本文關(guān)鍵詞： 品牌認(rèn)知 品牌知覺 品牌意識 企業(yè)認(rèn)知 品牌個性 感知質(zhì)量 產(chǎn)品知識　出處：《北京郵電大學(xué)》2011年博士論文　論文類型：學(xué)位論文

【摘要】：在技術(shù)高度發(fā)展的今天,產(chǎn)品或服務(wù)變得非常復(fù)雜,對于普通消費者來說,很難獲取和理解客觀評價產(chǎn)品或服務(wù)質(zhì)量的全部技術(shù)指標(biāo),消費者在評估產(chǎn)品或服務(wù)的質(zhì)量時,往往采用一系列的線索主觀地評判產(chǎn)品或服務(wù)的質(zhì)量。品牌是消費者主觀判斷產(chǎn)品質(zhì)量時通常會選取的線索之一,越來越多的企業(yè)也開始意識到,最有價值的財產(chǎn)之一就是與各種產(chǎn)品和服務(wù)相聯(lián)系的品牌。 本研究采用理論分析與實證研究相結(jié)合的方法,探討消費者品牌認(rèn)知對感知質(zhì)量的影響關(guān)系。在文獻回顧的基礎(chǔ)上,綜述了品牌認(rèn)知、感知質(zhì)量的相關(guān)文獻,并梳理國內(nèi)外研究現(xiàn)狀,構(gòu)建品牌認(rèn)知影響感知質(zhì)量的概念模型,探討了不同消費者群體對品牌認(rèn)知與感知質(zhì)量關(guān)系的差異性,并針對概念模型中的二階因子對感知質(zhì)量的影響關(guān)系進行了分析。 本研究的創(chuàng)新點及主要結(jié)論如下： 1、使用定性研究方法獲取品牌認(rèn)知內(nèi)涵。筆者利用定性試驗方法自由聯(lián)想法、凱利方格技術(shù)和階梯訪問法收集消費者的品牌聯(lián)想內(nèi)容,并對收集到的結(jié)果進行整理和分析,得到消費者品牌認(rèn)知內(nèi)容的測量項目池。經(jīng)過初步的定性分析并結(jié)合相關(guān)文獻,將消費者的品牌認(rèn)知劃分為品牌意識、企業(yè)認(rèn)知、品牌個性、利益認(rèn)知、產(chǎn)品知識和主觀流行性6個方面。 2、構(gòu)建了品牌認(rèn)知不同構(gòu)面對感知質(zhì)量影響的概念模型,并將產(chǎn)品知識作為調(diào)節(jié)變量引入到品牌認(rèn)知對感知質(zhì)量的影響關(guān)系中,探討具備不同產(chǎn)品知識的消費者群體對品牌認(rèn)知與感知質(zhì)量關(guān)系的差異性。在消費者品牌認(rèn)知6個構(gòu)面中,有5個構(gòu)面對感知質(zhì)量影響顯著,其中主觀流行性對消費者感知質(zhì)量影響作用最大,其次是企業(yè)認(rèn)知,再次為品牌個性認(rèn)知和品牌意識,而心理利益認(rèn)知對感知質(zhì)量的影響不顯著。感知質(zhì)量對購買的意愿影響強顯著,進一步驗證了感知質(zhì)量是消費者購買意愿的重要影響因素。 通過AMOS多群組分析表明,發(fā)現(xiàn)產(chǎn)品知識對品牌認(rèn)知作用于感知質(zhì)量的效果有很強的調(diào)節(jié)作用。產(chǎn)品知識較少的消費者,品牌意識、企業(yè)認(rèn)知、利益認(rèn)知及主觀流行性認(rèn)知對感知質(zhì)量的影響作用明顯高于產(chǎn)品知識較多的消費者群體。同時研究也發(fā)現(xiàn),品牌個性對具備較多產(chǎn)品知識的消費群體來說,對感知質(zhì)量的影響作用是大于產(chǎn)品知識較少的群體。 3、筆者針對概念模型中的二階因子對感知質(zhì)量的影響關(guān)系進行了分析,通過實證研究揭示了有顯著影響的品牌認(rèn)知構(gòu)面的二階因子對感知質(zhì)量的影響作用程度及路徑。 (1)在消費者企業(yè)認(rèn)知中,企業(yè)社會責(zé)任認(rèn)知對中國消費者產(chǎn)品感知質(zhì)量影響最大,其次是員工形象,最后是企業(yè)能力。 (2)在中國文化環(huán)境下,品牌個性中的“雅”和“仁”對消費者感知質(zhì)量影響顯著,從而在品牌個性維度本土化研究基礎(chǔ)上,對中國品牌個性與消費者行為的相關(guān)理論進行了拓展。 4、筆者構(gòu)建品牌意識二階因子與品牌知覺四個構(gòu)面概念模型,列品牌認(rèn)知內(nèi)部結(jié)構(gòu)進行分析。通過實證研究探討基于關(guān)聯(lián)網(wǎng)絡(luò)記憶模型下,信息的不同獲取渠道和激活能量強度對記憶節(jié)點內(nèi)容的影響作用以及品牌記憶節(jié)點內(nèi)部的影響關(guān)系分析。(1)口頭傳播與廣告?zhèn)鞑ハ啾?對品牌知覺4個構(gòu)面的影響作用更強,消費者品牌回憶即品蜱第一提及率和品牌-產(chǎn)品類別的聯(lián)想對品牌知覺的4個構(gòu)面影響作用顯著,且對消費者品牌主觀流行性認(rèn)知影響作用最大。品牌關(guān)注度對品牌知覺4個構(gòu)面企業(yè)認(rèn)知、品牌個性認(rèn)知、利益認(rèn)知、主觀流行性認(rèn)知影響作用均沒有通過顯著性檢驗。(2)在品牌知覺內(nèi)部結(jié)構(gòu)影響關(guān)系分析中,驗證了西方學(xué)者關(guān)于企業(yè)認(rèn)知對品牌個性形成的影響作用。
[Abstract]:In the rapid development of technology today, products or services become very complicated, for ordinary consumers, it is difficult to obtain and understand the objective evaluation of the quality of the product or service of all the technical indicators, consumers in the quality evaluation of the product or service quality, often using a series of clues to the subjective evaluation of the product or service brand is one of the clues. Will usually select the consumer subjective judgment of product quality, more and more enterprises are beginning to realize that one of the most valuable property is associated with a variety of products and service brand.
This research adopts the method of combination of theoretical analysis and empirical research, to explore the relationship between consumer brand cognition effects on perceived quality. On the basis of literature review, summarizes the related literature brand awareness, perceived quality, and combs the research status at home and abroad, to build the brand cognitive conceptual model of influencing perceived quality, discusses the difference of the relationship between brand awareness and perceived quality of different consumer groups, and analyzed for the two order factor in the conceptual model impact on perceived quality.
The innovative points and main conclusions of this study are as follows:
1, the use of qualitative research methods to obtain the connotation of brand recognition. Using the methods of qualitative test method of free association, brand repertory grid technique and ladder access method to collect consumer association content, and to collect the results of the collation and analysis, get the consumer brand awareness content measurement project pool. After the qualitative analysis and combining with the preliminary the cognitive literature, brand awareness into the consumer for the brand awareness, corporate awareness, brand personality, interests, 6 aspects of product knowledge and subjective epidemic.
2, build a conceptual model of brand cognition of different aspects of the impact of perceived quality, and product knowledge as a moderating variable to the brand cognitive effects on perceived quality relationship, to explore the knowledge of different consumer products group differences on the relationship between brand awareness and perceived quality. In the consumer brand awareness in 6 dimensions. There are 5 dimensions of perceived quality influence, the effect of subjective epidemic perceived quality, followed by the enterprise again cognition, brand personality and brand awareness, but not significantly affect the psychological benefits cognition on perceived quality. Influence of perceived quality on purchase intention significantly, further validation of the perceived quality important factors affecting consumer purchase intention.
The AMOS multi group analysis showed that the effect of brand awareness and product knowledge discovery on the perceived quality of the regulatory role of strong product knowledge. Fewer consumers, brand awareness, corporate interests and subjective cognition, cognitive popular cognitive effects on perceived quality effect significantly higher than the more knowledge products consumer groups at the same time also. Found that the brand personality to have more knowledge of the product consumer groups, influence on the perceived quality of products is greater than the less knowledge group.
3, the author analyzes the relationship between the two order factors and the perceived quality in the conceptual model, and reveals the influence degree and path of the two order factor on perceived quality through the empirical research.
(1) in the consumer enterprise cognition, corporate social responsibility cognition has the greatest impact on the perceived quality of Chinese consumers, followed by the employee image, and finally the enterprise ability.
(2) under the Chinese cultural environment, "elegance" and "benevolence" in brand personality have a significant impact on consumers' perceived quality. Based on the localization research of brand personality dimension, the related theories of brand personality and consumer behavior in China are expanded.
4,絎旇，

本文編號：1495012