本文關鍵詞：男性護膚品品牌聯(lián)想維度分析及其對消費者購買可能性的影響　出處：《清華大學》2009年碩士論文　論文類型：學位論文

  更多相關文章： 品牌聯(lián)想 男性護膚品 購買可能性 實證研究

【摘要】： 品牌聯(lián)想是品牌資產(chǎn)的重要組成部分,品牌聯(lián)想能夠為企業(yè)以及消費者創(chuàng)造許多價值,它有助于消費者處理和獲取信息,區(qū)分不同的品牌,形成購買的理由,對品牌產(chǎn)生積極的態(tài)度。中國的男性護膚品市場處在一個起步的階段,消費者正在逐漸形成對男性護膚品的品牌識別。在這種情況下,如何選擇、創(chuàng)造并維持品牌聯(lián)想是至關重要的。 本研究探討了適合中國專業(yè)男性護膚品市場的品牌聯(lián)想維度,在傳統(tǒng)的劃分下,提出了新的維度。本研究經(jīng)過前期與業(yè)內(nèi)人士的深度訪談,對部分消費者的開放性調(diào)查以及相關文獻的閱讀,構建了實證研究的研究假設,并且整理出了品牌聯(lián)想的量表關鍵詞。再通過兩次預調(diào)查,縮小了關鍵詞的范圍,從而圈定了適合中國男性護膚品的品牌聯(lián)想關鍵詞。在此基礎上,通過問卷調(diào)查的方式,經(jīng)過實地調(diào)研數(shù)據(jù)的數(shù)理統(tǒng)計分析,使用因子分析的方法對假設進行了驗證。之后進行了第二次研究,以一個真實存在于市場的品牌:歐萊雅為例,經(jīng)過多元線性回歸分析,探討了男性護膚品品牌聯(lián)想的各維度對消費者購買可能性的影響。 經(jīng)過本次研究,筆者挖掘出了由品牌個性、使用者形象、品牌信賴和產(chǎn)品的功能性聯(lián)想共四個層面所組成的男性護膚品的品牌聯(lián)想維度。同時分析比較了男性與女性、使用過男性護膚品與未曾使用過的消費者、購買過男性護膚品與未曾購買過的消費者對男性護膚品品牌聯(lián)想各維度的認識差異。而在研究品牌聯(lián)想維度對消費者購買可能性的影響中,筆者發(fā)現(xiàn):除了產(chǎn)品的實際價格對購買可能性的影響為負相關,在男性護膚品品牌聯(lián)想四個維度中,品牌個性、使用者形象和功能性聯(lián)想對消費者的購買可能性均為正相關,品牌信賴的影響不顯著。
[Abstract]:Brand association is an important part of brand equity. Brand association can create a lot of value for enterprises and consumers. It helps consumers process and obtain information, distinguish different brands and form reasons for buying. The male skin care market in China is in its infancy, and consumers are gradually forming brand recognition of male skin care products. In this case, how to choose. Creating and maintaining brand associations is crucial. This study discusses the brand association dimension suitable for Chinese professional male skin care market, and puts forward a new dimension under the traditional division. Based on the open survey of some consumers and the reading of related literature, the research hypotheses of empirical research are constructed, and the key words of brand association scale are sorted out. Then through two pre-surveys. Narrow down the scope of keywords, so as to delineate the suitable Chinese male skin care brand association keyword. On this basis, through the way of questionnaires, through the field research data mathematical statistical analysis. Factor analysis was used to verify the hypothesis. Then a second study was conducted, taking L'Oreal, as an example, through multiple linear regression analysis. The influence of different dimensions of male skin care brand association on the possibility of consumer purchase was discussed. After this study, the author excavated by the brand personality, user image. Brand trust and functional association of products are composed of four levels of male skin care brand association dimension. At the same time, we analyzed and compared male and female, used male skin care products and never used consumer. The understanding of male skin care brand association is different from that of the consumers who have not bought it. However, the influence of brand association dimension on consumers' purchase possibility is studied. The author found that: in addition to the actual price of products on the purchase possibility of negative correlation, in the male skin care brand association four dimensions, brand personality. The influence of user image and functional association on the possibility of consumer purchase is positive, but the influence of brand trust is not significant.
【學位授予單位】：清華大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F273.2

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