本文選題：品牌形象　切入點(diǎn)：消費(fèi)者品牌態(tài)度　出處：《華南理工大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著我國智能手機(jī)市場(chǎng)規(guī)模的不斷擴(kuò)大，消費(fèi)者對(duì)智能手機(jī)需求日益增加對(duì)智能手機(jī)的功能多變，國內(nèi)外各大智能手機(jī)生產(chǎn)企業(yè)消費(fèi)者爭奪戰(zhàn)日趨激烈。要想占有市場(chǎng)得首先需要占有消費(fèi)者的心，事實(shí)表明，驅(qū)動(dòng)消費(fèi)者消費(fèi)的主要?jiǎng)訖C(jī)在于品牌形象，品牌形象公認(rèn)是企業(yè)發(fā)展的前提，企業(yè)要樹立良好的品牌形象，應(yīng)該從多方面努力，企業(yè)創(chuàng)新行為是影響企業(yè)品牌形象的至關(guān)重要因素之一，要使企業(yè)具有足夠的競(jìng)爭優(yōu)勢(shì)就必須樹立良好的品牌形象，所以，企業(yè)的創(chuàng)新行為無疑成為了企業(yè)不斷壯大的不竭動(dòng)力。 筆者整合國內(nèi)外學(xué)者關(guān)于企業(yè)創(chuàng)新行為、品牌形象、品牌態(tài)度、購買意向等相關(guān)的文獻(xiàn),從企業(yè)創(chuàng)新行為、品牌形象、品牌態(tài)度、購買意向這幾個(gè)方面確定了研究框架，對(duì)于品牌形象的細(xì)化研究借鑒和優(yōu)化了貝爾品牌形象測(cè)量模型，探索性地提出本文的研究假設(shè)。采用其研究方法制定了本研究對(duì)象——智能手機(jī)的特性的研究變量指標(biāo)，通過預(yù)調(diào)研等方式進(jìn)一步調(diào)整和完善調(diào)查問卷。通過市場(chǎng)調(diào)研收集數(shù)據(jù)，運(yùn)用SPSS18.0和AMOS17.0數(shù)據(jù)分析軟件對(duì)其進(jìn)行實(shí)證分析，運(yùn)用描述性統(tǒng)計(jì)方法分析樣本的統(tǒng)計(jì)特征，，通過信度檢驗(yàn)和驗(yàn)證性因子分析保證數(shù)據(jù)良好的信度和效度，最后采用結(jié)構(gòu)方程模型方法分析企業(yè)創(chuàng)新行為、品牌形象、品牌態(tài)度和購買意向四者間的作用機(jī)制。研究結(jié)論表明：創(chuàng)新能力對(duì)象征性品牌形象、經(jīng)驗(yàn)性品牌形象、功能性品牌形象均有顯著地正相關(guān)；象征性品牌形象、經(jīng)驗(yàn)性品牌形象與風(fēng)險(xiǎn)取向有顯著的正相關(guān)，而功能性品牌形象與風(fēng)險(xiǎn)取向沒有顯著正相關(guān)；象征性品牌形象、經(jīng)驗(yàn)性品牌形象、功能性品牌形象三者對(duì)于消費(fèi)者購買意向均有顯著的正向影響。通過結(jié)構(gòu)方程驗(yàn)證了假設(shè)的成立與否，為智能手機(jī)企業(yè)制定營銷策略提供了依據(jù)，為學(xué)術(shù)界繼續(xù)完善本文研究的不足提供了基礎(chǔ)支撐，同時(shí)也提出了未來的研究方向供眾多學(xué)者探討。
[Abstract]:With the expansion of smart phone market in China, consumers' demand for smart phone is increasing and the function of smart phone is changeable. The battle between domestic and foreign smartphone manufacturers is becoming more and more fierce. To occupy the market, we need to have a consumer's heart first. Facts show that the main motivation for consumer consumption lies in brand image. Brand image is recognized as the premise of enterprise development. To establish a good brand image, enterprises should make efforts from many aspects. Enterprise innovation behavior is one of the most important factors affecting enterprise brand image. In order to make the enterprise have enough competitive advantage, it is necessary to set up a good brand image. Therefore, the innovation behavior of the enterprise has undoubtedly become the inexhaustible motive force for the enterprise to grow continuously. The author integrates the literature of domestic and foreign scholars on enterprise innovation behavior, brand image, brand attitude, purchase intention and so on, and determines the research framework from the aspects of enterprise innovation behavior, brand image, brand attitude, purchase intention and so on. For the research of brand image refinement, this paper draws lessons from and optimizes Bell's brand image measurement model, and puts forward the research hypotheses of this paper. Using its research method, it formulates the research variable index of the characteristics of smart phone, the object of this study. Through pre-investigation and other ways to further adjust and improve the questionnaire. Through market research to collect data, using SPSS18.0 and AMOS17.0 data analysis software for empirical analysis, using descriptive statistical method to analyze the statistical characteristics of the sample. Reliability test and confirmatory factor analysis are used to ensure the reliability and validity of the data. Finally, the structural equation model is used to analyze the innovation behavior and brand image of enterprises. Conclusion: innovation ability has significant positive correlation with symbolic brand image, empirical brand image, functional brand image, symbolic brand image, and symbolic brand image. Empirical brand image has significant positive correlation with risk orientation, while functional brand image has no significant positive correlation with risk orientation. The functional brand image has a significant positive impact on the consumer purchase intention. The hypothesis is verified by structural equation, which provides a basis for the smartphone enterprise to formulate marketing strategy. It provides the basic support for the academic circles to improve the deficiency of this research, and also puts forward the future research direction for many scholars to discuss.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F273.1;F273.2;F426.63

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