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MBA毕业论文_客授权对品牌态度和行为倾向的影响研究PDF

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近年来,消费者需求的多样化和个性化趋势愈发显著,消费者的话语权逐渐 扩展到产品开发领域,一些企业开始在产品开发过程中就赋予消费者一定的权力 来影响最终产品。而现有研究对于不同方式顾客授权的效果和适用情境尚未得到 一致性的结论。因此,在这种背景下研究顾客授权对品牌态度和行为倾向的影响, 具有理论价值和现实意义。 本文在总结和梳理现有研究成果的基础上,根据社会交换理论,构建了新产 品开发中的顾客授权对品牌态度和行为倾向影响的有调节的中介模型,在智能手 机和T恤两种产品类别下,探究创造型授权和选择型授权对品牌态度和行为倾向 的影响,以及顾客心理所有权的中介作用。通过实验法和问卷调查法收集数据, 然后运用方差分析和Bootstrapping分析等方法检验相关假设,得到以下结论和 建议: 顾客心理所有权在顾客授权和品牌认知、顾客授权和购买意图之间起部分中 介作用;顾客心理所有权在顾客授权和品牌情感、顾客授权和举荐意愿、顾客授 权和反馈行为之间起完全中介作用;对于技术复杂度高的产品,创造型授权更能 提高顾客心理所有权、品牌认知、品牌情感和购买意图,而对于技术复杂度低的 产品,选择型授权更能提高顾客心理所有权、品牌认知、品牌情感和购买意图; 无论产品技术复杂度高低,两种顾客授权对举荐意愿和反馈行为的影响没有显著 差异。据此,企业可以在新产品开发阶段向顾客授权,并根据自己的营销目标和 产品的技术复杂程度选择合适的授权方式。同时企业应当关注消费者的心理反 应,让消费者对未来产品产生拥有感,并为顾客行使权力提供支持,让更多消费 者参与授权活动。 关键词:顾客授权,顾客心理所有权,品牌态度,行为倾向 II Research on the influence of customer empowerment on brand attitude and behavior intention Abstract In recent years, the diversification and personalization trend of consumer demand has become more and more significant, and their voices have gradually expanded to the field of product development. Some enterprises begin to give consumers certain power to influence the final product in the process of product development. However, there is no consistent conclusion on the effect and applicable situation of different ways of customer empowerment. Therefore, it is of theoretical and practical significance to study the influence of customer empowerment on brand attitude and behavior intention in this context. On the basis of summarizing and combing previous research results, according to the social exchange theory, this paper constructs a moderated mediation model of the influence of customer empowerment on brand attitude and behavior intention in the context of new product development, and explores the influence of creative empowerment and selective empowerment on brand attitude and behavior intention in the two product categories of smart phone and T-shirt, as well as the mediating effect of customer psychological ownership. The data are collected by experiment and questionnaire, then the hypotheses are tested by variance analysis and bootstrapping analysis. These conclusions and suggestions are given: Customer psychological ownership plays a partial mediating role between customer empowerment and brand awareness, customer empowerment and purchase intention; yet it plays a full mediating role between customer empowerment and brand emotion, customer empowerment and recommendation intention, customer empowerment and feedback behavior; for products with high technical complexity, creative empowerment can better improve customer psychological ownership, brand awareness, brand emotion and purchase intention, while for products with low technical complexity, selective empowerment can better improve customer psychological ownership, brand awareness, brand emotion and purchase intention; regardless of product technical complexity, there is no significant difference between two kinds of customer empowerment in term of their influence on recommendation III intention and feedback behavior. So enterprises can empower customers in the stage of new product development, and choose the appropriate way of empowerment according to their marketing objectives and technical complexity of the products. At the same time, enterprises should pay attention to the psychological reaction of consumers, make consumers have a sense of ownership toward future products, and provide support for customers to use their power, so that more consumers can participate in empowerment activities. Key words: customer empowerment, customer psychological ownership, brand attitude, behavior intention 目 录 摘要 ................................................ I ABSTRACT ............................................. II 第一章 绪论 .......................................... 1 1.1研究背景和研究意义 .......................................................................................... 1 1.1.1研究背景与目的............................................................................................ 1 1.1.2研究意义........................................................................................................ 2 1.2研究内容、研究方法与技术路线 ...................................................................... 2 1.2.1研究内容........................................................................................................ 2 1.2.2研究方法........................................................................................................ 3 1.2.3技术路线........................................................................................................ 3 1.3研究的创新之处 .................................................................................................. 5 第二章 文献综述 ....................................... 6 2.1顾客授权的概念和影响效应 .............................................................................. 6 2.2新产品开发中的顾客授权 .................................................................................. 8 2.3顾客心理所有权的概念和相关研究 ................................................................ 10 2.4品牌态度和行为倾向的概念、维度和相关研究 ............................................ 11 2.5现有研究述评 .................................................................................................... 13 第三章 理论分析与假设提出 ............................ 14 3.1概念模型的提出 ................................................................................................ 14 3.2顾客授权对品牌态度、行为倾向的影响 ........................................................ 15 3.3顾客心理所有权的中介作用 ............................................................................ 17 3.4产品类别的调节作用 ........................................................................................ 18 第四章 研究一:主效应和调节效应检验 .................... 20 4.1研究设计 ............................................................................................................ 20 4.1.1实验产品和实验被试的选取...................................................................... 20 4.1.2实验设计和实验过程.................................................................................. 21 4.1.3控制变量和因变量的测量.......................................................................... 23 4.1.4问卷设计与修改.......................................................................................... 24 4.2数据分析与假设检验 ........................................................................................ 25 4.2.1样本情况...................................................................................................... 25 4.2.2操控检验...................................................................................................... 26 4.2.3信度和效度分析.......................................................................................... 27 4.2.4假设检验...................................................................................................... 29 4.3研究一结果讨论 ................................................................................................ 33 第五章 研究二:中介效应和被调节的中介效应检验 ......... 35 5.1研究设计 ............................................................................................................ 35 5.1.1实验设计和实验过程....