手机的品牌联想对消费者行为倾向的影响研究

发布时间：2018-04-04 02:00

本文选题：手机　切入点：品牌联想　出处：《大连理工大学》2009年硕士论文

【摘要】： 随着生活水平的日益提高,手机已经成为人们日常生活的必需品,同时消费者在购买手机的过程中对于品牌的关注程度也越来越高。不同的手机品牌会在消费者中产生不同的联想内容,这些联想又会促使消费者产生各种不同的行为倾向。本文从这个思路出发,运用实证分析的方法,研究手机的品牌联想对消费者行为倾向的影响。在分析二者影响关系的过程中,找出了消费者不同行为倾向的影响因素,为企业在制定手机品牌策略时提供了详细的指导性建议,从而能够使企业更加准确地达到预期的消费者行为倾向,在为企业创造更大价值的同时,建立更强的品牌竞争优势。本文在前人研究的基础上,对手机品牌联想新增加了企业联想维度,根据以往文献提出相关假设,参考国内外已有的量表与问卷,通过问卷调查的方法,并运用描述性统计分析、相关分析、回归分析等统计方法分析了手机的品牌联想与消费者行为倾向的关系,找出了主要的影响要素,假设大部分都成立,个别假设不成立。研究结果显示: 消费者对于手机品牌的推荐倾向主要受个性识别、地位识别和品质保证三个因素影响。消费者对于手机品牌的重购倾向主要受个性识别、社会认同和品质保证三个因素积极影响。消费者对于手机品牌的溢价购买倾向主要受地位识别、品质保证和企业联想三个因素积极影响。能使消费者产生期待延伸产品倾向的主要因素有个性联想、地位联想和品质联想三个方面。依照研究分析的结果,本文为企业的品牌策略提供了可行性建议。这些建议将为领导者制定手机品牌战略时提供帮助。
[Abstract]:With the increasing living standard, mobile phone has become a necessity of people's daily life, at the same time, consumers in the purchase of mobile phone in the degree of attention to the brand is more and more high. The different mobile phone brand associations of different consumers, these associations will encourage consumers to produce a variety of different from the behavior. Thinking of using the empirical analysis method, research on mobile phone brand association impact on consumer behavior intention. In the analysis of the two impact process, find out the factors influencing consumers' different behavior, for enterprises to provide guidance and advice with the brand strategy in the mobile phone, which can make the enterprise more accurately. To the consumer behavior in the expected, to create greater value for the enterprise at the same time, to establish a stronger brand competitive advantage.
Based on the previous research, the mobile phone brand Lenovo Lenovo enterprise adds a new dimension, put forward relevant assumptions based on previous literature, questionnaire reference at home and abroad, through the questionnaire survey method, and the use of descriptive statistical analysis, correlation analysis, regression analysis and other statistical methods to analyze the relationship of brand associations and consumer behavior the tendency of mobile phone, find out the main influence factors, most assumptions are established, individual assumptions are not true.
The results of the study show that:
The tendency of consumers to recommend a mobile phone brand is mainly influenced by three factors: personality identification, status identification and quality assurance.
The tendency of consumers to buy a mobile phone brand is mainly influenced by personality, social identity and quality assurance three factors.
Consumers' preference for the premium purchase of mobile phone brands is mainly identified by status, and three factors are positively affected by quality assurance and corporate association.
The main factors that enable consumers to expect to extend product tendencies are three aspects of personality Association, status association and quality association.
According to the results of research and analysis, this paper provides feasible suggestions for brand strategy of enterprises. These suggestions will help leaders to make mobile brand strategy.

【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2

【引证文献】