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论文编号：	11693
作者编号：	2120182977
上传时间：	2020/6/19 18:13:39
中文题目：	消费者对跨界联合品牌评价与购买意愿的影响因素分析——以HUAWEI和NIKE品牌跨界联合为例
英文题目：	Analysis of factors influencing consumers'' evaluation of cross-border co-brands and purchase intention -- A case study of Cross-border co-brands of HUAWEI and NIKE
指导老师：	许晖
中文关键字：	跨界联合
英文关键字：	Cross-border joint
中文摘要：	随着市场竞争的日益激烈和消费者需求日趋多样化，企业管理者都在寻找新的策略来吸引消费者的目光，品牌跨界联合作为诞生在品牌延伸上的一种新型营销手段，已经被越来越多的企业所采用，但由于是不同行业品牌间的联合，该策略成功与否会受到多种因素的影响，虽然品牌联合目前已将取得了一定的研究成果，但跨界联合相关研究仍有待完善。在目前关于品牌跨界联合效应影响因素的研究中，学者大都在研究中选取单因素研究其对跨界联合效应的影响，多因素共同作用下的跨界联合效应有关研究较为缺乏。在相关文献回顾中也发现，较多学者选择消费者评价作为品牌跨界联合效应的量化指标，没有考虑消费者对跨界联合产品购买意愿和消费者评价之间的关系，是否也能够用来对品牌跨界联合效应进行衡量。 本文通过对相关文献整理发现目前品牌跨界联合研究领域存在的一些不足与局限，提出本研究要解决的问题：一是研究品牌知名度、品牌感知质量和品牌忠诚度和品牌联合匹配度影响消费者对跨界联合产品评价的差异；分析消费者创新性如何在影响因素和消费者评价之间发挥调节作用。二是对以消费者评价为中介变量的品牌资产、匹配度等影响最终购买意愿的S&R扩展模型进行检验。三是分析品牌知名度、品牌感知质量和品牌忠诚度对消费者最终购买意愿的影响程度差异。 本研究采用实证分析的方法，提出相关假设并构建研究模型，针对不同研究维度设计测试题项，本次共收回问卷289份，剔除无效问卷后获得267份有效样本。使用SPSS数据分析软件对假设进行检验分析，获得的结论如下：（1）品牌知名度、品牌感知质量、品牌忠诚度、联合匹配度都是正向影响对跨界联合产品的评价，但是影响程度有所不同，品牌资产的影响程度要大于联合匹配度（2）消费者创新性在影响因素和对跨界联合产品评价方面发挥了一定的调节作用，且这种调节作用是具有较高的正向性（3）消费者对跨界联合产品评价正向影响其最终的购买意愿，且在品牌资产、联合匹配度影响最终购买意愿的过程当中，发挥的中介作用较为明显。
英文摘要：	With the increasingly fierce market competition and the increasing diversification of consumer demand, enterprise managers are looking for new strategies to attract consumers' attention. As a new marketing method born in brand extension, brand cross-border alliance has been adopted by more and more enterprises. However, due to the alliance between brands in different industries, the success of this strategy will be affected by many factors Impact, although brand alliance has achieved some research results, but cross-border alliance related research still needs to be improved. In the current research on the influencing factors of brand cross-border joint effect, most scholars choose single factor to study its impact on cross-border joint effect, while the research on cross-border joint effect under the joint effect of multiple factors is relatively lacking. In the related literature review, it is also found that many scholars choose consumer evaluation as a quantitative indicator of cross-border joint effects of brands, without considering the relationship between consumers' purchase intention and consumer evaluation of cross-border joint products, and whether it can also be used to measure the cross-border joint effects of brands. Based on the literature review, this paper finds some shortcomings and limitations in the field of cross-border joint brand research, and puts forward the following problems to be solved in this study: first, to study the differences of brand awareness, brand perception quality, brand loyalty and brand joint matching in the evaluation of cross-border joint products; to analyze how consumer innovation affects the factors and consumer evaluation Price plays a regulatory role. The second is to test the S&R expansion model, which uses the consumer evaluation as the intermediary variable, such as brand equity, matching degree and so on, to affect the final purchase intention. The third is to analyze the impact of brand awareness, brand perceived quality and brand loyalty on consumers' final purchase intention. This study adopts the method of empirical analysis, puts forward relevant hypotheses and builds a research model, and designs test items for different research dimensions. This time, 289 questionnaires were collected, and 267 valid samples were obtained after eliminating invalid questionnaires. Using SPSS data analysis software to test and analyze the hypotheses, the conclusions are as follows: (1) brand awareness, brand perception quality, brand loyalty and joint matching are all positive effects on the evaluation of cross-border joint products, but the degree of influence is different, and the degree of influence of brand assets is greater than that of joint matching. (2) consumer innovation in influencing factors and cross-border joint matching Joint product evaluation has played a regulatory role, and this regulatory role is highly positive (3) consumers' evaluation of cross-border joint products has a positive impact on their final purchase intention, and in the process of brand equity and joint matching degree affecting the final purchase intention, the intermediary role is more obvious.
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