品牌体验影响因素分析毕业论文_电子商务毕业论文

品牌体验影响因素分析毕业论文

2021-04-07更新

摘 要

随着商业的日异月新,商业品牌的数量越来越多,对品牌的管理渐渐成为企业管理一个重要方面。现代企业通过品牌体验与消费者之间进行交流与互动的方式,与消费者之间建立和谐友好关系,达到增加企业收益的目的。

消费者通过感观体验、情感体验、思考体验、行动体验及关联体验等来熟悉品牌和企业。本研究主要探讨这五种品牌体验对网络品牌体验是否都具有显著的影响。针对网络品牌体验的影响因素,本文通过设计关于网络品牌体验的调查问卷,研究消费者与网络品牌之间的关系以及了解消费者的品牌体验,寻找消费者的个人体验和共享体验对品牌体验的影响。调查问卷的结果经统计、整理以及分析,得出研究结论为:消费者的感观体验、情感体验、思考体验、行动体验以及关联体验均对品牌体验存在影响。最后本文提出有参考价值的建议。

关键词:品牌体验;感观体验;行动体验;情感体验;

Factors Analysis of Network Brand Experience

ABSTRACT

With the new moon day of business differences, the number of commercial brands become more and more, the management of the brand gradually become an important aspect of business management modern enterprises and consumers through brand experience between the exchange and interactive way to build a harmonious and friendly relations between the consumer,To promote the interests of corporate profits of more purpose.

Consumers through brand experience to understand and perceive brands and businesses, consumers through sensory experience, emotional experience, think experience, experience and other actions related to experience and familiar brands and businesses. This study focused on the five brand experience on brand experience is having a significant impact.

Factors which affect brand experience is a problem, the use of empirical research methods targeted to discuss the issue. By studying the relationship between the consumer and the brand and understand consumer brand experience, looking for personal experiences and shared experiences affect consumer brand experience. For this study the problem rationally design a questionnaire about the brand experience, and the results of the questionnaire for the statistics, collate and analyze data on the data, draw the corresponding conclusions. Sense view of the consumer experience, emotional experience, think experience, experience, and actions associated with the presence of both the impact on the experience of the brand experience and consumer sensory experience and experience associated with the brand experience significant impact effects. Finally, for this study, made a number of deficiencies, management and future prospects revelation of the existence of the brand experience.

Key words:brand experience;sense judgment;act experience;feeling experience;

目 录

1绪论 – 1 –

1.1 选题背景 – 1 –

1.2 研究目的及意义 – 2 –

1.3 研究的创新点 – 2 –

1.4 论文结构 – 2 –

2 文献综述 – 3 –

2.1 品牌界定 – 3 –

2.2 品牌体验内涵 – 5 –

2.3 品牌体验涉及的影响因素 – 6 –

2.3.1传统环境下品牌体验的影响因素 – 6 –

2.3.2网络环境下品牌体验的影响因素 – 7 –

3 品牌体验研究模型 – 11 –

3.1研究框架 – 11 –

3.2 研究假设 – 12 –

4数据分析与讨论 – 14 –

4.1问卷设计及实施 – 14 –

4.2统计性描述 – 14 –

4.3信度与效度分析 – 16 –

4.4 结果及建议 – 18 –

4.4.1 结果分析 – 18 –

4.4.2建议 – 19 –

5 研究结论及展望 – 21 –

5.1 研究的结论 – 21 –

5.2 研究局限未来的展望 – 21 –

致 谢 – 23 –

参考文献 – 24 –

附录 – 25 –

1绪论

1.1 选题背景

现代社会已经进入体验经济时代,消费者对品牌产品的使用体验已经渗透到从购买到使用后的服务等各个环节中,因此有研究者提出了全面顾客体验,要求从营销沟通、销售渠道、产品特征和人员服务等方面全方位提升顾客体验价值。品牌体验是近年来市场营销实践和学术研究的热点问题,随着品牌管理研究从单方面的企业静态角度转向消费者和品牌关系的双重动态角度而受到企业管理和研究者的重视。

品牌体验是消费者的心理反应是消费者自身和外界客观环境相互作用的结果,因此,品牌体验的形成或者说影响因素除了客观存在的物理要素以外,更应当从消费者和客观环境两个方面相结合来分析。网络环境–生活、消费,带有非常显著的e化特征,所以我们已经进入了网络时代。

1.2 研究目的及意义

寻求能够整合主、客观两个方面因素对网络品牌体验产生共同影响的理论,以此来解释网络品牌体验的形成,分析网络品牌体验的影响因素,应当是网络品牌体验研究者不断探索的目标。

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