非理性因素对在线消费者品牌忠诚的影响研究

发布时间：2018-08-09 16:46

【摘要】：随着互联网及移动互联网技术与应用的不断革新,消费者购物的方式、品牌的商业模式,以及品牌与消费者的沟通方式都发生了巨大的改变。在线环境的便利性使得消费者可以轻松地进入到“虚拟商铺”,也可以轻松地离开,消费者对品牌的忠诚度变得更难以判断与控制。传统的广告营销除了成本高昂以外,也逐渐受到网民的排斥,越来越多的商家开始转换思维,利用社交网络平台,打造一个新的与网民互动的情感平台,把网民拢到潜在消费者群体当中,品牌营销从过去的“打扰时代”进入到“参与时代”。传统的经济学理论中,消费者被认为是完全理性的”经济人”,并且总是按照效用最大化原则做出最优选择,在此前提下,许多与消费者情感密切相关的品牌忠诚结论难以成立。实际上,在品牌忠诚形成过程中,由于个人情感因素、社会关系因素等各内外非理性因素的影响,消费者的品牌选择行为呈现大量非理性现象。在社会化网络时代,这种非理性因素影响下的消费现象十分普遍。但是这些非理性因素产生的影响并非一定是负面的,商家可以利用消费者的非理性思考,使之在听说向试用、满意向忠诚过渡中发挥正向重要,同时规避非理性因素形成的不利经验对营销活动的消极作用。在线品牌包括了传统品牌的在线渠道迁移以及原本就是依靠网络平台发展起来的品牌,本研究选择前者为主要研究对象,从心理层面研究传统商品或商铺迁移到在线环境下进行营销的方法与效果。为探究非理性因素对这种在线品牌忠诚的影响,首先,从信息论的角度厘清在线品牌与消费者之间的信息交流过程,结合案例分析及文献综述,从心理学的角度,找到期间起重要作用的非理性影响因素；然后,利用社会心理学的相关原理对上述总结因素进行心理层面的解释,构建出非理性因素影响下在线品牌忠诚形成的三阶段模型；最后,运用马尔可夫转移矩阵作为主要规则对上述动态演变模型进行模拟与仿真,在仿真实验中重复运行,调整各影响因素的概率,多次观察,总结其各因素与忠诚形成之间的关系规律。经分析研究,消费者与品牌之间的关系成长存在品牌信息的查找、接触与识别、加工、回忆、使用以及交流的循环过程,成长阶段包括在线品牌印象、在线品牌满意、在线品牌忠诚三个阶段,相比于价格、质量、功能等经济影响因素,期间起更重要作用的非理性影响因素可分为引起集体非理性的社会因素,对此因素将从社会心理学的角度来分析；其中社会因素包括品牌广告信息及口碑传播,将影响消费者的品牌情感体验程度,从而影响对品牌信息的再接收能力,若商家加以引导与沟通,可良性调节消费者与品牌之间的关系成长过程。所有的直接或间接影响因素可利用仿真系统的概率模型进行模拟,寻找涌现规律,提出多条切实可行的营销策略建议。综上所述,随着社交网络的发展,网络营销环境的社会性越来越突显,品牌口碑信息及营销情境以人类社会特有的价值感知错觉干扰着传统的理性消费决策,形成集体非理性消费,若能细心经营品牌营销环境,利用这些口碑信息或品牌营造的情境环境可以弥补互联网在信任体系建设及消费体验上的缺陷。同时注重观察与总结,获取消费者的品牌忠诚规律和特征,对互联网产品设计、资源配置和营销策划等都具有积极的现实意义。
[Abstract]:With the continuous innovation of Internet and mobile Internet technology and applications, the mode of consumer shopping, the brand business model, and the way of communication between brands and consumers have changed greatly. The convenience of the online environment makes it easy for consumers to enter the "virtual shop", and can easily leave the consumer. Brand loyalty has become more difficult to judge and control. In addition to high cost, traditional advertising marketing is also gradually rejected by netizens. More and more businesses have begun to transform their thinking and make use of social network platform to create a new emotional platform to interact with Internet users. The past "disturbed era" entered the era of participation.
In the traditional economic theory, consumers are considered to be completely rational "economic people", and always make the best choice according to the principle of utility maximization. Under this premise, many brand loyalty conclusions closely related to consumers' emotion are difficult to establish. In fact, in the process of brand loyalty, the social relation is due to individual emotional factors. With the influence of irrational factors, such as factors, such as factors, consumers' brand selection behavior presents a large number of irrational phenomena. In the social network era, the consumption phenomenon is very common under the influence of irrational factors. However, the effects of these irrational factors are not necessarily negative, and the merchants can use the irrational thinking of consumers. To make it play a positive role in listening and speaking to trial and satisfaction to the transition of loyalty, while avoiding the negative effect of adverse experiences formed by irrational factors on marketing activities.
The online brand includes the online channel migration of the traditional brand and the brand which was originally developed by the network platform. This study chooses the former as the main research object, and studies the methods and effects of the marketing of traditional goods or shops in the online environment from the psychological level. The influence of loyalty, first, clarifies the process of information exchange between online brands and consumers from the perspective of information theory, and combines case analysis and literature review to find out the irrational factors that play an important role during the period of psychology; then, the psychological aspects of the above factors are carried out by the principles of social psychology. The three stage model of online brand loyalty is constructed under the influence of irrational factors. Finally, the Markov transfer matrix is used as the main rule to simulate and simulate the above dynamic evolution model. The model is repeated in the simulation experiment, the probability of various influence factors is adjusted, and the factors and loyalty are summarized. The law of relations between them.
After analysis, the relationship between consumer and brand has three stages, such as brand information search, contact and recognition, processing, memory, use and communication. The growth stage includes online brand impression, online brand satisfaction, and online brand loyalty, compared with the economic factors such as price, quality, function and so on. The non rational factors of the important role can be divided into social factors that cause collective irrational, which will be analyzed from the perspective of social psychology; the social factors include brand advertising information and word of mouth communication, which will affect the consumer's brand emotional experience, so as to reflect the re acceptance of brand information, if the business is added. With guidance and communication, the relationship between the consumer and the brand can be well regulated. All the direct or indirect factors can be simulated by the probability model of the simulation system to find out the emergence rules and put forward a number of practical marketing strategies.
To sum up, with the development of social network, the sociality of the network marketing environment is becoming more and more prominent. The brand word of mouth information and marketing situation interferes with the traditional rational consumption decision with the unique sense of value perception of human society, and forms collective irrational consumption. If we can manage brand marketing environment carefully, use these word of mouth information or brand. The situation environment can make up the defects of the Internet in the construction of the trust system and the consumption experience. At the same time, we pay attention to the observation and summary, obtain the consumer's brand loyalty rules and characteristics, and have positive meaning to the design of Internet products, the allocation of resources and marketing planning.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F713.55;F713.36

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