自我概念、品牌個性對購買意愿的影響
發(fā)布時間：2019-07-09 14:00
【摘要】：品牌個性是心理學(xué)、經(jīng)濟(jì)學(xué)共同研究的一個熱點(diǎn)領(lǐng)域,在品牌的建設(shè)和發(fā)展過程中發(fā)揮著關(guān)鍵性的作用。如今,中國社會和經(jīng)濟(jì)的轉(zhuǎn)型,國家形象的提升以及地區(qū)綜合競爭力的提高,急需要優(yōu)秀的品牌,消費(fèi)者也越來越渴望通過購買高品質(zhì)的服裝來滿足自己個性表達(dá)的需要。通過對相關(guān)文獻(xiàn)的研究發(fā)現(xiàn)品牌個性與消費(fèi)者自我概念密切相關(guān),消費(fèi)者自我概念也直接影響她們對品牌服裝的購買。 基于品牌建設(shè)的現(xiàn)狀和人們對品牌服裝的需求,本研究以大學(xué)生為被試,選擇具有不同個性特點(diǎn)的服裝品牌,探討消費(fèi)者自我概念、品牌個性與購買意愿的關(guān)系,尋找自我概念與品牌個性對購買意愿的影響規(guī)律。 本論文由三個研究構(gòu)成： 第一個研究是服裝品牌個性調(diào)查表的編制。通過不同的渠道搜集服裝品牌個性的詞語,然后讓消費(fèi)者和專家選擇出最具有代表性的詞語,并進(jìn)行因子分析,效度檢驗(yàn),編制了一個由五個維度組成的服裝品牌個性調(diào)查表。 第二個研究是服裝品牌的選擇,選擇標(biāo)準(zhǔn)是個性鮮明,品牌之間既有共同性又相互區(qū)別,采用了前面部分服裝品牌個性測量表對大學(xué)生比較熟悉的八個品牌進(jìn)行施測,最終選擇了兩個服裝品牌,即HM好真維斯,作為進(jìn)一步研究的材料。 第三個研究是自我概念與品牌一致性對購買意愿影響的實(shí)驗(yàn),是本研究的重點(diǎn),首先將被試分為實(shí)驗(yàn)組和對照組,其中實(shí)驗(yàn)組被試事先接受品牌個性的解讀,而對照組不接受,然后測查大學(xué)生的自我概念,兩個品牌的個性特點(diǎn),以及相對的購買意愿,最后計算出自我概念與品牌個性的一致性程度。 主要研究結(jié)果如下： (1)編制了由15個形容詞組成,分成5個維度的服裝品牌個性調(diào)查表,這個調(diào)查表是專門針對服裝領(lǐng)域的,且具有代表性,信度系數(shù)是0.68,總方差解釋率達(dá)61.67%以上,因此該問卷具有良好的信效度,可作為服裝領(lǐng)域的調(diào)查工具。 (2)通過差異檢驗(yàn),真維斯品牌t=1.99,p0.05,HM品牌t=2.14,p0.05,因此自我概念與品牌個性一致性程度高低對購買意愿存在顯著的影響作用。當(dāng)大學(xué)生了解到品牌個性之后,會將自我概念中的個性特點(diǎn)與品牌表現(xiàn)出的個性特點(diǎn)相比較,兩者一致性程度越強(qiáng),則購買意愿越強(qiáng)。當(dāng)大學(xué)生不了解品牌個性的情況下,更多的是隨機(jī)因素,自我概念一致性與品牌個性之間的一致性程度低對購買意愿并無顯著地影響。分維度下自我概念與品牌個性一致性對購買意愿的影響不同,HM品牌的迷人維度(高貴、知性的、可愛的)、真維斯品牌中陽光維度(樂觀、友好的、努力進(jìn)取的)和可靠性維度(穩(wěn)重、簡單、自信的),在這些維度下p0.05,自我概念與品牌個性一致性對購買意愿具有顯著的差異。 (3)自我概念與品牌個性一致性對購買意愿的影響不存在性別的差異,p0.05,因此這種影響具有普遍性。 該研究成果一方面有助于推動企業(yè)更加注重品牌個性的建設(shè),根據(jù)消費(fèi)者自我概念的不同,構(gòu)建最受消費(fèi)者歡迎的品牌個性,使品牌更具有內(nèi)涵,提升品牌服裝的附加價值。另一方面,也提醒企業(yè)或組織應(yīng)加大對消費(fèi)者服裝相關(guān)知識的教育,尤其是服裝品牌個性特點(diǎn)的詳細(xì)介紹,而不僅僅是宣傳品牌的名稱和產(chǎn)品。這樣不僅有助于消費(fèi)者區(qū)分和識記品牌,選擇合適自己的服裝,也促進(jìn)了品牌服裝的銷售,有利于品牌的長遠(yuǎn)發(fā)展。
[Abstract]:Brand personality is a hot topic in psychology and economics, and plays a key role in the construction and development of the brand. Today, the transformation of Chinese society and economy, the promotion of the national image and the improvement of the comprehensive competitiveness of the region, and the need of excellent brand, the consumer is increasingly eager to meet the needs of its individual expression through the purchase of high-quality clothing. The study of the relevant literature has found that the brand personality is closely related to the consumer's self-concept, and the consumer self-concept also directly influences the purchase of the brand clothing. Based on the present situation of brand building and the demand of people on the brand clothing, this study takes the college students as the test, selects the clothing brand with different characteristics, and probes into the relationship between the consumer self-concept, the brand personality and the purchase intention. To find the effect of self-concept and brand personality on purchasing will The paper is composed of three research projects The first study is the personality adjustment of the clothing brand The preparation of the look-up table includes the following steps: collecting the words of the individuality of the clothing brand through different channels, then allowing the consumers and the experts to select the most representative words, carrying out factor analysis and validity checking, and preparing a clothing brand composed of five dimensions The second study is the choice of the clothing brand, the choice standard is the individuality, the brand is not only common but also different, the previous part of the clothing brand personality measurement table is used to test the eight brands familiar to the college students, and the final choice Two clothing brands, HM's good, as a feed. The third study is the experiment of the effect of self-concept and brand's consistency on purchasing will. It is the focus of this study. First, it is divided into experimental group and control group. reading, while the control group is not accepted, then the self-concept of the college students, the characteristics of the two brands and the relative purchase will, and finally the self-concept and the product are calculated The degree of consistency of brand personality The main research results are as follows: (1) A clothing brand personality questionnaire, which is composed of 15 adjectives, is divided into five dimensions. The questionnaire is specific to the field of clothing and is representative. The coefficient of reliability is 0.68. The total party The difference is up to 61.67%, so the questionnaire has good validity and validity. It can be used as a survey tool in the field of clothing. (2) The brand t = 1.99, p0.05, HM brand t = 2.14, p0.05, so the self-concept and the brand's personality have a high degree of consistency. The low-to-purchase will have a significant effect on the purchase will. When the college students understand the brand's personality, it will compare the characteristics of the self-concept with the characteristics of the brand, both of which The stronger the degree of consistency, the stronger the purchase will. When the college students do not know the brand personality, more is the consistency between the random factors, the self-concept consistency and the brand personality. The low level has no significant impact on the willingness to purchase. The impact of self-concept and brand personality in the sub-dimension on the will of the purchase is different, the charming dimension of the HM brand (noble, intellectual, lovely), the sun dimension (optimistic, friendly, hard-to-make) and the ability of the brand. Backside dimension (steady, simple, self-confident), in these dimensions, p0.05, self-concept and brand personality (3) There is no gender difference between self-concept and brand personality. The research result, on the one hand, can help the enterprise to pay more attention to the construction of the brand's personality, and according to the different consumers' self-concept, construct the most popular brand personality, The brand is more connotation, and the added value of the brand clothing is promoted. On the other hand, the enterprise or the organization should be reminded to increase the education of the knowledge related to the consumer's clothing, especially the characteristics of the clothing brand. Introduction, not just the name and product of the propaganda brand. This will not only help the consumer to distinguish and remember the brand, choose the appropriate clothing, also promote
【學(xué)位授予單位】：西南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：B842
本文編號：2512193
[Abstract]:Brand personality is a hot topic in psychology and economics, and plays a key role in the construction and development of the brand. Today, the transformation of Chinese society and economy, the promotion of the national image and the improvement of the comprehensive competitiveness of the region, and the need of excellent brand, the consumer is increasingly eager to meet the needs of its individual expression through the purchase of high-quality clothing. The study of the relevant literature has found that the brand personality is closely related to the consumer's self-concept, and the consumer self-concept also directly influences the purchase of the brand clothing. Based on the present situation of brand building and the demand of people on the brand clothing, this study takes the college students as the test, selects the clothing brand with different characteristics, and probes into the relationship between the consumer self-concept, the brand personality and the purchase intention. To find the effect of self-concept and brand personality on purchasing will The paper is composed of three research projects The first study is the personality adjustment of the clothing brand The preparation of the look-up table includes the following steps: collecting the words of the individuality of the clothing brand through different channels, then allowing the consumers and the experts to select the most representative words, carrying out factor analysis and validity checking, and preparing a clothing brand composed of five dimensions The second study is the choice of the clothing brand, the choice standard is the individuality, the brand is not only common but also different, the previous part of the clothing brand personality measurement table is used to test the eight brands familiar to the college students, and the final choice Two clothing brands, HM's good, as a feed. The third study is the experiment of the effect of self-concept and brand's consistency on purchasing will. It is the focus of this study. First, it is divided into experimental group and control group. reading, while the control group is not accepted, then the self-concept of the college students, the characteristics of the two brands and the relative purchase will, and finally the self-concept and the product are calculated The degree of consistency of brand personality The main research results are as follows: (1) A clothing brand personality questionnaire, which is composed of 15 adjectives, is divided into five dimensions. The questionnaire is specific to the field of clothing and is representative. The coefficient of reliability is 0.68. The total party The difference is up to 61.67%, so the questionnaire has good validity and validity. It can be used as a survey tool in the field of clothing. (2) The brand t = 1.99, p0.05, HM brand t = 2.14, p0.05, so the self-concept and the brand's personality have a high degree of consistency. The low-to-purchase will have a significant effect on the purchase will. When the college students understand the brand's personality, it will compare the characteristics of the self-concept with the characteristics of the brand, both of which The stronger the degree of consistency, the stronger the purchase will. When the college students do not know the brand personality, more is the consistency between the random factors, the self-concept consistency and the brand personality. The low level has no significant impact on the willingness to purchase. The impact of self-concept and brand personality in the sub-dimension on the will of the purchase is different, the charming dimension of the HM brand (noble, intellectual, lovely), the sun dimension (optimistic, friendly, hard-to-make) and the ability of the brand. Backside dimension (steady, simple, self-confident), in these dimensions, p0.05, self-concept and brand personality (3) There is no gender difference between self-concept and brand personality. The research result, on the one hand, can help the enterprise to pay more attention to the construction of the brand's personality, and according to the different consumers' self-concept, construct the most popular brand personality, The brand is more connotation, and the added value of the brand clothing is promoted. On the other hand, the enterprise or the organization should be reminded to increase the education of the knowledge related to the consumer's clothing, especially the characteristics of the clothing brand. Introduction, not just the name and product of the propaganda brand. This will not only help the consumer to distinguish and remember the brand, choose the appropriate clothing, also promote
【學(xué)位授予單位】：西南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：B842
【參考文獻(xiàn)】
相關(guān)博士學(xué)位論文 前1條
1 李雪垠;著裝意象審美生成研究[D];西南大學(xué);2010年
，本文編號：2512193
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