本文選題：認(rèn)同融合　切入點(diǎn)：文化認(rèn)同　出處：《天津大學(xué)》2014年碩士論文

【摘要】：在品牌犯錯(cuò)頻繁發(fā)生的今天,這些品牌犯錯(cuò)事件直接破壞消費(fèi)者與品牌間的關(guān)系,導(dǎo)致了企業(yè)現(xiàn)有的消費(fèi)者大量流失,甚至關(guān)系企業(yè)的未來生存。就此,國內(nèi)外學(xué)者從影響消費(fèi)者感知的途徑以及削弱負(fù)面影響的方式等方面進(jìn)行探討,雖然取得豐碩的成果,但是較少從文化和認(rèn)同的角度系統(tǒng)分析認(rèn)同融合和文化認(rèn)同能否減輕品牌犯錯(cuò)的影響。在現(xiàn)有國內(nèi)外研究成果的基礎(chǔ)上,構(gòu)建在品牌犯錯(cuò)情景下文化認(rèn)同和認(rèn)同融合對于消費(fèi)者心理和行為的研究框架,以手機(jī)品牌為例,選取天津地區(qū)的學(xué)生樣本問卷調(diào)查,驗(yàn)證不同品牌犯錯(cuò)類型中認(rèn)同融合、文化認(rèn)同、品牌免疫力、重新購買意愿和負(fù)面口碑之間的關(guān)系,深入分析企業(yè)有效采取品牌犯錯(cuò)補(bǔ)救措施。針對有效問卷進(jìn)行分析,主要結(jié)論如下:第一,無論是在損害消費(fèi)者直接利益的品牌犯錯(cuò)情景中還是損害消費(fèi)者間接利益的品牌犯錯(cuò)情景中,認(rèn)同融合對消費(fèi)者品牌免疫力都存在顯著的影響,而文化認(rèn)同對消費(fèi)者品牌免疫力不存在影響。不同品牌犯錯(cuò)情景中認(rèn)同融合與品牌免疫力的函數(shù)有差異,損害消費(fèi)者直接利益的負(fù)面事件,相比于損害消費(fèi)者間接利益的負(fù)面事件,消費(fèi)者的認(rèn)同融合程度與品牌免疫力的正相關(guān)關(guān)系更加明顯。第二,無論是在損害消費(fèi)者直接利益的品牌犯錯(cuò)情景中還是損害消費(fèi)者間接利益的品牌犯錯(cuò)情景中,文化認(rèn)同和認(rèn)同融合對重復(fù)購買意愿都存在顯著的影響,但是認(rèn)同融合相比于文化認(rèn)同,對消費(fèi)者產(chǎn)生重新購買意愿的影響更為顯著。第三,無論是在損害消費(fèi)者直接利益的品牌犯錯(cuò)情景中還是損害消費(fèi)者間接利益的品牌犯錯(cuò)情景中,文化認(rèn)同和認(rèn)同融合對于消費(fèi)者的負(fù)面口碑都存在顯著的影響,同樣認(rèn)同融合相比于文化認(rèn)同,對消費(fèi)者產(chǎn)生負(fù)面口碑的影響更為顯著。最后得到結(jié)論,認(rèn)同融合相比較文化認(rèn)同更加準(zhǔn)確預(yù)測消費(fèi)者的心理反應(yīng)和未來行為的表現(xiàn)。結(jié)合中國企業(yè)的實(shí)際情況,提出若干的企業(yè)品牌管理方法和建議,提高企業(yè)的長久發(fā)展。
[Abstract]:With the frequent occurrence of brand mistakes today, these brand mistakes directly undermine the relationship between consumers and brands, leading to a large loss of existing consumers in enterprises, and even related to the future survival of enterprises. Scholars at home and abroad have discussed ways of influencing consumers' perception and ways of weakening negative effects, although they have achieved fruitful results. However, it is rare to systematically analyze whether identity fusion and cultural identity can mitigate the impact of brand error from the perspective of culture and identity. In this paper, the author constructs a research framework of cultural identity and identity fusion for consumers' psychology and behavior under the situation of brand error. Taking mobile phone brand as an example, a questionnaire survey of Tianjin students' sample is conducted to verify the identity fusion among different brand error-making types. The relationship between cultural identity, brand immunity, willingness to buy again and negative word of mouth, in-depth analysis of enterprises to take effective brand error remedial measures. According to the effective questionnaire, the main conclusions are as follows: first, Whether in a brand error scenario that damages the direct interests of consumers or in a brand fault scenario that damages the indirect interests of consumers, identity fusion has a significant impact on consumer brand immunity. However, cultural identity has no effect on consumer brand immunity. There are differences in the functions of identity fusion and brand immunity in different brand error-making situations, which impair the direct interests of consumers. Compared with the negative events that harm the indirect interests of consumers, the positive correlation between the degree of consumer identity fusion and brand immunity is more obvious. Second, Cultural identity and identity fusion have a significant impact on the willingness to repeat purchase, whether in a brand error scenario that damages the direct interests of consumers or in a brand fault scenario that damages the indirect interests of consumers. But identity fusion has a more significant impact on consumers' willingness to buy again than cultural identity. Third, Whether in a brand error scenario that damages the direct interests of consumers or in a brand fault situation that damages the indirect interests of consumers, cultural identity and identity fusion have significant effects on consumers' negative word-of-mouth. The same identity fusion has a more significant impact on consumers' negative word of mouth than cultural identity. Identity fusion is more accurate than cultural identity in predicting consumers' psychological reaction and future behavior. Combined with the actual situation of Chinese enterprises, some brand management methods and suggestions are put forward to improve the long-term development of enterprises.
【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：G05;F713.55

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