本文選題：消費(fèi)者涉入度　切入點(diǎn)：品牌關(guān)系質(zhì)量　出處：《山東大學(xué)》2015年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：伴隨著關(guān)系營(yíng)銷(xiāo)的理論及實(shí)踐的飛速發(fā)展,消費(fèi)者與品牌間的關(guān)系(文中簡(jiǎn)稱(chēng)為“品牌關(guān)系”)研究已然成為品牌關(guān)系營(yíng)銷(xiāo)的前沿課題。企業(yè)進(jìn)行品牌關(guān)系管理的用意在于留住老消費(fèi)者、發(fā)展新消費(fèi)者,并維持消費(fèi)者忠誠(chéng)。但盡管企業(yè)為管理品牌關(guān)系付出極大的努力,結(jié)果卻往往不如其預(yù)期中理想。究其原因,品牌關(guān)系是十分脆弱的,消費(fèi)者與品牌間的關(guān)系會(huì)隨著時(shí)間發(fā)生改變,已建立起的品牌關(guān)系可能會(huì)受到各種原因影響而斷裂抑或中止,甚至?xí)K止和消亡。但是,關(guān)系的斷裂并不意味著消費(fèi)者一定會(huì)與品牌永遠(yuǎn)斷聯(lián)。消費(fèi)者與品牌之間的關(guān)系可能會(huì)歷經(jīng)“建立-斷裂-再續(xù)”的動(dòng)態(tài)變化過(guò)程,意味著在某些特定的條件下,斷裂的關(guān)系仍有機(jī)會(huì)被企業(yè)修復(fù)。營(yíng)銷(xiāo)實(shí)踐表明,企業(yè)若能采取適當(dāng)修補(bǔ)斷裂關(guān)系的補(bǔ)救行為,則企業(yè)仍有機(jī)會(huì)與消費(fèi)者修復(fù)斷裂的品牌關(guān)系,這也是穩(wěn)定消費(fèi)者品牌關(guān)系、維持長(zhǎng)久發(fā)展的重要保證。消費(fèi)者涉入度對(duì)于消費(fèi)者重復(fù)購(gòu)買(mǎi)行為的影響也已被眾多學(xué)者所證明。但在品牌關(guān)系斷裂的情境下,消費(fèi)者涉入度是否依舊能夠影響消費(fèi)者對(duì)關(guān)系破裂的品牌的重購(gòu)行為,與品牌再續(xù)前緣?企業(yè)早期為通過(guò)提高消費(fèi)者涉入度來(lái)提高品牌關(guān)系質(zhì)量而付諸的努力,而在關(guān)系破裂后,破裂前較高的品牌關(guān)系質(zhì)量又是否能否為再續(xù)品牌關(guān)系提供幫助?因此,本文主要從消費(fèi)者的角度出發(fā),分析消費(fèi)者涉入度對(duì)品牌關(guān)系再續(xù)意向的影響作用,并選取消費(fèi)者品牌關(guān)系質(zhì)量作為中介變量進(jìn)行研究,以期能對(duì)我國(guó)現(xiàn)有品牌關(guān)系的研究作出些許貢獻(xiàn)。本研究通過(guò)發(fā)放調(diào)查問(wèn)卷收集有關(guān)消費(fèi)者涉入度對(duì)品牌關(guān)系再續(xù)意愿的影響方面的數(shù)據(jù),通過(guò)SPSS 19.0和AMOS 20.0統(tǒng)計(jì)軟件,對(duì)收集的數(shù)據(jù)進(jìn)行結(jié)構(gòu)方程模型統(tǒng)計(jì)分析,并對(duì)本研究提出的相關(guān)研究假設(shè)進(jìn)行驗(yàn)證。研究結(jié)果顯示,消費(fèi)者認(rèn)知涉入度對(duì)品牌關(guān)系質(zhì)量有顯著負(fù)向影響；消費(fèi)者情感涉入度對(duì)品牌關(guān)系質(zhì)量有顯著正向影響；品牌關(guān)系質(zhì)量對(duì)消費(fèi)者品牌關(guān)系再續(xù)意愿有顯著正向的影響；消費(fèi)者涉入度對(duì)消費(fèi)者品牌關(guān)系再續(xù)意愿有顯著正向的影響；此外,品牌關(guān)系質(zhì)量在消費(fèi)者涉入度與消費(fèi)者品牌關(guān)系再續(xù)意愿之間起中介作用。本研究的創(chuàng)新點(diǎn)主要是：驗(yàn)證了消費(fèi)者涉入度與品牌關(guān)系再續(xù)意愿之間的關(guān)系模型,對(duì)現(xiàn)有理論進(jìn)行補(bǔ)充；從消費(fèi)者視角出發(fā),通過(guò)實(shí)證分析研究了消費(fèi)者的涉入度和品牌關(guān)系質(zhì)量作為影響消費(fèi)者品牌關(guān)系再續(xù)意愿的前因變量,對(duì)品牌關(guān)系再續(xù)意愿的影響路徑。
[Abstract]:With the rapid development of relationship marketing theory and practice, The study of the relationship between consumers and brands (referred to as "brand relationship") has become a leading issue in brand relationship marketing. The intention of brand relationship management in enterprises is to retain old consumers and develop new consumers. And to maintain consumer loyalty. But despite the great efforts made by enterprises to manage brand relationships, the results are often not as ideal as expected. The reason for this is that brand relationships are very fragile. The relationship between consumer and brand will change over time, the established brand relationship may be affected by a variety of reasons to break down, stop, or even end and die. The relationship between the consumer and the brand may go through the dynamic process of "build-break-continue", which means that under certain conditions, the relationship between the consumer and the brand will not be connected with the brand forever. Marketing practice shows that if enterprises can take appropriate remedial actions to repair broken relationships, enterprises will still have the opportunity to repair broken brand relationships with consumers, which is also a way to stabilize consumer brand relationships. The influence of consumer involvement on consumer repeat purchase behavior has been proved by many scholars. However, in the context of broken brand relationship, the influence of consumer involvement on repeated purchase behavior has been proved by many scholars. Will the involvement of consumers still affect the repurchase behavior of the brand that the relationship is broken down, and the brand will continue to be the leading edge? The early efforts of enterprises to improve the quality of brand relationships by increasing the involvement of consumers, and after the breakdown of the relationship, can the higher quality of brand relationships before break down to provide help for the continuation of brand relationships? Therefore, this paper mainly from the perspective of consumers, analyzes the impact of consumer involvement on the intention to continue the brand relationship, and selects the quality of consumer brand relationship as an intermediary variable to study. In order to make some contribution to the research of brand relationship in China, this study collected the data on the influence of consumer involvement on brand relationship renewal intention by issuing questionnaires, and through SPSS 19.0 and AMOS 20.0 statistical software, Statistical analysis of the data collected by structural equation model and validation of the relevant research hypotheses proposed in this study. The results show that consumer cognitive involvement has a significant negative impact on the quality of brand relationship; Consumer affective involvement has a significant positive impact on brand relationship quality, brand relationship quality has a significant positive impact on consumer brand relationship re-continuation willingness, consumer involvement degree has significant positive impact on consumer brand relationship re-continuation willingness. In addition, brand relationship quality plays an intermediary role between consumer involvement and consumers' willingness to continue brand relationship. The innovation of this study is to verify the relationship model between consumer involvement and brand relationship recontinuity. From the perspective of consumers, this paper studies the degree of involvement of consumers and the quality of brand relationships as the pre-dependent variables that affect consumers' willingness to continue brand relationships. The influence path to brand relationship recontinuation will.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F274

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