【作者】 郑宇；

【导师】 刘志超；

【作者基本信息】 华南理工大学 ， 企业管理， 2020， 硕士

【摘要】 随着产品生命周期的缩短,产品推陈出新的速度和同质化程度越来越高,在消费者面临选择增多的情况下,企业想要提升消费者对品牌的忠诚度,就必须在产品的研发创新方面加大投入。尽管企业每年投入大量资金用于产品创新,但很多新产品在市场推广期间便遭遇了失败,给消费者带来较差的使用体验,促使消费者转向其他品牌。究其原因,主要在于企业管理者对产品创新的认识与消费者存在着显著差异。感知产品创新(Perceived Product Innovativeness)是指消费者对产品创新的主观感知,它是近年来营销学者提出的从消费者视角研究创新的重要概念。本文通过整理和阅读感知产品创新对品牌忠诚度影响作用的相关文献,总结了现有研究存在的不足之处,确定了本文的研究方向。本文以手机产品为研究对象,结合信号理论和详尽可能性模型(ELM),引入品牌感知质量作为中介变量和品牌熟悉度作为调节变量,构建感知产品创新对品牌忠诚度的影响模型。本文通过线上电子问卷与线下纸质问卷相结合的方式实施调研,并使用SPSS 21.0软件进行问卷信度分析与探索性因子分析(EFA),以及AMOS 23.0软件进行验证性因子分析(CFA)与结构方程模型分析(SEM)。研究结果表明,感知产品创新的两个维度(感知产品功能创新和感知产品外观创新)均对品牌忠诚度有直接的正向影响;品牌感知质量在感知产品功能创新与品牌忠诚度之间、感知产品外观创新与品牌忠诚度之间起中介作用;品牌熟悉度正向调节感知产品功能创新与品牌感知质量的关系,但对感知产品外观创新与品牌感知质量的关系没有调节影响。这些发现揭示了感知产品创新影响品牌忠诚度的具体机制,为企业减少产品创新失败、提升消费者的品牌忠诚度提供了有益参考。更多还原

【Abstract】 With the shortening of product life cycle,the speed of product innovation and the degree of homogenization are getting higher and higher.Under the circumstance that consumers are faced with more choices,enterprises must increase investment in R&D and product innovation if they want to enhance consumers’ loyalty to the brand.Although many enterprises invest a lot of money in product innovation every year,a large number of new products have failed during the market promotion period,bringing consumers poor user experience and prompting consumers to switch to other brands.This is mainly due to there is a significant difference of the understanding of innovation between enterprise managers and consumers.Perceived Product Innovativeness refers to consumers’ subjective perception of product innovation.It is an important concept proposed by marketing scholars in recent years to study innovation from the perspective of consumers.This paper summarizes the shortcomings of the existing research by sorting and reading the relevant literature on the effect of perceived product innovation on brand loyalty,and determines the research direction of this paper.Taking mobile phone products as the research object,combined with signal theory and elaboration likelihood model,this paper constructs the influence model of perceived product innovativeness on brand loyalty by introducing brand’s perceived quality as mediator variable and brand familiarity as moderator variable.This paper conducts research by both online electronic questionnaires and offline paper questionnaires.In this paper,SPSS 21.0 software is used for questionnaire reliability analysis and exploratory factor analysis,and AMOS 23.0 software is used for confirmatory factor analysis and structural equation model analysis.The results show that both two dimensions of perceived product innovativeness(perceived product function innovativeness and perceived product appearance innovativeness)have direct positive influence on brand loyalty.Brand’s perceived quality mediates the relationship between perceived product function innovativeness and brand loyalty,and mediates the relationship between perceived product appearance innovativeness and brand loyalty.Brand familiarity positively moderates the relationship between perceived product function innovativeness and brand’s perceived quality,but has no influence on the relationship between perceived product appearance innovativeness and brand’s perceived quality.These findings reveal the influential mechanism of perceived product innovativeness on brand loyalty,providing a useful reference for enterprises to reduce product innovation failures and improve consumers’ brand loyalty.更多还原