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中国情境下怀旧对老字号品牌偏好的影响因素研究_MBA毕业论文DOC

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文本描述
摘要
进入新世纪以来,中国社会经济发展迅猛,处于快速动荡转型期,不安全感
成为消费者的常态,人们越来越怀旧,以寻求内心上的安慰,近几年来国内众多
老品牌如回力、百雀羚等也掀起了一股怀旧风

本文不同于当下大多数的怀旧领域的研究,相对于把怀旧看作组成广告、产
品和品牌的一部分,本文意在把怀旧界定为一种与偶然发生的情绪,也就是说这
种情绪也是与产品或品牌无关的,并结合社会环境即消费者不安全感和产品因素
即产品类别,探索怀旧对老字号品牌偏好的影响及消费者不安全感和产品类别的
调节作用

本文研究采用情景设计和问卷调查进行定量研究,通过(2怀旧组和控制组)
×2(享乐组和实用组)的组间设计进行研究设计,其中研究所选品牌中享乐组
为张裕和长城、老凤祥和六福珠宝,实用组为恒源祥和鄂尔多斯、东来顺和海底
捞,本文调查利用导师上课之利先后进行预测验和正式调研,调查对象为在校大
学生、研究生、MBA 等,其中正式调研中剔除无效问卷收集 170 份数据

针对有效问卷进行分析 ,主要结论如下:
第一,本文基于调研所收集的有效数据,通过回归分析验证了怀旧情绪对消
费者老字号品牌偏好影响和消费者不安全感、产品类别、年龄和性别的调节作用,
数据分析结果表明这种偶发性独立的怀旧情绪可以提高消费者对老字号品牌的
偏好和购买意愿。这种把怀旧独立于产品或品牌,只作为一种偶然发生的情绪,
为将来的怀旧相关研究启发了一个新的研究角度

第二,本文综合考虑社会环境对消费者行为的影响,选取消费者不安全感作
为社会因素变量,数据分析发现消费者不安全感越高,怀旧情绪对老字号品牌偏
好的作用更强,扩展了国内关于消费者不安全感和怀旧消费行为的研究,但是并
不是所有的不安全感都会促进消费者怀旧对老字号品牌产生偏好的,其中消费者
不安全感的四个维度中,只有社会不安全感和发展不安全感正向调节作用

第三,本文还研究了产品类别和消费者特征的调节效应,虽然在产品类别方
面上粗略地分为享乐性和实用性,消费者特征上选取了年龄和性别两个基本统计
信息,扩宽了怀旧与老字号品牌的研究,研究结果发现产品类别和性别都具备显
著的调节作用,其中实用性和男性的调节作用相比较而言更强,这表明在怀旧与
老字号品牌消费行为研究中,可以根据产品类别、性别等因素来进一步深入研究

关键词:怀旧,消费者不安全感,老字号品牌,产品类别,品牌偏好II
ABSTRACT
In the new century, China&39;s rapid socio-economic development, rapid transition
period in turmoil, insecurity become the norm of consumers, people increasingly
nostalgic to seek inner comfort in recent years, many domestic brands such as Warrior,
Pechion and so also set off a nostalgia.
This research is different from the existing nostalgia consumer behavior research,
not the nostalgia as advertising, products and brand components, but the nostalgia as a
brand has nothing to do with occasional emotions, combined with the social
environment that consumer insecurity and products Factors that the product category,
to explore the impact of nostalgia on the time-honored brand preference and consumer
insecurity and product category regulation.
In this study, we used the scenario design and questionnaires to carry out
quantitative research, through 2 (nostalgia group and control group) ×2 (hedonic group
and practical group) between the design of the study group, which studied the selected
group for the pleasure group Changyu and the Great Wall, Lao Feng Xiang and Zhou
Liufu Jewelery. The practical groups were Heng Yuan Xiang and Erdos, Dong Lai Shun
Hot Pot and Hai Di Lao Hot Pot. The samples were collected from 170 undergraduates,
postgraduates, MBA and EMBA of Tianjin University.
The main conclusions of the questionnaire are as follows:
First, based on the existing nostalgic marketing research, this research examines
the effect of nostalgia on consumer brand preference and consumers&39; sense of insecurity
and their relationship with product categories. Specifically, the research found that
nostalgia can improve consumer time-honored brand preference and purchase intention.
This research can provide a new perspective for the follow up study of nostalgic
marketing.
Second, this research, combined with the impact of social environment on
nostalgic consumer behavior, selected consumer insecurity as the social environment
factor. The results showed that consumer insecurity was positively correlated with
nostalgia for time-honored brand preference, and extended domestic consumers&39; sense
of security and nostalgia consumer behavior research, but not all of the insecurity will
promote consumer nostalgia on the time-honored brand of preference, which the
consumer insecurity, only social insecurity and developmental insecurity of the
regulatory effect for the significant positive, but there is existent insecurity and personalIII
insecurity did not significantly moderate the role.
Third, this research also studies the moderating effects of product categories and
consumer characteristics. Although the product category is roughly divided into
hedonic and practical, the consumer characteristics of the two selected basic age and
gender statistics, The research found that product category and gender have significant
regulatory effect, indicating that in the nostalgia and time-honored brand consumer
behavior research, we can through the brand category, the basic characteristics of
consumers to subdivide the study Consumer behavior.
KEY WORDS: nostalgia, consumer insecurity, time-honored brand, product
category, brand preferenceIV
目录
摘要........I
ABSTRACT ........ II
第 1 章 绪论..........1
1.1 研究背景和问题.1
1.1.1 现实背景与问题提出......1
1.1.2 理论背景与问题提出......2
1.2 研究意义.3
1.3 研究思路与方法.4
1.3.1 研究思路..4
1.3.2 研究方法..5
第 2 章 文献综述..7
2.1 怀旧.........7
2.2 消费者不安全感.9
2.3 产品类别...........11
2.4 消费者特征.......12
2.5 老字号企业.......13
第 3 章 理论模型及研究假设....16
3.1 怀旧和老字号品牌偏好...........16
3.2 消费者不安全感的调节作用...19
3.3 产品类别的作用...........21
3.4 消费者特征的影响.......22
3.5 理论模型...........23
第 4 章 实证研究设计和方法....25
4.1 量表开发与实验设计...25
4.2 预测试...27
4.3 数据收集...........29
第 5 章 研究结果33
5.1 验证怀旧对老字号品牌偏好和购买意愿的影响.......33
5.
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