【作者】 吴琼；

【导师】 闫超；

【作者基本信息】 吉林大学 ， 企业管理， 2020， 硕士

【摘要】 品牌形象驱动品牌资产,在面临经济全球化的大背景下,提升品牌形象不仅能够增强企业竞争力而且还能影响消费者品牌关系。本文依据品牌知识理论体系,基于感知风险理论和消费者行为理论为研究背景,构建以品牌形象作为自变量,感知风险作为中介变量、以联结品牌与消费者关系的个人品牌联结作为调节变量,选取消费者重复购买意愿作为因变量的理论模型,探讨品牌形象对消费者重复购买意愿的影响机制。本文通过问卷调查方式收集整理数据,问卷设计包括关于品牌形象(A1-A21)、感知风险(B1-B11)、个人品牌联结(C1-C6)以及消费者重复购买意愿(D1-D2)等共计40个题项,面对具有不同年龄、性别、教育程度以及职业背景的调查对象发放调查问卷500份,通过剔除和筛选有效问卷402份。其次,本文运用SPSS24.0软件,运用描述性统计分析方法分析调查数据,分析各变量测量量表信度与效度,对感知风险各维度进行中介作用分析,以及对个人品牌联结实施调节效应分析,进而从整体上明晰品牌形象各维度与感知风险各维度之间的相互作用。研究结果表明,品牌形象各维度即产品形象、企业形象、个性化形象以及符号形象,对消费者重复购买意愿均具有显著正向影响。感知社会风险在品牌形象各维度即产品形象、企业形象、个性化形象和符号形象与消费者重复购买意愿之间存在显著中介效应;感知时间成本风险在品牌形象各维度即产品形象、企业形象、个性化形象和符号形象与消费者重复购买意愿之间存在显著中介效应;感知身体风险在品牌形象各维度即产品形象、企业形象、个性化形象和符号形象与消费者重复购买意愿之间存在显著中介效应;感知功能风险在品牌形象各维度即产品形象、企业形象、个性化形象和符号形象与消费者重复购买意愿之间存在显著中介效应;感知财务风险在品牌形象各维度即产品形象、企业形象、个性化形象和符号形象与消费者重复购买意愿之间存在显著中介效应。个人品牌联结对品牌形象各维度即产品形象、企业形象、个性化形象和符号形象与感知社会风险的关系具有显著的负向调节效应;个人品牌联结对品牌形象各维度即产品形象、企业形象、个性化形象和符号形象与感知时间成本风险的关系具有显著的负向调节效应;个人品牌联结对品牌形象各维度即产品形象、企业形象、个性化形象和符号形象与感知身体风险之间的关系具有显著的负向调节效应;个人品牌联结对品牌形象各维度即产品形象、企业形象、个性化形象和符号形象与感知功能风险之间的关系具有显著负向调节效应;个人品牌联结对品牌形象各维度即产品形象、企业形象、个性化形象和符号形象与感知财务风险的关系具有显著负向调节效应且个人品牌联结在感知风险各维度与消费者重复购买意愿之间具有负向调节效应。更多还原

【Abstract】 Brand image drives brand equity.In the context of economic globalization,improving brand image can not only enhance corporate competitiveness but also affect consumer brand relationships.This article selects brand image as independent variable,perceived risk as intermediate variable,personal brand connection as moderating variable,and consumer repeated purchase intention as dependent variable,and explores the influence mechanism of brand image on consumer repeated purchase intention.This article collects and organizes data through a questionnaire survey.The questionnaire design includes a total of brand image(A1-A21),perceived risk(B1-B11),personal brand connection(C1-C6),and consumer repeated purchase intention(D1-D2).For 40 items,500 questionnaires were issued to respondents with different ages,genders,education levels and professional backgrounds,and 402 valid questionnaires were eliminated and screened.Secondly,this paper uses SPSS 24.0 software to perform descriptive statistical analysis of survey data,reliability and validity analysis of each variable measurement scale,mediate analysis of dimensions of perceived risk,and implementation of regulatory effects on personal brand connection The analysis further clarifies the interaction between the dimensions of the brand image and the dimensions of perceived risk as a whole.The study found that: through research,we found that product image,corporate image,personalized image and symbol image have a significant impact on consumer repeated purchase intention.Perceived social risks have significant intermediary effects between product image,corporate image,personalized image and symbol image and consumers’ repeated purchase intentions;perceived time cost risk overlaps with product image,corporate image,personalized image,and symbol image and consumers There are significant intermediary effects between purchase intentions;perceived functional risks have significant intermediary effects between product image,corporate image,personalized image and symbolic image and consumers’ repeated purchase intention;perceived financial risks are between product image,corporate image,personalization There are significant mediating effects between image and symbolic image and consumer repeated purchase intention.Personal brand connection has a moderating effect on the relationship between product image,corporate image,personalized image and symbolic image and perceived social risk,and the moderating effect of high personal brand connection is stronger than low personal brand connection;personal brand connection has an impact on product image and corporate image The relationship between personal image,symbol image and perceived time component risk is based on regulatory effects,and the regulatory effect is significant;the relationship between personal brand connection between corporate image,personalized image,and perceived functional risk has a regulatory effect,and the effect is significant;Personal brand connection has a moderating effect on the relationship between corporate image,personalized image and perceived financial risk.更多还原