【摘要】： 首先通過對品牌信任及其影響因素的相關(guān)理論、品牌選擇研究的文獻(xiàn)綜述,分析品牌信任及其影響因素與品牌選擇行為的關(guān)系,為研究假設(shè)的提出打好理論基礎(chǔ)。 繼而在文獻(xiàn)綜述的基礎(chǔ)上,建立起本研究的研究構(gòu)架,提出研究假設(shè)。同時(shí)設(shè)計(jì)調(diào)查問卷,調(diào)查對象為普通消費(fèi)者,小樣本得到135份有效問卷,大樣本得到350份有效問卷。 通過對數(shù)據(jù)進(jìn)行探索性因素分析、結(jié)構(gòu)方程分析等,構(gòu)建了品牌信任及其影響因素與品牌選擇的關(guān)系模型,證明了前文所提出的部分研究假設(shè),得出了如下結(jié)論: (1)在日常消費(fèi)品領(lǐng)域,品牌服務(wù)、產(chǎn)品質(zhì)量、顧客滿意等因素對品牌信任有顯著的正向影響,而品牌聲譽(yù)和品牌心理效應(yīng)不會對品牌信任產(chǎn)生顯著的影響。同時(shí),在顯著影響品牌信任的三個(gè)因素中,顧客最看重的是自己的消費(fèi)經(jīng)歷是否滿意,其次是產(chǎn)品質(zhì)量,最后是品牌服務(wù)。 (2)品牌信任對品牌選擇有顯著的正向影響。 (3)品牌服務(wù)不會直接對品牌選擇有顯著的正向影響,品牌服務(wù)通過品牌信任作用于品牌選擇,即品牌服務(wù)對品牌選擇的影響完全被品牌信任中介。產(chǎn)品質(zhì)量,顧客滿意對品牌選擇的影響被品牌信任部分中介。
[Abstract]:First of all, through the related theories of brand trust and its influencing factors, the literature review of brand selection research, the relationship between brand trust and its influencing factors and brand choice behavior is analyzed, so as to lay a good theoretical foundation for the research hypothesis. On the basis of literature review, the research framework of this study is established and the research hypotheses are put forward. At the same time, the questionnaire was designed. The sample was 135 valid questionnaires and the large sample 350 valid questionnaires. Based on the exploratory factor analysis and structural equation analysis of the data, the relationship model of brand trust and its influencing factors and brand selection is constructed, which proves some of the research hypotheses put forward in this paper. The conclusions are as follows: (1) in the field of daily consumer goods, brand service, product quality, customer satisfaction and other factors have a significant positive impact on brand trust. Brand reputation and brand psychological effects will not have a significant impact on brand trust. At the same time, of the three factors that significantly affect brand trust, the most important thing for customers is whether they are satisfied with their own consumption experience, followed by product quality. Finally, brand service. (2) Brand trust has a significant positive impact on brand selection. (3) Brand service will not have a significant positive impact on brand selection directly. Brand service acts on brand selection through brand trust, that is, the influence of brand service on brand selection is completely mediated by brand trust. The influence of product quality and customer satisfaction on brand selection is partly mediated by brand trust.
【學(xué)位授予單位】：江西師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：B841.7

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 于海龍;李秉龍;;中國城市居民嬰幼兒奶粉品牌選購行為研究——以北京市為例[J];統(tǒng)計(jì)與信息論壇;2012年01期

相關(guān)碩士學(xué)位論文 前3條

1 郭帥;品牌信任視角下的網(wǎng)絡(luò)消費(fèi)行為研究[D];山東大學(xué);2010年

2 章依凌;虛擬社區(qū)網(wǎng)絡(luò)口碑對消費(fèi)者購買意愿的影響[D];浙江理工大學(xué);2010年

3 趙婷婷;中式連鎖快餐品牌信任對品牌忠誠的影響研究[D];云南財(cái)經(jīng)大學(xué);2011年

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本文編號：2184412