本文關(guān)鍵詞：微信品牌個(gè)性和消費(fèi)者個(gè)性的實(shí)證研究　出處：《云南財(cái)經(jīng)大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

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【摘要】：網(wǎng)絡(luò)屬于新興媒體的代表,其日新月異的發(fā)展讓每個(gè)人的生活悄無聲息地發(fā)生著天翻地覆的變化。利用網(wǎng)絡(luò),人們結(jié)交到更多的朋友,交換著彼此不同的思想,消費(fèi)者可以隨時(shí)隨地買到自己所需要的商品。網(wǎng)絡(luò)經(jīng)濟(jì)時(shí)代下,消費(fèi)方式發(fā)生了重要的變革,微信作為網(wǎng)絡(luò)發(fā)展相伴而生的產(chǎn)物,這個(gè)虛擬的網(wǎng)絡(luò)平臺(tái)與消費(fèi)者的接觸越來越密切。品牌個(gè)性是區(qū)別各個(gè)不同品牌之間重要參考的依據(jù),消費(fèi)者個(gè)性是企業(yè)進(jìn)行營(yíng)銷活動(dòng)的根本出發(fā)點(diǎn)。學(xué)者們以往研究品牌個(gè)性主要針對(duì)于實(shí)物的品牌。在新的消費(fèi)環(huán)境下,關(guān)于品牌個(gè)性和消費(fèi)者個(gè)性的研究在都存在著數(shù)量方面和深度方面的不足,網(wǎng)絡(luò)環(huán)境下關(guān)于產(chǎn)品的品牌個(gè)性和消費(fèi)者個(gè)性的研究需要進(jìn)一步的加深。本文研究以微信為代表的網(wǎng)絡(luò)品牌的品牌個(gè)性和消費(fèi)者個(gè)性的維度并且探究二者之間的影響關(guān)系。本文首先研究了有關(guān)品牌個(gè)性和消費(fèi)者個(gè)性的文獻(xiàn)資料,歸納和總結(jié)了微信的使用以及營(yíng)銷、品牌個(gè)性、消費(fèi)者個(gè)性以及品牌個(gè)性和消費(fèi)者個(gè)性的影響關(guān)系的理論。本文采用實(shí)證研究方法,參照了美國(guó)著名學(xué)者Jenniffer Aaker的品牌個(gè)性維度量表以及黃勝兵,盧泰宏關(guān)于中國(guó)文化背景設(shè)計(jì)的量表選擇出品牌個(gè)性的描述詞匯,參照了Mc Crae和Costa的消費(fèi)者個(gè)性的大五模型和我國(guó)學(xué)者王登峰、崔紅的中國(guó)七大人格理論模型設(shè)計(jì)出消費(fèi)者個(gè)性的描述詞語(yǔ),并結(jié)合訪談法等設(shè)計(jì)出一份關(guān)于微信的品牌個(gè)性和消費(fèi)者個(gè)性的量表問卷,進(jìn)行預(yù)調(diào)查并修改形成最終的量表問卷。對(duì)樣本調(diào)查獲得有效數(shù)據(jù)之后利用SPSS17.0和LISREL8.70軟件劃分了微信的品牌個(gè)性和消費(fèi)者個(gè)性的維度,分析了微信的品牌個(gè)性和消費(fèi)者個(gè)性各個(gè)維度之間的影響關(guān)系。研究結(jié)果表明,品牌個(gè)性可以劃分為時(shí)尚新穎、歡樂主動(dòng)、實(shí)惠可靠、成熟英明這四個(gè)維度。消費(fèi)者個(gè)性可以劃分為活躍外向、精明干練、直率利他、沖動(dòng)興奮這四個(gè)維度,消費(fèi)者個(gè)性的各個(gè)維度對(duì)品牌個(gè)性的各維度存在著影響作用。最后,本文根據(jù)研究發(fā)現(xiàn)的結(jié)論提出了在網(wǎng)絡(luò)經(jīng)濟(jì)時(shí)代背景下企業(yè)進(jìn)行營(yíng)銷活動(dòng)的建議。
[Abstract]:The network belongs to the representative of the emerging media, its development with each passing day makes everyone's life quietly take place the earth-shaking change. Using the network, people make more friends and exchange different ideas. Consumers can buy the goods they need at any time and anywhere. In the era of network economy, the consumption mode has undergone important changes. WeChat is the product of the development of the network. This virtual network platform is more and more closely connected with consumers. Brand personality is an important reference for distinguishing different brands. Consumer personality is the fundamental starting point of marketing activities. Scholars used to study brand personality mainly aimed at the real brand. In the new consumption environment. The research on brand personality and consumer personality is insufficient in quantity and depth. The research on brand personality and consumer personality of products need to be further deepened under the network environment. This paper studies the dimensions of brand personality and consumer personality of online brand represented by WeChat and explores the relationship between the two. First of all, this paper studies the literature about brand personality and consumer personality. Summarized the use of WeChat and marketing, brand personality, consumer personality and the relationship between brand personality and consumer personality. Referring to the famous American scholar Jenniffer Aaker's brand personality dimension scale and Huang Shengbing, Lu Taihong's scale about Chinese cultural background design selects the description vocabulary of brand personality. Referring to the "Big five" model of consumer personality of MC Crae and Costa and Chinese scholars Wang Dengfeng and Cui Hong's seven personality theory models, the description words of consumer personality are designed. And combined with interviews and other design of WeChat brand personality and consumer personality questionnaire. After obtaining valid data from the sample survey, the brand personality and consumer personality of WeChat were divided by using SPSS17.0 and LISREL8.70 software. The dimension of. The influence relationship between brand personality and consumer personality of WeChat is analyzed. The results show that brand personality can be divided into fashionable, active, affordable and reliable. The four dimensions of mature wisdom. Consumer personality can be divided into active extroversion, shrewd and able, direct altruism, impulsive excitement these four dimensions. Each dimension of consumer personality has influence on each dimension of brand personality. Finally, according to the findings of the study, this paper puts forward some suggestions for enterprises to carry out marketing activities under the background of network economy era.
【學(xué)位授予單位】：云南財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F724.6;F273.2

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