【作者】 张曼；

【导师】 顾颖；

【作者基本信息】 西北大学 ， 企业管理， 2018， 硕士

【摘要】 透明度作为消费者和品牌以及企业之间的纽带,在营销领域扮演了越来越重要的角色。而品牌透明度构念的提出及量表的开发,为营销学术界提供了新的研究思路和理论视角,对于提升品牌可信度和品牌资产也具有积极作用。然而,由于该构念的新颖性,国内外学者对其研究甚少,且品牌透明度对消费者购买意愿的内在作用机制和适用条件仍然缺乏深入研究。作为品牌产品定位的一个信号,品牌透明度可以通过减少消费者信息搜索成本、消减感知风险和消除不确定性为顾客带来价值。所以,基于此,选取了不同产品类别进行探讨品牌透明度如何通过给消费者创造价值来提高其购买意愿的。本文基于理性行为理论,通过三个实验考察品牌透明度对购买意愿的作用机制,尝试将品牌信任引入整个模型之中,作为中介变量,进一步发掘、完善品牌透明度的作用结果,并且深入探讨不同产品类别对这一作用关系的影响,不同怀疑度的消费者面对同样的品牌透明度所持有的购买意愿如何。本文通过实验方法获得一手数据,参考前人的实验材料并结合本次研究情景及目的进行适当调整。本文设计出三套实验方案,在老师的带领下,在班级里进行实验操作。对收集来的实验数据进行统计分析,主要通过SPSS进行独立样本t检验、Bootstrap分析、方差分析,数据分析结果表明:(1)越高的品牌透明度,越会使消费者产生越高的购买意愿。(2)信任在品牌透明度和购买意愿之间起到了部分中介的作。(3)相比于搜寻品,品牌透明度更能促进消费者对体验品的购买意愿。(4)品牌透明度不仅能促进低怀疑度消费者的购买意愿,而且对高怀疑度消费者的购买意愿也有显著作用,所以消费者怀疑度的调节作用不显著。文章最后讨论了本文的理论贡献,营销启示,以及未来的研究方向。更多还原

【Abstract】 As the link between consumers,brands,and businesses,transparency plays an increasingly important role.The concept of brand transparency and the development of the scale provides a new theoretical thinking and research perspective for the academia.However,the research on the mechanism and boundary conditions of brand transparency’s influence on purchase intention is rare.As the positioning of brand products,brand transparency reduces the costs of information search,perceived risks,and uncertainty,and creates value for consumers.So,based on this,this article select product category to explorer how brand transparency can improve purchasing for consumers by creating value.Based on the theory of rational behavior,three experiments were carried out by this article,try to lead brand trust the whole research model,as a mediating variable,and to further explore and perfect the effect of the brand transparency.This paper examines the role of brand trust in this relationship,explores the impact of different product categories on this relationship,discusses how the different sceptical consumers buy the same brand transparency.This paper obtains first-hand data through experimental method,and refer to previous experimental methods and combine research situation and purpose to make appropriate adjustments.Three experimental files are designed in this paper.The experiments have done through the leadership of the teacher.Through the SPSS to statistical analysis of data,such as independent sample t test,bootstrap analysis and variance analysis.Analysis results show that :(1)the higher the brand transparency,the greater purchase intention.(2)brand trust plays an partial mediation effect during the process.(3)In contrast to search products,brand transparency promotes greater purchase intention on experience products.(4)Brand transparency can not only promote the purchase intention of highly skeptical consumers,but also promote the purchase intention of the low suspicions.The moderating role of consumer skepticism is not supported.The article deepens the knowledge on brand transparency and provides some managerial implications for marketers.更多还原