本文關(guān)鍵詞：品牌關(guān)系斷裂歸因?qū)ζ放脐P(guān)系再續(xù)意愿的影響研究　出處：《山西財經(jīng)大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

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【摘要】：近年來,品牌犯錯事件頻繁曝光,許多企業(yè)由于產(chǎn)品服務(wù)質(zhì)量、內(nèi)部管理等出現(xiàn)問題使消費者對品牌失去信心,暫停甚至終止與該品牌的關(guān)系,這給企業(yè)和品牌帶來極大的傷害。研究表明,品牌關(guān)系會經(jīng)歷“建立—斷裂—再續(xù)”循環(huán)往復(fù)的動態(tài)過程,當(dāng)品牌犯錯事件發(fā)生后,品牌關(guān)系斷裂歸因不同,消費者與品牌關(guān)系再續(xù)意愿也不同。基于此,本文從品牌關(guān)系斷裂歸因入手,研究其對品牌關(guān)系再續(xù)意愿的影響。由于消費者類型和品牌來源地也會影響消費者對品牌的態(tài)度。因此,本文引入消費者民族中心主義和品牌來源地兩個變量,研究它們對品牌關(guān)系斷裂歸因和品牌關(guān)系再續(xù)意愿的調(diào)節(jié)作用。本文首先通過文獻分析法整理了品牌關(guān)系斷裂歸因、品牌關(guān)系再續(xù)意愿和消費者民族中心主義等方面的研究成果,確定了本文的研究框架:從品牌犯錯事件入手,研究品牌關(guān)系斷裂歸因如何影響品牌關(guān)系再續(xù)意愿,同時研究了消費者民族中心主義和品牌來源地的調(diào)節(jié)作用。其次以國內(nèi)外快餐品牌為例,通過問卷調(diào)查法收集相關(guān)數(shù)據(jù)。最后運用SPSS21.0進行描述性統(tǒng)計分析、信度檢驗、效度檢驗、相關(guān)分析和回歸分析,對調(diào)研數(shù)據(jù)進行處理并對假設(shè)進行驗證,從而得出本文的結(jié)論。研究結(jié)果發(fā)現(xiàn),品牌關(guān)系斷裂歸因的發(fā)生源會正向影響品牌關(guān)系再續(xù)意愿,當(dāng)發(fā)生源從內(nèi)部歸因到外部歸因,品牌關(guān)系再續(xù)意愿會提高;穩(wěn)定性和可控性負向影響品牌關(guān)系再續(xù)意愿,穩(wěn)定性越高,品牌關(guān)系再續(xù)意愿越低;可控性越高,品牌關(guān)系再續(xù)意愿越低。消費者民族中心主義和品牌來源地起到部分調(diào)節(jié)的作用,只在品牌關(guān)系斷裂歸因的穩(wěn)定性和可控性兩個維度有顯著的調(diào)節(jié)作用。最后,針對本文研究結(jié)論對企業(yè)提出要積極引導(dǎo)消費者對品牌關(guān)系斷裂的歸因、加強品牌建設(shè)等建議,同時也提出本文的研究不足與展望。
[Abstract]:In recent years, the frequent exposure of brand mistakes, many enterprises due to product quality, internal management and other problems caused consumers to lose confidence in the brand, suspended or even terminated the relationship with the brand. This brings great harm to the enterprise and brand. The research shows that brand relationship will go through the dynamic process of "build-break-continue" cycle, when the brand makes a mistake, the attribution of brand relationship rupture will be different. Based on this, this paper starts with the attribution of brand relationship rupture. Because the consumer type and the origin of the brand will also affect the consumer's attitude towards the brand, this paper introduces two variables: consumer ethnocentrism and brand origin. This paper studies their role in regulating brand relationship rupture attribution and brand relationship renewal intention. Firstly, this paper collates brand relationship rupture attribution through literature analysis. Brand relationship renewal willingness and consumer ethnocentrism and other aspects of research results, determined the framework of this study: starting from the brand error events. This paper studies how the attribution of brand relationship break affects the willingness of brand relationship renewal, and studies the adjustment of consumer ethnocentrism and brand origin. Secondly, it takes domestic and foreign fast food brands as an example. Finally, SPSS21.0 was used for descriptive statistical analysis, reliability test, validity test, correlation analysis and regression analysis. The research results show that the origin of the attribution of brand relationship rupture will positively affect the willingness of brand relationship to continue. When the source of occurrence is from internal attribution to external attribution, the willingness of brand relationship to continue will be improved. Stability and controllability negatively affect the willingness to continue the brand relationship, the higher the stability, the lower the willingness to continue the brand relationship; The higher the controllability, the lower the willingness to continue the brand relationship. Consumer ethnocentrism and brand origin play a part of the role of adjustment. Only in the two dimensions of stability and controllability of brand relationship attribution has significant regulatory role. Finally, in view of the conclusion of this study, enterprises should actively guide the attribution of brand relationship breakage. Strengthen brand construction and other suggestions, but also put forward the lack of research and prospects of this paper.
【學(xué)位授予單位】：山西財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F273.2

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本文編號：1435981