USP感知对顾客购买意向影响研究

发布时间：2019-06-07 20:06

【摘要】：近年来，USP反复出现于各类营销和广告刊物上。USP理论相关的文章也频繁出现，不管是在营销还是广告实践领域，都引起了极大的反响。USP在我国市场上发展迅速，建立了相当耀眼的功绩，且方兴未艾。USP理论在营销领域提出之后，引起了国内外很多学者的研究兴趣。然而目前国内外学者有关USP理论介绍性文章和结合具体实例介绍USP的文章较多，但对USP理论本身进行研究的还很少，从实证的角度来研究USP理论的文章基本没有。发展USP可以为企业带来进步，可以帮助顾客并引导企业的管理,为企业带来大量的利润。因此，对USP相关问题的深入研究具有重要的理论意义与实践意义。本研究在对以往研究成果系统回顾与梳理的基础上从消费者角度研究USP，提出USP感知对品牌形象和顾客购买意向的影响，以及品牌形象对顾客购买意向影响的关系模型。其中USP感知分为安全保证、知识学习、差异识别以及情感亲近四个维度，品牌形象和购买意向作为单维度。本研究所设计问卷通过互联网和人员两种方式发放，回收问卷274份，通过筛选得到有效问卷242份。分析了数据的可靠性和有效性，并在此基础上对本研究所提假设进行了验证。实证结果显示：USP感知安全保证、知识学习、情感亲近维度对品牌形象具有显著的正向影响。而USP感知差异识别维度对品牌形象具有显著的负向影响。品牌形象对顾客购买意向具有显著的正向影响。品牌形象在USP感知对顾客购买意向的影响中扮演着重要的中介作用。USP感知安全保证维度既可以直接影响顾客购买意向，还可以通过品牌形象来影响顾客购买意向。而USP感知知识学习、差异识别、情感亲近维度虽然不能直接影响顾客购买意向，但可以通过影响品牌形象来影响顾客购买意向。最后根据研究结论，，提出了有针对性的营销管理建议。
[Abstract]:In recent years, USP has repeatedly appeared in all kinds of marketing and advertising publications. USP theory related articles also appear frequently, whether in the field of marketing or advertising practice, have caused great reverberation. USP has developed rapidly in the Chinese market. It has established quite dazzling achievements, and after Fang Xingwei USP theory was put forward in the field of marketing, it has aroused the research interest of many scholars at home and abroad. However, there are many articles about USP theory and USP introduced by scholars at home and abroad, but there are few studies on USP theory itself, and there are few articles on USP theory from the empirical point of view. The development of USP can bring progress to enterprises, help customers and guide the management of enterprises, and bring a lot of profits to enterprises. Therefore, the in-depth study of USP related issues has important theoretical and practical significance. Based on the systematic review and combing of the previous research results, this study studies the influence of USP perception on brand image and customer purchase intention from the perspective of consumers, as well as the relationship model between brand image and customer purchase intention. USP perception is divided into four dimensions: security assurance, knowledge learning, difference recognition and emotional closeness. Brand image and purchase intention are single dimensions. In this study, the questionnaire was distributed through the Internet and personnel, 274 questionnaires were collected, and 242 valid questionnaires were obtained by screening. The reliability and validity of the data are analyzed, and the assumptions put forward in this study are verified. The empirical results show that the dimensions of USP perceptual security assurance, knowledge learning and emotional closeness have a significant positive impact on brand image. The dimension of USP perceptual difference recognition has a significant negative impact on brand image. Brand image has a significant positive impact on customer purchase intention. Brand image plays an important intermediary role in the influence of USP perception on customer purchase intention. USP perceived security guarantee dimension can not only directly affect customer purchase intention, but also affect customer purchase intention through brand image. However, USP perceptual knowledge learning, difference recognition and emotional closeness can not directly affect customer purchase intention, but can affect customer purchase intention by affecting brand image. Finally, according to the conclusions of the study, put forward targeted marketing management recommendations.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F224

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