【摘要】： 目前青年消費(fèi)者正日益成為眾多市場(chǎng)的主流消費(fèi)群體。而作為擁有巨大消費(fèi)潛力以及引領(lǐng)消費(fèi)風(fēng)尚的大學(xué)生群體而言,其品牌消費(fèi)行為對(duì)于眾多企業(yè),尤其是以青年消費(fèi)者為目標(biāo)群體的企業(yè)無(wú)疑具有重要的影響。如今,一方面品牌林立,品牌競(jìng)爭(zhēng)不斷加��；另一方面,隨著市場(chǎng)經(jīng)濟(jì)的繁榮及生活水平的提高,大學(xué)生的購(gòu)買能力不斷提高,可供其選擇的品牌也在不斷增加。因此,針對(duì)企業(yè)如何維持大學(xué)生的品牌忠誠(chéng),并盡量爭(zhēng)取更多的大學(xué)生成為其忠誠(chéng)顧客的探索與研究既有理論意義又具有社會(huì)實(shí)踐意義。 本文首先從品牌忠誠(chéng)的內(nèi)涵及衡量出發(fā),分消費(fèi)者和企業(yè)兩個(gè)層面總結(jié)了影響品牌忠誠(chéng)的因素,之后結(jié)合現(xiàn)有文獻(xiàn)以及大學(xué)生群體的消費(fèi)心理及消費(fèi)行為特點(diǎn),提出了簡(jiǎn)單的大學(xué)生群體品牌忠誠(chéng)影響因素的綜合模型。 然后,本研究通過(guò)訪談選擇了大學(xué)生品牌認(rèn)知度較高的產(chǎn)品類別,并結(jié)合已有文獻(xiàn)設(shè)計(jì)了調(diào)研問(wèn)卷,將情感忠誠(chéng)和行為忠誠(chéng)的概念融入問(wèn)卷,通過(guò)獨(dú)立樣本T檢驗(yàn)、多元回歸等多種實(shí)證方法分別探討了不同因素與品牌忠誠(chéng)的相關(guān)關(guān)系。與此同時(shí),通過(guò)中介效應(yīng)分析的方法,本文進(jìn)一步驗(yàn)證了顧客滿意度和顧客價(jià)值兩者對(duì)品牌忠誠(chéng)的作用,使模型得到完善。 通過(guò)分析,本文得出結(jié)論：大學(xué)生性別、生源地、月均支出等均會(huì)影響其品牌忠誠(chéng),其品牌態(tài)度、多樣性尋求程度、風(fēng)險(xiǎn)規(guī)避態(tài)度、感知轉(zhuǎn)換成本也與其品牌忠誠(chéng)顯著相關(guān),同時(shí)大學(xué)生的品牌忠誠(chéng)也受企業(yè)的促銷、廣告、品牌形象的影響。最后,通過(guò)對(duì)實(shí)證結(jié)論的分析,結(jié)合目前企業(yè)的營(yíng)銷措施,本文提出了一些對(duì)企業(yè)具有重要實(shí)踐意義的建議,也希望本文的研究成果能夠?qū)σ院蟮难芯空咛峁┠承┵Y料或參考。
[Abstract]:At present, young consumers are increasingly becoming the mainstream consumer groups in many markets. As a group of college students with great consumption potential and leading consumption fashion, their brand consumption behavior undoubtedly has an important impact on many enterprises, especially for the young consumers as the target group. Nowadays, with the prosperity of the market economy and the improvement of living standard, the purchasing ability of college students is improving, and the brands available for them to choose are also increasing. Therefore, the exploration and research on how to maintain the brand loyalty of college students and strive for more college students to become loyal customers has both theoretical and practical significance. This article first from the brand loyalty connotation and the measurement, summarizes the influence brand loyalty factor from the consumer and the enterprise two aspects, then unifies the existing literature as well as the university student group consumer psychology and the consumer behavior characteristic. This paper puts forward a simple comprehensive model of influencing factors of college students' brand loyalty. Then, through interviews, this study selected the higher brand recognition of college students product categories, and combined with the existing literature to design a questionnaire, the concept of emotional loyalty and behavioral loyalty into the questionnaire, through independent samples T test. Multiple regression and other empirical methods have explored the relationship between different factors and brand loyalty. At the same time, through the method of intermediary effect analysis, this paper further verifies the effect of customer satisfaction and customer value on brand loyalty, which makes the model perfect. Based on the analysis, this paper draws a conclusion that the gender of college students, the location of students, the average monthly expenditure will affect their brand loyalty, their brand attitude, diversity seeking degree, risk aversion attitude, perceived conversion cost are also significantly related to their brand loyalty. At the same time, the brand loyalty of college students is also affected by the promotion, advertising and brand image. Finally, through the analysis of the empirical conclusions, combined with the current enterprise marketing measures, this paper puts forward some important practical suggestions for enterprises, and hopes that the research results of this paper can provide some information or reference for future researchers.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類號(hào)】：F273.2

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 侯瑩瑩;余國(guó)新;;乳制品消費(fèi)者品牌忠誠(chéng)度影響因素分析——以新疆烏魯木齊市為例[J];中國(guó)乳業(yè);2013年03期

相關(guān)碩士學(xué)位論文 前2條

1 李萬(wàn)軍;消費(fèi)體驗(yàn)與品牌忠誠(chéng)關(guān)系的實(shí)證研究[D];蘇州大學(xué);2012年

2 韓婧姝;太原高校學(xué)生手機(jī)品牌忠誠(chéng)度實(shí)證分析[D];山西財(cái)經(jīng)大學(xué);2012年

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本文編號(hào)：2423998