（1）目前我国大学生群体对计算机产品的消费者品牌信任是一种对某一品牌有信心的感知态度，是对某个品牌的整体性感知，还不能清晰地分为几个维度，是一个一维性的概念。（2）影响消费者品牌关系的企业公开信息可以分为产品表现信息、公司形象信息和品牌个性信息。这三个方面的企业公开信息交互作用于消费者的品牌关系态度和认知。其中，产品表现信息是形成消费者品牌满意和品牌信任的最主要因素，同时也是消费者对公司形象信息和品牌个性信息产生积极评价的基础。良好的公司形象表现能促进消费者对品牌信任的积极评价，而良好的品牌个性表现却不能。（3）良好的口碑传播和广告传播并不能促进消费者对品牌信任的积极评价，相反，消费者对品牌信任的积极评价才能促进口碑传播的产生和对广告传播效果的积极评价。此外，良好的企业公开信息传播特征不仅促进消费者的品牌满意，也促进消费者的品牌信任。（4）消费者品牌满意可以分为信息满意、品质满意和总体满意三个方面，，产品表现信息和信息传播特征是其主要的形成因素。然而，由于品牌信任和品牌满意关系的复杂性以及消费者对品牌信任内涵理解的模糊性，消费者品牌满意与消费者品牌信任关系不大。（5）企业公开信息对消费者品牌信任的影响作用并没有因消费者个体的性别和教育年限特征差异而表现不同，然而消费者与品牌的接触状况的差异和计算机品牌的不同会使这个作用过程产生影响。
[Abstract]:The brand trust of consumers, as a sense of trust to the brand in uncertain or risky environment, is the most critical aspect to measure the quality of consumer brand relationship. Theorists and practitioners also generally recognize its important position in good brand relations. The intensification of modern business competition and the development of information network technology also have a profound impact on the relationship between enterprises and consumers. Since the current attention of consumers to brand information has gone beyond the brand itself, it has actually expanded to the enterprise level to which the brand belongs. We call these kinds of information that consumers can obtain and affect their perception of brand relationships as "corporate open information". According to the research of related literature, the enterprise public information can be divided into three aspects: product performance information, corporate image information and brand personality information. In addition, the enterprise open information dissemination channel and the dissemination characteristic are also the consumer brand trust production process important factor. In the process of empirical research, this paper firstly constructs the model of the influence of the communication characteristics on the consumer brand trust and puts forward a series of hypotheses. Then take the computer industry as an example, through designing the questionnaire and collecting the data for the college students, providing the data support for the empirical analysis; finally, using the reliability analysis, Validity analysis, structural equation model analysis and variance analysis are used to analyze the data, and the results and discussion of this paper are presented. The empirical results of computer industry show that: At present, the consumer brand trust of college students in our country is a kind of perception attitude that has confidence to a certain brand, it is the whole perception of a brand, it can not be clearly divided into several dimensions, it is a one-dimensional concept. 2) the open information of enterprises which affect the relationship between consumers' brands can be divided into product performance information, corporate image information and brand personality information. These three aspects of open information interaction affect consumer brand relationship attitude and cognition. Among them, product performance information is the most important factor to form consumer brand satisfaction and brand trust, and it is also the basis of positive evaluation of corporate image information and brand personality information. Good corporate image performance can promote consumers' positive evaluation of brand trust, but good brand personality performance can not. 3) good word-of-mouth communication and advertising communication can not promote consumers' positive evaluation of brand trust, on the contrary, consumers' positive evaluation of brand trust can promote the generation of word-of-mouth communication and the positive evaluation of the effect of advertising communication. In addition, the good enterprise open information dissemination characteristic not only promotes the consumer's brand satisfaction, but also promotes the consumer's brand trust. 4) Consumer brand satisfaction can be divided into three aspects: information satisfaction, quality satisfaction and overall satisfaction. However, due to the complexity of the relationship between brand trust and brand satisfaction and the ambiguity of consumers' understanding of brand trust, consumer brand satisfaction has little relationship with consumer brand trust. (5) the influence of enterprise open information on consumer brand trust does not vary according to the gender and educational age characteristics of individual consumers. However, differences in consumer-brand contact and computer brands have an impact on the process.
【学位授予单位】：宁波大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F273.2;F224

【参考文献】