本文選題：企業(yè)公開信息 + 品牌信息�。� 參考：《寧波大學(xué)》2012年碩士論文

【摘要】：消費者的品牌信任作為消費者在不確定性或風(fēng)險性環(huán)境下對品牌的一種信賴感，是衡量消費者品牌關(guān)系質(zhì)量的最關(guān)鍵方面，理論界和實踐界也普遍認(rèn)識到它在良好品牌關(guān)系中的重要地位�，F(xiàn)代商業(yè)競爭的加劇和信息網(wǎng)絡(luò)技術(shù)的發(fā)展也對企業(yè)與消費者關(guān)系產(chǎn)生了深刻的影響。由于當(dāng)前消費者對品牌信息的關(guān)注已超出品牌本身，實際上已拓展到品牌所屬的企業(yè)層面，我們把這些能夠為消費者取得并會影響他們對品牌關(guān)系認(rèn)知的各類信息統(tǒng)稱為“企業(yè)公開信息”。 根據(jù)相關(guān)文獻(xiàn)的研究，企業(yè)公開信息可以分為產(chǎn)品表現(xiàn)信息、公司形象信息和品牌個性信息三個方面。此外，企業(yè)公開信息傳播渠道和傳播特征也是消費者品牌信任產(chǎn)生過程的重要因素。在實證研究過程中，本文首先綜合前人研究成果構(gòu)建了企業(yè)公開信息及其傳播渠道、傳播特征對消費者品牌信任的影響作用模型并提出了本研究的一系列假設(shè)；然后以計算機(jī)行業(yè)為例，通過設(shè)計調(diào)查問卷和以在校大學(xué)生為調(diào)研對象收集數(shù)據(jù)，為實證分析提供數(shù)據(jù)支持；最后利用信度分析、效度分析以及結(jié)構(gòu)方程模型分析和方差分析對數(shù)據(jù)進(jìn)行了分析，并提出本文的研究結(jié)果與討論。 以計算機(jī)行業(yè)為例的實證研究結(jié)果表明： （1）目前我國大學(xué)生群體對計算機(jī)產(chǎn)品的消費者品牌信任是一種對某一品牌有信心的感知態(tài)度，是對某個品牌的整體性感知，還不能清晰地分為幾個維度，是一個一維性的概念。 （2）影響消費者品牌關(guān)系的企業(yè)公開信息可以分為產(chǎn)品表現(xiàn)信息、公司形象信息和品牌個性信息。這三個方面的企業(yè)公開信息交互作用于消費者的品牌關(guān)系態(tài)度和認(rèn)知。其中，產(chǎn)品表現(xiàn)信息是形成消費者品牌滿意和品牌信任的最主要因素，同時也是消費者對公司形象信息和品牌個性信息產(chǎn)生積極評價的基礎(chǔ)。良好的公司形象表現(xiàn)能促進(jìn)消費者對品牌信任的積極評價，而良好的品牌個性表現(xiàn)卻不能。 （3）良好的口碑傳播和廣告?zhèn)鞑ゲ⒉荒艽龠M(jìn)消費者對品牌信任的積極評價，相反，消費者對品牌信任的積極評價才能促進(jìn)口碑傳播的產(chǎn)生和對廣告?zhèn)鞑バЧ姆e極評價。此外，良好的企業(yè)公開信息傳播特征不僅促進(jìn)消費者的品牌滿意，也促進(jìn)消費者的品牌信任。 （4）消費者品牌滿意可以分為信息滿意、品質(zhì)滿意和總體滿意三個方面，，產(chǎn)品表現(xiàn)信息和信息傳播特征是其主要的形成因素。然而，由于品牌信任和品牌滿意關(guān)系的復(fù)雜性以及消費者對品牌信任內(nèi)涵理解的模糊性，消費者品牌滿意與消費者品牌信任關(guān)系不大。 （5）企業(yè)公開信息對消費者品牌信任的影響作用并沒有因消費者個體的性別和教育年限特征差異而表現(xiàn)不同，然而消費者與品牌的接觸狀況的差異和計算機(jī)品牌的不同會使這個作用過程產(chǎn)生影響。
[Abstract]:The brand trust of consumers, as a sense of trust to the brand in uncertain or risky environment, is the most critical aspect to measure the quality of consumer brand relationship. Theorists and practitioners also generally recognize its important position in good brand relations. The intensification of modern business competition and the development of information network technology also have a profound impact on the relationship between enterprises and consumers. Since the current attention of consumers to brand information has gone beyond the brand itself, it has actually expanded to the enterprise level to which the brand belongs. We call these kinds of information that consumers can obtain and affect their perception of brand relationships as "corporate open information". According to the research of related literature, the enterprise public information can be divided into three aspects: product performance information, corporate image information and brand personality information. In addition, the enterprise open information dissemination channel and the dissemination characteristic are also the consumer brand trust production process important factor. In the process of empirical research, this paper firstly constructs the model of the influence of the communication characteristics on the consumer brand trust and puts forward a series of hypotheses. Then take the computer industry as an example, through designing the questionnaire and collecting the data for the college students, providing the data support for the empirical analysis; finally, using the reliability analysis, Validity analysis, structural equation model analysis and variance analysis are used to analyze the data, and the results and discussion of this paper are presented. The empirical results of computer industry show that: At present, the consumer brand trust of college students in our country is a kind of perception attitude that has confidence to a certain brand, it is the whole perception of a brand, it can not be clearly divided into several dimensions, it is a one-dimensional concept. 2) the open information of enterprises which affect the relationship between consumers' brands can be divided into product performance information, corporate image information and brand personality information. These three aspects of open information interaction affect consumer brand relationship attitude and cognition. Among them, product performance information is the most important factor to form consumer brand satisfaction and brand trust, and it is also the basis of positive evaluation of corporate image information and brand personality information. Good corporate image performance can promote consumers' positive evaluation of brand trust, but good brand personality performance can not. 3) good word-of-mouth communication and advertising communication can not promote consumers' positive evaluation of brand trust, on the contrary, consumers' positive evaluation of brand trust can promote the generation of word-of-mouth communication and the positive evaluation of the effect of advertising communication. In addition, the good enterprise open information dissemination characteristic not only promotes the consumer's brand satisfaction, but also promotes the consumer's brand trust. 4) Consumer brand satisfaction can be divided into three aspects: information satisfaction, quality satisfaction and overall satisfaction. However, due to the complexity of the relationship between brand trust and brand satisfaction and the ambiguity of consumers' understanding of brand trust, consumer brand satisfaction has little relationship with consumer brand trust. (5) the influence of enterprise open information on consumer brand trust does not vary according to the gender and educational age characteristics of individual consumers. However, differences in consumer-brand contact and computer brands have an impact on the process.
【學(xué)位授予單位】：寧波大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F273.2;F224

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