品牌认知对消费者感知质量影响的研究

发布时间：2018-02-08 08:19

  本文关键词： 品牌认知 品牌知觉 品牌意识 企业认知 品牌个性 感知质量 产品知识　出处：《北京邮电大学》2011年博士论文　论文类型：学位论文

【摘要】：在技术高度发展的今天,产品或服务变得非常复杂,对于普通消费者来说,很难获取和理解客观评价产品或服务质量的全部技术指标,消费者在评估产品或服务的质量时,往往采用一系列的线索主观地评判产品或服务的质量。品牌是消费者主观判断产品质量时通常会选取的线索之一,越来越多的企业也开始意识到,最有价值的财产之一就是与各种产品和服务相联系的品牌。 本研究采用理论分析与实证研究相结合的方法,探讨消费者品牌认知对感知质量的影响关系。在文献回顾的基础上,综述了品牌认知、感知质量的相关文献,并梳理国内外研究现状,构建品牌认知影响感知质量的概念模型,探讨了不同消费者群体对品牌认知与感知质量关系的差异性,并针对概念模型中的二阶因子对感知质量的影响关系进行了分析。 本研究的创新点及主要结论如下： 1、使用定性研究方法获取品牌认知内涵。笔者利用定性试验方法自由联想法、凯利方格技术和阶梯访问法收集消费者的品牌联想内容,并对收集到的结果进行整理和分析,得到消费者品牌认知内容的测量项目池。经过初步的定性分析并结合相关文献,将消费者的品牌认知划分为品牌意识、企业认知、品牌个性、利益认知、产品知识和主观流行性6个方面。 2、构建了品牌认知不同构面对感知质量影响的概念模型,并将产品知识作为调节变量引入到品牌认知对感知质量的影响关系中,探讨具备不同产品知识的消费者群体对品牌认知与感知质量关系的差异性。在消费者品牌认知6个构面中,有5个构面对感知质量影响显著,其中主观流行性对消费者感知质量影响作用最大,其次是企业认知,再次为品牌个性认知和品牌意识,而心理利益认知对感知质量的影响不显著。感知质量对购买的意愿影响强显著,进一步验证了感知质量是消费者购买意愿的重要影响因素。 通过AMOS多群组分析表明,发现产品知识对品牌认知作用于感知质量的效果有很强的调节作用。产品知识较少的消费者,品牌意识、企业认知、利益认知及主观流行性认知对感知质量的影响作用明显高于产品知识较多的消费者群体。同时研究也发现,品牌个性对具备较多产品知识的消费群体来说,对感知质量的影响作用是大于产品知识较少的群体。 3、笔者针对概念模型中的二阶因子对感知质量的影响关系进行了分析,通过实证研究揭示了有显著影响的品牌认知构面的二阶因子对感知质量的影响作用程度及路径。 (1)在消费者企业认知中,企业社会责任认知对中国消费者产品感知质量影响最大,其次是员工形象,最后是企业能力。 (2)在中国文化环境下,品牌个性中的“雅”和“仁”对消费者感知质量影响显著,从而在品牌个性维度本土化研究基础上,对中国品牌个性与消费者行为的相关理论进行了拓展。 4、笔者构建品牌意识二阶因子与品牌知觉四个构面概念模型,列品牌认知内部结构进行分析。通过实证研究探讨基于关联网络记忆模型下,信息的不同获取渠道和激活能量强度对记忆节点内容的影响作用以及品牌记忆节点内部的影响关系分析。(1)口头传播与广告传播相比,对品牌知觉4个构面的影响作用更强,消费者品牌回忆即品蜱第一提及率和品牌-产品类别的联想对品牌知觉的4个构面影响作用显著,且对消费者品牌主观流行性认知影响作用最大。品牌关注度对品牌知觉4个构面企业认知、品牌个性认知、利益认知、主观流行性认知影响作用均没有通过显著性检验。(2)在品牌知觉内部结构影响关系分析中,验证了西方学者关于企业认知对品牌个性形成的影响作用。
[Abstract]:In the rapid development of technology today, products or services become very complicated, for ordinary consumers, it is difficult to obtain and understand the objective evaluation of the quality of the product or service of all the technical indicators, consumers in the quality evaluation of the product or service quality, often using a series of clues to the subjective evaluation of the product or service brand is one of the clues. Will usually select the consumer subjective judgment of product quality, more and more enterprises are beginning to realize that one of the most valuable property is associated with a variety of products and service brand.
This research adopts the method of combination of theoretical analysis and empirical research, to explore the relationship between consumer brand cognition effects on perceived quality. On the basis of literature review, summarizes the related literature brand awareness, perceived quality, and combs the research status at home and abroad, to build the brand cognitive conceptual model of influencing perceived quality, discusses the difference of the relationship between brand awareness and perceived quality of different consumer groups, and analyzed for the two order factor in the conceptual model impact on perceived quality.
The innovative points and main conclusions of this study are as follows:
1, the use of qualitative research methods to obtain the connotation of brand recognition. Using the methods of qualitative test method of free association, brand repertory grid technique and ladder access method to collect consumer association content, and to collect the results of the collation and analysis, get the consumer brand awareness content measurement project pool. After the qualitative analysis and combining with the preliminary the cognitive literature, brand awareness into the consumer for the brand awareness, corporate awareness, brand personality, interests, 6 aspects of product knowledge and subjective epidemic.
2, build a conceptual model of brand cognition of different aspects of the impact of perceived quality, and product knowledge as a moderating variable to the brand cognitive effects on perceived quality relationship, to explore the knowledge of different consumer products group differences on the relationship between brand awareness and perceived quality. In the consumer brand awareness in 6 dimensions. There are 5 dimensions of perceived quality influence, the effect of subjective epidemic perceived quality, followed by the enterprise again cognition, brand personality and brand awareness, but not significantly affect the psychological benefits cognition on perceived quality. Influence of perceived quality on purchase intention significantly, further validation of the perceived quality important factors affecting consumer purchase intention.
The AMOS multi group analysis showed that the effect of brand awareness and product knowledge discovery on the perceived quality of the regulatory role of strong product knowledge. Fewer consumers, brand awareness, corporate interests and subjective cognition, cognitive popular cognitive effects on perceived quality effect significantly higher than the more knowledge products consumer groups at the same time also. Found that the brand personality to have more knowledge of the product consumer groups, influence on the perceived quality of products is greater than the less knowledge group.
3, the author analyzes the relationship between the two order factors and the perceived quality in the conceptual model, and reveals the influence degree and path of the two order factor on perceived quality through the empirical research.
(1) in the consumer enterprise cognition, corporate social responsibility cognition has the greatest impact on the perceived quality of Chinese consumers, followed by the employee image, and finally the enterprise ability.
(2) under the Chinese cultural environment, "elegance" and "benevolence" in brand personality have a significant impact on consumers' perceived quality. Based on the localization research of brand personality dimension, the related theories of brand personality and consumer behavior in China are expanded.
4,绗旇，

本文编号：1495012