本文選題：技術(shù)標準聯(lián)盟 + 伙伴選擇��； 參考：《中南大學(xué)》2009年碩士論文

【摘要】： 技術(shù)標準聯(lián)盟成為企業(yè)參與技術(shù)標準競爭的主要形式。如何建立起技術(shù)標準聯(lián)盟,成功擴散聯(lián)盟持有的技術(shù),成為當(dāng)今的熱點課題。本文從技術(shù)標準聯(lián)盟伙伴選擇出發(fā),研究伙伴選擇的特點對聯(lián)盟的品牌聯(lián)合效應(yīng)的影響。 本文以現(xiàn)有的技術(shù)標準聯(lián)盟伙伴選擇指標為基礎(chǔ),構(gòu)建了聯(lián)盟伙伴選擇的四個維度——技術(shù)能力,市場能力,聲譽和相似性,建立了技術(shù)標準聯(lián)盟伙伴選擇對品牌聯(lián)合效應(yīng)影響的模型,將品牌信任作為聯(lián)盟的伙伴選擇和品牌聯(lián)合效應(yīng)的中介變量,即一方面聯(lián)盟的伙伴選擇對品牌聯(lián)合直接影響,另一方面通過品牌信任對品牌聯(lián)合效應(yīng)間接影響。而且,消費者涉入程度對聯(lián)盟伙伴選擇和品牌聯(lián)合效應(yīng)關(guān)系起到調(diào)節(jié)作用。在實證分析中,首先利用Cronbach's a系數(shù)、CITC、探索性因子分析、驗證性因子檢驗量表的信度、收斂效度和區(qū)分效度；其次利用結(jié)構(gòu)方程模型來檢驗研究模型的適配度,各變量的解釋能力,聯(lián)盟伙伴選擇的四個維度對品牌聯(lián)合效應(yīng)的影響系數(shù)及顯著程度,以及品牌信任的中介效應(yīng)；最后利用多元線性回歸分析探討了消費者涉入度對聯(lián)盟伙伴選擇的四個維度和品牌聯(lián)合效應(yīng)關(guān)系是否有調(diào)節(jié)作用。 實證研究結(jié)果顯示,聯(lián)盟伙伴的技術(shù)能力、市場能力、聲譽、相似性和品牌聯(lián)合效應(yīng)正相關(guān)；品牌信任的中介效應(yīng)顯著；消費者涉入度對技術(shù)能力和聲譽與品牌聯(lián)合效應(yīng)關(guān)系的調(diào)節(jié)作用顯著,對市場能力和相似性關(guān)系的調(diào)節(jié)作用不顯著。 本文的研究結(jié)果對技術(shù)標準聯(lián)盟的伙伴選擇提供一定的實踐指導(dǎo)：聯(lián)盟應(yīng)慎重選擇合作伙伴,當(dāng)消費者對于技術(shù)的涉入程度越高時,越應(yīng)當(dāng)注重伙伴的技術(shù)能力和聲譽,同時伙伴間業(yè)務(wù)的相似程度對品牌聯(lián)合的效應(yīng)也有很大的影響。
[Abstract]:The alliance of technical standards has become the main form in which enterprises participate in the competition of technical standards. How to set up the alliance of technical standards and the successful diffusion of the technology held by the alliance has become a hot topic. In this paper, the influence of the characteristics of partner selection on the alliance's brand alliance effect is studied from the point of view of partner selection of technical standards alliance. Based on the existing technical standard alliance partner selection index, this paper constructs four dimensions of alliance partner selection-technical capability, market capability, reputation and similarity. In this paper, the model of the influence of partner selection on brand alliance effect is established, and brand trust is regarded as the intermediary variable of alliance partner selection and brand alliance effect, that is, on the one hand, the partner selection of alliance has direct influence on brand alliance. On the other hand, the influence of brand trust on brand combination effect is indirect. Moreover, the degree of consumer involvement plays a role in regulating the relationship between alliance partner selection and brand alliance effect. In the empirical analysis, we first use Cronbachsa coefficient CITC, exploratory factor analysis, confirmatory factor test scale reliability, convergence validity and distinguishing validity, and then use structural equation model to test the suitability of the research model. The explanatory ability of each variable, the influence coefficient and significance of the four dimensions of alliance partner selection on the brand alliance effect, and the intermediary effect of brand trust; Finally, by using multiple linear regression analysis, the author discusses whether the involvement of consumers can regulate the four dimensions of alliance partner selection and the relationship of brand alliance effect. The empirical results show that the technical ability, market ability, reputation, similarity and brand alliance effect of alliance partners are positively correlated, and the intermediary effect of brand trust is significant. The influence of consumer involvement on the relationship between technical ability, reputation and brand combination is significant, but it is not significant on market ability and similarity. The research results of this paper provide some practical guidance for the partner selection of the Technical Standards Alliance: the Alliance should carefully select the partner, and the higher the involvement of the consumer in the technology, the more attention should be paid to the technical ability and reputation of the partner. At the same time, the degree of similarity of business between partners also has a great impact on the effect of brand association.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F224;F273.1;F273.2

【引證文獻】

相關(guān)碩士學(xué)位論文 前1條

1 潘磊;品牌聯(lián)合匹配性對聯(lián)合品牌評價影響的研究[D];浙江工業(yè)大學(xué);2012年

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本文編號：2063320