本文選題：品牌形象　切入點(diǎn)：感知風(fēng)險(xiǎn)　出處：《東北大學(xué)》2009年碩士論文　論文類型：學(xué)位論文

【摘要】：在現(xiàn)今的市場(chǎng)競(jìng)爭(zhēng)中,品牌形象已經(jīng)逐漸成為新的競(jìng)爭(zhēng)優(yōu)勢(shì)來源,有沒有良好且鮮明的品牌形象,是衡量一個(gè)企業(yè)成功與否的重要指標(biāo)。企業(yè)的品牌形象深入人心,能為企業(yè)與顧客的溝通搭建橋梁,創(chuàng)造顧客價(jià)值,促進(jìn)產(chǎn)品或服務(wù)的購(gòu)買,從而為企業(yè)創(chuàng)造財(cái)富。 品牌形象影響顧客價(jià)值的創(chuàng)造,對(duì)此學(xué)者們已經(jīng)做了大量的研究工作,研究結(jié)果也證實(shí)了這一論斷。然而,多數(shù)研究沒有說明品牌形象是如何影響顧客價(jià)值的,對(duì)其深層機(jī)理并未給出科學(xué)的解釋。因此,借鑒前人已有的研究成果,科學(xué)地研究品牌形象對(duì)顧客價(jià)值的影響機(jī)制,總結(jié)品牌形象建設(shè)的一般性規(guī)律,對(duì)企業(yè)合理配置有限資源和提高品牌建設(shè)效率具有重大意義。 本研究在大量文獻(xiàn)回顧的基礎(chǔ)上,構(gòu)建了一個(gè)理論研究框架。該框架由前因變量(品牌形象的三個(gè)子形象：產(chǎn)品形象、公司形象、使用者形象)、中介變量(感知風(fēng)險(xiǎn))、結(jié)果變量(顧客價(jià)值)三類變量和相應(yīng)的路徑關(guān)系組成,希望借此框架來解釋品牌形象對(duì)顧客價(jià)值的影響途徑及影響程度。本研究以中國(guó)手機(jī)行業(yè)為例,通過預(yù)調(diào)查對(duì)初始問卷的效度與信度分析來篩選量表題目并形成最終問卷,而后通過對(duì)問卷進(jìn)行SEM分析,得到研究結(jié)論如下：品牌形象的三個(gè)子形象,即產(chǎn)品形象、公司形象和使用者形象,均對(duì)顧客價(jià)值有直接正向影響,且直接影響均為主效應(yīng),感知風(fēng)險(xiǎn)對(duì)顧客價(jià)值有負(fù)向的影響作用,同時(shí),產(chǎn)品形象與公司形象還通過感知風(fēng)險(xiǎn)對(duì)顧客價(jià)值產(chǎn)生間接影響。從影響程度上看,產(chǎn)品形象對(duì)顧客價(jià)值的影響程度最大,公司形象次之,使用者形象最弱。
[Abstract]:In the current market competition, brand image has gradually become a new source of competitive advantage. Whether there is a good and distinct brand image is an important indicator to measure the success of an enterprise. It can build bridges between enterprises and customers, create customer value, promote the purchase of products or services, and thus create wealth for enterprises. Many scholars have done a lot of research on the influence of brand image on the creation of customer value, which has been confirmed by the research results. However, most of the studies do not explain how brand image affects customer value. There is no scientific explanation for the deep mechanism of brand image. Therefore, the influence mechanism of brand image on customer value is studied scientifically, and the general law of brand image construction is summarized. It is of great significance for enterprises to allocate limited resources rationally and improve the efficiency of brand building. On the basis of a lot of literature review, this study constructs a theoretical research framework, which consists of three sub-images of brand image: product image, corporate image, predependent variable. User image, intermediary variable (perceived risk), result variable (customer value) and corresponding path relationship, I hope to use this framework to explain the impact of brand image on customer value. This study takes the Chinese mobile phone industry as an example to screen the questionnaire title and form the final questionnaire through pre-investigation of the validity and reliability analysis of the initial questionnaire. Then through the SEM analysis of the questionnaire, the conclusions are as follows: the three sub-images of the brand image, namely, the product image, the company image and the user image, all have a direct positive impact on customer value, and the direct impact is the main effect. Perceived risk has a negative impact on customer value, and at the same time, product image and company image have indirect influence on customer value through perceived risk. The company image is second, the user image is the weakest.
【學(xué)位授予單位】：東北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F274;F224

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本文編號(hào)：1619939