乳品品牌形象对消费者购买行为影响的实证研究
发布时间：2019-04-29 16:03
【摘要】： 随着经济改革的深入,中国的消费环境发生了巨大的变化,消费结构和能力得到持续改善,消费者收入增长迅速,人民更加注重乳品的消费,乳品消费过程中品牌购买特征日益显现;同时,随着中国加入世贸组织之后,市场竞争变得异常激烈,但国内很多乳品企业竞争手段贫乏,为求生存和发展,中国乳品企业界对品牌建设的呼声日益高涨。 本文就是基于我国乳品品牌建设存在的现实问题和理论研究的不足,应用贝尔品牌形象测量模型,结合国内其他学者的一些研究成果,在文献回顾的基础上,发展出适合我国乳品消费者特征的品牌形象与消费者购买行为关系的测量量表,并以蒙牛牛奶为研究产品,以在校大学生为研究对象,进行问卷调查,得到有效调查问卷487份,用来探索性地分析品牌形象三个构面对乳品消费者购买行为的影响作用。 通过对调查数据的整理,运用SPSS专业统计软件,经过描述性统计、方差分析、因子分析、相关分析和回归分析,得到一系列的研究结论,研究结论表明,调查问卷具有较高的信度和效度;品牌形象具分为公司形象、产品或服务自身形象和使用者形象三个构面是比较合理的,三个构面都对乳品消费者购买行为有影响,其中产品或服务自身形象的影响作用最为显著;同时发现三者之间的相互影响作用不太显著,并通过因子分析和回归分析结果发现,在乳品消费者购买过程中,公司能力和责任感以及使用者的生活方式、价值观等软性属性日益重要,这是一种新的趋势,值得乳品企业去研究和实践。
[Abstract]:With the deepening of economic reform, China's consumption environment has undergone tremendous changes, the consumption structure and capacity have been continuously improved, consumer income has grown rapidly, and the people have paid more attention to the consumption of dairy products. In the process of dairy consumption, the characteristics of brand purchase are becoming more and more obvious. At the same time, with China's accession to the WTO, the market competition has become extremely fierce, but many domestic dairy enterprises lack the means of competition. In order to survive and develop, the calls for brand building in Chinese dairy enterprises are increasing day by day. This paper is based on the realistic problems existing in the construction of dairy brand in our country and the deficiency of theoretical research, applying the Bell brand image measurement model, combining with some research results of other domestic scholars, on the basis of literature review, A measurement scale was developed to measure the relationship between brand image and consumer purchase behavior suitable for dairy consumers in China, and 487 valid questionnaires were obtained by taking Mengniu milk as the research product and college students as the research object, and carrying out a questionnaire survey on the relationship between the brand image and the consumer purchase behavior of dairy consumers in China. It is used to analyze the influence of brand image on dairy consumers' buying behavior. Through sorting out the survey data, using SPSS professional statistical software, through descriptive statistics, variance analysis, factor analysis, correlation analysis and regression analysis, a series of research conclusions are obtained. The questionnaire has high reliability and validity. Brand image can be divided into three parts: company image, product or service image and user image, all of which have an impact on dairy consumers' buying behavior, and the brand image is divided into three parts: company image, product or service image and user image. Among them, the influence of product or service self-image is the most significant; At the same time, it is found that the interaction among them is not significant, and the results of factor analysis and regression analysis show that in the process of purchasing dairy products, the ability and responsibility of the company and the way of life of the users can be found. Soft attributes, such as values, are becoming more and more important, which is a new trend and worthy of study and practice by dairy enterprises.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F426.82;F713.55;F224
本文编号：2468344
[Abstract]:With the deepening of economic reform, China's consumption environment has undergone tremendous changes, the consumption structure and capacity have been continuously improved, consumer income has grown rapidly, and the people have paid more attention to the consumption of dairy products. In the process of dairy consumption, the characteristics of brand purchase are becoming more and more obvious. At the same time, with China's accession to the WTO, the market competition has become extremely fierce, but many domestic dairy enterprises lack the means of competition. In order to survive and develop, the calls for brand building in Chinese dairy enterprises are increasing day by day. This paper is based on the realistic problems existing in the construction of dairy brand in our country and the deficiency of theoretical research, applying the Bell brand image measurement model, combining with some research results of other domestic scholars, on the basis of literature review, A measurement scale was developed to measure the relationship between brand image and consumer purchase behavior suitable for dairy consumers in China, and 487 valid questionnaires were obtained by taking Mengniu milk as the research product and college students as the research object, and carrying out a questionnaire survey on the relationship between the brand image and the consumer purchase behavior of dairy consumers in China. It is used to analyze the influence of brand image on dairy consumers' buying behavior. Through sorting out the survey data, using SPSS professional statistical software, through descriptive statistics, variance analysis, factor analysis, correlation analysis and regression analysis, a series of research conclusions are obtained. The questionnaire has high reliability and validity. Brand image can be divided into three parts: company image, product or service image and user image, all of which have an impact on dairy consumers' buying behavior, and the brand image is divided into three parts: company image, product or service image and user image. Among them, the influence of product or service self-image is the most significant; At the same time, it is found that the interaction among them is not significant, and the results of factor analysis and regression analysis show that in the process of purchasing dairy products, the ability and responsibility of the company and the way of life of the users can be found. Soft attributes, such as values, are becoming more and more important, which is a new trend and worthy of study and practice by dairy enterprises.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F426.82;F713.55;F224
【引证文献】
相关期刊论文 前1条
1 高保军;;浅谈加强乳制品质量监督管理的措施[J];China's Foreign Trade;2011年04期
相关硕士学位论文 前10条
1 陈丹;高校形象建设评价指标体系的构建及运用[D];昆明理工大学;2010年
2 王淑贞;乳品品牌危机管理研究[D];中南林业科技大学;2010年
3 杨君威;生活方式和品牌形象影响服装购买行为的机理研究[D];东华大学;2011年
4 刘波;品牌形象对消费者购买意愿影响研究[D];中南大学;2010年
5 赵晓岑;企业网站品牌形象传播效果的研究[D];中南大学;2011年
6 刘云;河北省乳产品消费需求及其对策的数学模型研究[D];河北科技大学;2012年
7 蒋波;中国乳品企业食品安全危机预警管理研究[D];首都经济贸易大学;2009年
8 王艳芬;消费者选择零售商自有品牌影响因素研究[D];西安理工大学;2010年
9 杨俐;我国居民乳品消费及促销效应的研究[D];中国农业科学院;2010年
10 王明明;乳制品品牌定位感知差异实证研究[D];郑州大学;2012年
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