【摘要】：本文以筆記本電腦消費者為研究對象,研究消費者的品牌知識,品牌態(tài)度,購買意愿三者之間的關(guān)系。利用文獻研究法、問卷調(diào)查法和統(tǒng)計分析法實證研究了消費者品牌知識對購買意愿的內(nèi)在作用機理,并探討了品牌態(tài)度在品牌知識與購買意愿之間的中介作用。經(jīng)過文獻梳理,本文對各變量的內(nèi)涵和維度進行了界定,認為品牌知識為消費者視角的品牌資產(chǎn)的核心要素,包含品牌聯(lián)想和品牌知名度兩個維度;品牌態(tài)度是個體對特定品牌所產(chǎn)生的一種喜歡或非喜歡的傾向;購買意愿即消費者愿意采取特定購買行為的機率。在此基礎(chǔ)上構(gòu)建了理論模型,提出研究假設(shè)。假設(shè)消費者品牌知識與購買意愿存在正向相關(guān)關(guān)系,且品牌態(tài)度在消費者品牌知識與購買意愿的關(guān)系之間起中介作用。隨后根據(jù)本文研究設(shè)計進行預調(diào)查,通過網(wǎng)絡(luò)調(diào)查平臺“問卷星”網(wǎng)收集到與調(diào)查問卷60份,經(jīng)過信度和效度檢驗,表明研究設(shè)計良好,經(jīng)細微調(diào)整后正式調(diào)查回收有效問卷175份,并以此為基礎(chǔ)進行數(shù)據(jù)分析,得出以下研究結(jié)果:(1)品牌知識與品牌態(tài)度和購買意愿之間均存在著顯著的正相關(guān)關(guān)系,其中品牌聯(lián)想和品牌知名度維度均能夠顯著正向影響品牌態(tài)度和購買意愿。同時品牌態(tài)度顯著正向影響消費者購買意愿。(2)品牌聯(lián)想和品牌知名度均對消費者品牌態(tài)度和購買意愿具有較好的預測作用(3)品牌態(tài)度在品牌聯(lián)想和品牌知名度與購買意愿關(guān)系之間存在著中介作用。本文在理論意義方面,進一步豐富和完善了有關(guān)品牌知識、品牌態(tài)度和購買意愿關(guān)系之間的研究,探討了品牌態(tài)度在消費者品牌知識與購買意愿關(guān)系中的中介作用。在實踐意義方面,為企業(yè)提供利用品牌知識開展創(chuàng)新型營銷方面的相關(guān)建議,也為企業(yè)更加深入地理解消費者品牌知識是消費者視角的品牌資產(chǎn)的核心要素提供了實證檢驗。
[Abstract]:This paper studies the relationship among consumers' brand knowledge, brand attitude and purchase intention. By means of literature research, questionnaire survey and statistical analysis, this paper empirically studies the internal mechanism of consumer brand knowledge on purchasing intention, and probes into the intermediary role of brand attitude between brand knowledge and purchase intention. After combing the literature, this paper defines the connotation and dimension of each variable, and thinks that brand knowledge is the core element of brand equity from the perspective of consumers, which includes two dimensions: brand association and brand awareness; Brand attitude is an individual tendency to like or not like a particular brand; the willingness to buy is the probability that consumers are willing to take a specific purchase behavior. On this basis, the theoretical model is constructed and the research hypothesis is put forward. It is assumed that there is a positive correlation between consumer brand knowledge and purchase intention, and brand attitude plays an intermediary role in the relationship between consumer brand knowledge and purchase intention. According to the research design of this paper, 60 questionnaires were collected and investigated through the online survey platform "questionnaire star" network. The reliability and validity tests show that the research design is good. After minor adjustment, 175 valid questionnaires were collected and analyzed. The following results were obtained: (1) there was a significant positive correlation between brand knowledge and brand attitude and purchase intention. Brand association and brand awareness dimensions can significantly positively affect brand attitude and purchase intention. At the same time, brand attitude has a significant positive impact on consumer purchase willingness. (2) Brand association and brand awareness have a good predictive effect on consumer brand attitude and purchase intention. (3) Brand attitude in brand association and products. Brand popularity and willingness to buy the relationship between the existence of intermediary role. In terms of theoretical significance, this paper further enriches and perfects the research on the relationship among brand knowledge, brand attitude and purchase intention, and probes into the intermediary role of brand attitude in the relationship between consumer brand knowledge and purchase intention. In terms of practical significance, it provides relevant suggestions for enterprises to use brand knowledge to carry out innovative marketing, and provides an empirical test for enterprises to understand more deeply that consumer brand knowledge is the core element of brand equity in consumer perspective.
【學位授予單位】：遼寧大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F273.2;F713.55

【參考文獻】

相關(guān)期刊論文 前10條

1 李愛國;王亞萍;鄧召惠;;虛擬社區(qū)知識共享影響消費者品牌態(tài)度內(nèi)在機制研究[J];商業(yè)研究;2016年12期

2 蔡國良;陳瑞;趙平;;消費者產(chǎn)品知識和信息推薦代理對品牌忠誠度的影響研究[J];中國軟科學;2016年10期

3 賀愛忠;蔡玲;高杰;;品牌自媒體內(nèi)容營銷對消費者品牌態(tài)度的影響研究[J];管理學報;2016年10期

4 馮嬌;姚忠;;基于強弱關(guān)系理論的社會化商務(wù)購買意愿影響因素研究[J];管理評論;2015年12期

5 楊保軍;馬玉龍;;顧客品牌知識管理與品牌進化績效關(guān)系實證研究[J];軟科學;2015年12期

6 劉好強;;調(diào)節(jié)定向與溝通策略對游客購買意愿的影響——感知價值的中介作用[J];旅游學刊;2015年12期

7 盧宏亮;李桂華;黃磊;;消費者知識與成分品牌溢出效應(yīng)——基于品牌功能視角[J];山西財經(jīng)大學學報;2015年08期

8 鄭春東;韓晴;王寒;;網(wǎng)絡(luò)水軍言論如何左右你的購買意愿[J];南開管理評論;2015年01期

9 周梅華;李佩镅;牟宇鵬;;在線評論對消費者購買意愿的影響——心理距離的中介作用[J];軟科學;2015年01期

10 杜偉宇;許偉清;;中國情境下權(quán)力對炫耀性產(chǎn)品購買意愿的影響:面子意識的中介效應(yīng)[J];南開管理評論;2014年05期

相關(guān)碩士學位論文 前2條

1 許亞斌;品牌代言人可信度與消費者品牌態(tài)度、品牌忠誠關(guān)系的實證研究[D];太原理工大學;2016年

2 李鈺;商店形象對自有品牌信任及購買意愿影響的實證研究[D];湖南大學;2008年

，

本文編號：2349896