大学生群体品牌忠诚影响因素的实证研究
发布时间：2019-02-16 03:34
【摘要】： 目前青年消费者正日益成为众多市场的主流消费群体。而作为拥有巨大消费潜力以及引领消费风尚的大学生群体而言,其品牌消费行为对于众多企业,尤其是以青年消费者为目标群体的企业无疑具有重要的影响。如今,一方面品牌林立,品牌竞争不断加剧；另一方面,随着市场经济的繁荣及生活水平的提高,大学生的购买能力不断提高,可供其选择的品牌也在不断增加。因此,针对企业如何维持大学生的品牌忠诚,并尽量争取更多的大学生成为其忠诚顾客的探索与研究既有理论意义又具有社会实践意义。 本文首先从品牌忠诚的内涵及衡量出发,分消费者和企业两个层面总结了影响品牌忠诚的因素,之后结合现有文献以及大学生群体的消费心理及消费行为特点,提出了简单的大学生群体品牌忠诚影响因素的综合模型。 然后,本研究通过访谈选择了大学生品牌认知度较高的产品类别,并结合已有文献设计了调研问卷,将情感忠诚和行为忠诚的概念融入问卷,通过独立样本T检验、多元回归等多种实证方法分别探讨了不同因素与品牌忠诚的相关关系。与此同时,通过中介效应分析的方法,本文进一步验证了顾客满意度和顾客价值两者对品牌忠诚的作用,使模型得到完善。 通过分析,本文得出结论：大学生性别、生源地、月均支出等均会影响其品牌忠诚,其品牌态度、多样性寻求程度、风险规避态度、感知转换成本也与其品牌忠诚显著相关,同时大学生的品牌忠诚也受企业的促销、广告、品牌形象的影响。最后,通过对实证结论的分析,结合目前企业的营销措施,本文提出了一些对企业具有重要实践意义的建议,也希望本文的研究成果能够对以后的研究者提供某些资料或参考。
[Abstract]:At present, young consumers are increasingly becoming the mainstream consumer groups in many markets. As a group of college students with great consumption potential and leading consumption fashion, their brand consumption behavior undoubtedly has an important impact on many enterprises, especially for the young consumers as the target group. Nowadays, with the prosperity of the market economy and the improvement of living standard, the purchasing ability of college students is improving, and the brands available for them to choose are also increasing. Therefore, the exploration and research on how to maintain the brand loyalty of college students and strive for more college students to become loyal customers has both theoretical and practical significance. This article first from the brand loyalty connotation and the measurement, summarizes the influence brand loyalty factor from the consumer and the enterprise two aspects, then unifies the existing literature as well as the university student group consumer psychology and the consumer behavior characteristic. This paper puts forward a simple comprehensive model of influencing factors of college students' brand loyalty. Then, through interviews, this study selected the higher brand recognition of college students product categories, and combined with the existing literature to design a questionnaire, the concept of emotional loyalty and behavioral loyalty into the questionnaire, through independent samples T test. Multiple regression and other empirical methods have explored the relationship between different factors and brand loyalty. At the same time, through the method of intermediary effect analysis, this paper further verifies the effect of customer satisfaction and customer value on brand loyalty, which makes the model perfect. Based on the analysis, this paper draws a conclusion that the gender of college students, the location of students, the average monthly expenditure will affect their brand loyalty, their brand attitude, diversity seeking degree, risk aversion attitude, perceived conversion cost are also significantly related to their brand loyalty. At the same time, the brand loyalty of college students is also affected by the promotion, advertising and brand image. Finally, through the analysis of the empirical conclusions, combined with the current enterprise marketing measures, this paper puts forward some important practical suggestions for enterprises, and hopes that the research results of this paper can provide some information or reference for future researchers.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F273.2
本文编号：2423998
[Abstract]:At present, young consumers are increasingly becoming the mainstream consumer groups in many markets. As a group of college students with great consumption potential and leading consumption fashion, their brand consumption behavior undoubtedly has an important impact on many enterprises, especially for the young consumers as the target group. Nowadays, with the prosperity of the market economy and the improvement of living standard, the purchasing ability of college students is improving, and the brands available for them to choose are also increasing. Therefore, the exploration and research on how to maintain the brand loyalty of college students and strive for more college students to become loyal customers has both theoretical and practical significance. This article first from the brand loyalty connotation and the measurement, summarizes the influence brand loyalty factor from the consumer and the enterprise two aspects, then unifies the existing literature as well as the university student group consumer psychology and the consumer behavior characteristic. This paper puts forward a simple comprehensive model of influencing factors of college students' brand loyalty. Then, through interviews, this study selected the higher brand recognition of college students product categories, and combined with the existing literature to design a questionnaire, the concept of emotional loyalty and behavioral loyalty into the questionnaire, through independent samples T test. Multiple regression and other empirical methods have explored the relationship between different factors and brand loyalty. At the same time, through the method of intermediary effect analysis, this paper further verifies the effect of customer satisfaction and customer value on brand loyalty, which makes the model perfect. Based on the analysis, this paper draws a conclusion that the gender of college students, the location of students, the average monthly expenditure will affect their brand loyalty, their brand attitude, diversity seeking degree, risk aversion attitude, perceived conversion cost are also significantly related to their brand loyalty. At the same time, the brand loyalty of college students is also affected by the promotion, advertising and brand image. Finally, through the analysis of the empirical conclusions, combined with the current enterprise marketing measures, this paper puts forward some important practical suggestions for enterprises, and hopes that the research results of this paper can provide some information or reference for future researchers.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F273.2
【引证文献】
相关期刊论文 前1条
1 侯莹莹;余国新;;乳制品消费者品牌忠诚度影响因素分析——以新疆乌鲁木齐市为例[J];中国乳业;2013年03期
相关硕士学位论文 前2条
1 李万军;消费体验与品牌忠诚关系的实证研究[D];苏州大学;2012年
2 韩婧姝;太原高校学生手机品牌忠诚度实证分析[D];山西财经大学;2012年
，本文编号：2423998
本文链接：https://www.wllwen.com/wenyilunwen/guanggaoshejilunwen/2423998.html
