本文關(guān)鍵詞： 品牌依戀 品牌忠誠 溢價支付意愿　出處：《天津理工大學(xué)》2016年碩士論文　論文類型：學(xué)位論文

【摘要】：近年來,隨著國民經(jīng)濟(jì)的發(fā)展,消費(fèi)者的可支配收入不斷增加,消費(fèi)者對知名品牌產(chǎn)品溢價支付意愿顯著增強(qiáng),迫使企業(yè)必須重視消費(fèi)者的溢價支付意愿。如何提升消費(fèi)者的溢價支付意愿,已經(jīng)成為中外營銷學(xué)者和企業(yè)長期關(guān)注的課題。影響溢價支付意愿的因素有很多,其中,品牌忠誠就是一個被國內(nèi)外多數(shù)學(xué)者驗(yàn)證的溢價支付意愿的影響變量,同時許多學(xué)者發(fā)現(xiàn)品牌依戀不僅對品牌忠誠產(chǎn)生影響而且其對溢價支付意愿的影響也不容忽視。因而,本文以品牌忠誠為中介變量,分析品牌依戀對消費(fèi)者溢價支付意愿的影響機(jī)理。本文基于品牌依戀、品牌忠誠和溢價支付意愿相關(guān)理論和國內(nèi)外學(xué)者研究成果,提出研究假設(shè),構(gòu)建研究模型,通過實(shí)證研究檢驗(yàn)了品牌依戀對消費(fèi)者溢價支付意愿的影響,并根據(jù)研究結(jié)果為國產(chǎn)智能手機(jī)及其他相關(guān)自主品牌企業(yè)提供相應(yīng)的營銷建議。首先,本文對所研究的背景、目的、內(nèi)容、意義、研究范圍和研究方法以及研究技術(shù)路線和創(chuàng)新點(diǎn)進(jìn)行詳細(xì)說明。其次,對品牌依戀、品牌忠誠、溢價支付意愿的概念和測量維度進(jìn)行界定,依據(jù)已有研究成果梳理并說明他們之間的關(guān)系,提出本文研究假設(shè),構(gòu)建本文研究模型,并闡述了各變量在本文中的概念內(nèi)涵及測量問項(xiàng)設(shè)計(jì)。再次,通過問卷調(diào)查,獲取研究數(shù)據(jù),利用SPSS19.0進(jìn)行描述性統(tǒng)計(jì)分析和量表信效度分析,并在此基礎(chǔ)上,利用AMOS22.0進(jìn)行驗(yàn)證性因子分析和路徑模型配適度分析,依據(jù)分析結(jié)果對研究假設(shè)進(jìn)行檢驗(yàn)。最后,對實(shí)證研究的結(jié)果進(jìn)行總結(jié)討論,并根據(jù)所得結(jié)論提出相關(guān)營銷建議,在本文最后闡述了本研究的不足之處和未來的研究方向。實(shí)證研究發(fā)現(xiàn):品牌依戀對品牌忠誠、溢價支付意愿均有顯著正向影響;品牌忠誠對溢價支付意愿有顯著正向影響;品牌忠誠部分中介了品牌依戀對溢價支付意愿的影響作用,本研究的假設(shè)基本得到驗(yàn)證。另外,消費(fèi)者個體基本特征在品牌依戀對品牌忠誠的影響中起到調(diào)節(jié)作用,但同一消費(fèi)者個體特征的不同組別對其影響無顯著差別;消費(fèi)者個體基本特征在品牌忠誠對溢價支付意愿的影響中也起到調(diào)節(jié)作用,且同一消費(fèi)者個體特征的不同組別對其的影響有顯著差別�；谏鲜鲅芯拷Y(jié)論,本文為國產(chǎn)智能手機(jī)及其他相關(guān)自主品牌企業(yè)提出幾點(diǎn)營銷建議:滿足市場需求,提高消費(fèi)者品牌依戀;實(shí)施差異化戰(zhàn)略,提高消費(fèi)者品牌忠誠;深化品牌戰(zhàn)略,提高消費(fèi)者溢價支付意愿。本文在研究過程中,主要有以下兩點(diǎn)創(chuàng)新:一是將品牌忠誠作為品牌依戀和溢價支付意愿的中介變量添加到本文的研究中,從研究變量方面進(jìn)行了創(chuàng)新;二是本文構(gòu)建了以品牌依戀為前因變量,以品牌忠誠為中介變量,以溢價支付意愿為結(jié)果變量的研究模型,從品牌依戀對溢價支付意愿的影響路徑方面進(jìn)行了創(chuàng)新。
[Abstract]:In recent years, with the development of the national economy, consumers' disposable income has been increasing, and consumers' willingness to pay premium to well-known brand products has increased significantly. How to improve consumers' willingness to pay premium has become a long-term concern of domestic and foreign marketing scholars and enterprises. There are many factors that affect the willingness of premium payment. Brand loyalty is the influence variable of premium payment intention verified by most scholars at home and abroad. At the same time, many scholars find that brand attachment not only has an impact on brand loyalty, but also its influence on premium payment will not be ignored. Taking brand loyalty as intermediary variable, this paper analyzes the influence mechanism of brand attachment on consumers' willingness to pay premium. Based on the theories of brand attachment, brand loyalty and premium willingness to pay, and the research results of domestic and foreign scholars, this paper puts forward the research hypothesis. This paper constructs a research model, tests the influence of brand attachment on consumers' willingness to pay premium through empirical research, and provides corresponding marketing suggestions for domestic smart phones and other related independent brand enterprises according to the results of the research. In this paper, the background, purpose, content, significance, research scope and research methods, as well as the research technical route and innovation points of the research are described in detail. Secondly, brand attachment, brand loyalty, The concept and measurement dimension of the willingness to pay premium are defined. According to the existing research results, the relationship between them is sorted out and explained. The research hypotheses of this paper are put forward, and the research model of this paper is constructed. Thirdly, through the questionnaire survey, we obtain the research data, use SPSS19.0 to carry out descriptive statistical analysis and reliability and validity analysis of the scale, and on this basis, Using AMOS22.0 to carry out confirmatory factor analysis and path model appropriate analysis, the research hypotheses are tested according to the analysis results. Finally, the results of the empirical research are summarized and discussed, and the relevant marketing suggestions are put forward according to the conclusions. At the end of this paper, the shortcomings of this study and the future research direction are described. The empirical research shows that brand attachment has a significant positive impact on brand loyalty, premium payment willingness has a significant positive impact, brand loyalty has a significant positive impact on premium payment willingness, and brand loyalty has a significant positive impact on premium payment willingness, while brand attachment has significant positive impact on brand loyalty. Brand loyalty partly mediates the influence of brand attachment on premium willingness to pay, and the hypothesis of this study is verified. In addition, the basic characteristics of consumers play a role in regulating the influence of brand attachment on brand loyalty. However, there is no significant difference between different groups of individual characteristics of the same consumer, and the basic characteristics of individual consumers also play a regulatory role in the influence of brand loyalty on the willingness to pay at a premium. Based on the above conclusions, this paper puts forward several marketing suggestions for domestic smartphone and other related independent brand enterprises: to meet the market demand. Improve consumer brand attachment; implement differentiation strategy to improve consumer brand loyalty; deepen brand strategy and increase consumer willingness to pay premium. There are two main innovations as follows: first, brand loyalty is added to this study as the intermediary variable of brand attachment and premium payment intention, and the research variables are innovated; second, this paper constructs brand attachment as a predependent variable. Taking brand loyalty as the intermediary variable and the willingness to pay premium as the result variable, the research model innovates from the influence of brand attachment on premium willingness to pay.
【學(xué)位授予單位】：天津理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F273.2;F713.55

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