發(fā)布時(shí)間：2018-12-12 05:05

【摘要】：隨著大學(xué)生自主消費(fèi)意識(shí)的不斷增強(qiáng),他們獨(dú)特的性格特征就形成了獨(dú)特的消費(fèi)行為。因此,本文將當(dāng)代大學(xué)生的性格色彩與品牌依戀進(jìn)行綜合研究,分析兩者內(nèi)在機(jī)理,從而認(rèn)識(shí)大學(xué)生的消費(fèi)趨勢(shì),為企業(yè)產(chǎn)品設(shè)計(jì)與研發(fā)開(kāi)拓思路,為商家開(kāi)拓市場(chǎng)創(chuàng)新?tīng)I(yíng)銷(xiāo)策略。 通過(guò)預(yù)調(diào)研與正式調(diào)研的方式深入了解大學(xué)生性格色彩和品牌依戀的關(guān)系,將收集到的數(shù)據(jù)通過(guò)SPSS17.0進(jìn)行定量分析,深入研究大學(xué)生品牌依戀的影響維度,采用的數(shù)據(jù)分析方法有描述性分析、可靠性分析、因子分析、相關(guān)分析、多因素方差分析、獨(dú)立樣本t檢驗(yàn)和單因素方差分析。 研究結(jié)論如下：1.品牌依戀包含四個(gè)維度：關(guān)系管理、品牌-自我一致、情感聯(lián)結(jié)和信任保障。2.性格色彩和品牌依戀具有相關(guān)性。紅色性格的人與信任保障因子有比較顯著相關(guān)性；藍(lán)色性格人與關(guān)系管理和情感聯(lián)結(jié)因子有比較顯著相關(guān)性；黃色性格的人與品牌-自我一致性因子有比較顯著相關(guān)性；綠色性格的人對(duì)品牌依戀各維度均無(wú)顯著相關(guān)性。3.關(guān)系管理、信任保障和情感聯(lián)結(jié)均對(duì)行為忠誠(chéng)有顯著正向影響作用,信任保障維度對(duì)態(tài)度忠誠(chéng)有正向影響作用。4.人口統(tǒng)計(jì)學(xué)變量中的年齡結(jié)構(gòu)和學(xué)生來(lái)源對(duì)品牌依戀各維度均無(wú)顯著差異；學(xué)歷相比：本科學(xué)生更注重關(guān)系管理維度；男女同學(xué)相比：男同學(xué)更關(guān)注關(guān)系管理維度、女同學(xué)更關(guān)注信任保障維度；專(zhuān)業(yè)相比：文科學(xué)生更在乎信任保障維度。 針對(duì)性格色彩的個(gè)性特征,給企業(yè)和商家提出以下幾點(diǎn)建議： 1.對(duì)于黃色性格的人應(yīng)注重品牌-自我一致性維度。品牌個(gè)性化的產(chǎn)品設(shè)計(jì)和獨(dú)特的營(yíng)銷(xiāo)策略是贏(yíng)得黃色性格人依戀的殺手锏。 2.對(duì)于藍(lán)色性格的人要重視關(guān)系管理和情感聯(lián)結(jié)維度。引導(dǎo)消費(fèi)積極體驗(yàn),加強(qiáng)消費(fèi)者與品牌之間的情感聯(lián)結(jié),從而建立良好的品牌關(guān)系,是增強(qiáng)品牌依戀的重要保證。 3.對(duì)于紅色性格的人要注重信任保障維度。要想抓牢紅色性格的人,強(qiáng)化品質(zhì)地位是關(guān)鍵。借助科學(xué)技術(shù)手段,不斷提升企業(yè)的人力、人才、產(chǎn)品、服務(wù)等要素,讓消費(fèi)者從心里完全信賴(lài)。
[Abstract]:With the increasing of college students'independent consumption consciousness, their unique personality characteristics form their unique consumption behavior. Therefore, this paper makes a comprehensive study of contemporary college students' personality color and brand attachment, analyzes the internal mechanism of both, so as to understand the consumption trend of college students, and open up ideas for product design and R & D of enterprises. Open up new marketing strategies for merchants. Through the way of pre-investigation and formal investigation, the relationship between college students' personality color and brand attachment is deeply understood, and the data collected is quantitatively analyzed through SPSS17.0, and the influence dimension of brand attachment of college students is deeply studied. The data analysis methods used include descriptive analysis, reliability analysis, factor analysis, correlation analysis, multivariate ANOVA, independent sample t-test and single-factor ANOVA. The conclusions are as follows: 1. Brand attachment includes four dimensions: relationship management, brand-self consistency, emotional connection and trust protection. 2. Personality color and brand attachment have a correlation. There was a significant correlation between red personality and trust guarantee factor, blue personality with relationship management and affective bonding factor, yellow personality with brand self-consistency factor. There was no significant correlation between green personality and brand attachment. 3. 3. Relationship management, trust guarantee and emotional connection all have significant positive effects on behavior loyalty, and trust guarantee dimension has positive effect on attitude loyalty. 4. There was no significant difference in the age structure and student origin of the demographic variables in each dimension of brand attachment, and compared with the academic background, the undergraduate students paid more attention to the relationship management dimension. Compared with male students, male students pay more attention to the dimension of relationship management, female students pay more attention to the dimension of trust security; compared with majors, liberal arts students care more about the dimension of trust security. In view of the personality characteristics of color, give enterprises and businesses the following suggestions: 1. For yellow personality people should pay attention to the brand-self-consistency dimension. Brand personalized product design and unique marketing strategy is to win yellow personality attachment killer mace. 2. For the blue personality people should attach importance to the relationship management and emotional connection dimension. It is an important guarantee to strengthen brand attachment by guiding the positive experience of consumption, strengthening the emotional connection between consumers and brands, and thus establishing a good brand relationship. 3. For the red character of the people should pay attention to the dimension of trust protection. To grasp the red character of the person, strengthen the quality of the status is the key. With the help of scientific and technological means, the enterprise's personnel, talents, products, services and other elements, so that consumers completely trust from the heart.
【學(xué)位授予單位】：大連交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類(lèi)號(hào)】：G645.5;F273.2

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