联系我们

论文查询结果	返回搜索

论文编号：	14095
作者编号：	2120213318
上传时间：	2023/6/9 3:02:26
中文题目：	感知品牌创新性对消费者价值共创意愿的影响研究
英文题目：	Research on the Influence of Perceived Brand Innovativeness on Customers'' Willingness to Co-creation Value
指导老师：	李桂华
中文关键字：	感知品牌创新性；价值共创意愿；未来时间导向；感知品牌预期；品牌态度
英文关键字：	Perceived Brand Innovativeness; Value Co-creation Willingness; Future Time Orientation; Perceived Brand Anticipation; Brand Attitude
中文摘要：	在互联网技术的冲击下，消费者需求的快速变化加剧了品牌的更迭速度。为提高品牌的持续性，企业越来越注重品牌的创新打造。同时，隐藏于消费者中的庞大力量在消费者品牌互动的过程逐步展露，让企业也越来越关注价值共创。从消费者角度去探讨品牌创新性的影响是指消费者感知的品牌创新性。消费者对品牌产品的创新表现、创造力的回忆描述及其对未来市场中可能存在的持续创新活动的感知已成长为支撑企业创新发展与维持市场持续竞争优势的重要因素。本研究在前人研究的基础上基于信号理论进一步探讨感知品牌创新性对消费者价值共创意愿的影响。同时，引入感知品牌预期和品牌态度作为链式中介变量，消费者个人特质方面的未来时间导向作为调节变量，构建了理论模型，并通过实证进行检验。 本研究实证部分通过问卷调查的方式进行。首先，通过实际背景调查与综合文献考察的结果，选择了手机行业作为调查行业对象。其次，为提高模型的适用性，通过预调研进一步筛选消费者心中不同品牌创新性程度的四个手机品牌（华为、苹果、OPPO、诺基亚）作为后续的被试品牌。再者，通过预调查的数据结果对量表语义项进行了删改，继而进行正式调查。本研究正式调查共回收431份问卷，使用SPSS25.0软件进行描述性统计与信效度分析，使用SPSSAU网站程序进行验证性因子分析，使用PROCESS插件进行链式中介效应检验和调节效应检验。 研究结果表明，感知品牌创新性对消费者价值共创意愿起正向影响作用，感知品牌预期和品牌态度在感知品牌创新性对消费者价值共创意愿的影响中起正向的链式中介作用，消费者未来时间导向在感知品牌创新性对感知品牌预期的影响中起正向的调节作用。这些发现揭示了感知品牌创新性与消费者价值共创意愿之间的关系及具体的机制，并为企业实施打造基于消费者角度的品牌创新性和提升消费者参与价值共创意愿提供了有益的理论参考。
英文摘要：	Under the impact of internet technology, the rapid changes in consumer demand have accelerated the pace of brand change. In order to improve the sustainability of the brand, enterprises are increasingly focusing on innovative brand building. At the same time, the enormous power hidden in consumers is gradually revealed in the process of consumer brand interaction, making enterprises increasingly focus on value co creation. To explore the influence of brand innovativeness from the consumer's perspective is to investigate the perceived brand innovativeness by consumers. Consumers' perception of brand innovation performance, creativity recall description, and their perception of potential sustained innovation activities in the future market have become important factors supporting the innovation and development of enterprises and maintaining sustained competitive advantages in the market. Based on the signal theory and previous studies, this research further explores the impact of perceived brand innovativeness on consumers' willingness to co-create value. At the same time, by introducing perceived brand expectation and brand attitude as chain mediating variables, and consumer personality aspect of future time orientation as the moderating variable, a theoretical model is constructed and empirically tested. The empirical part of this study was conducted through a questionnaire survey. Firstly, the mobile phone industry was selected as the industry under investigation through actual background investigation and comprehensive literature review. Secondly, to improve the applicability of the model, four mobile phone brands (Huawei, Apple, OPPO, and Nokia) with different levels of perceived brand innovation in consumers' minds were selected as the subsequent experimental brands through a pre-survey. Furthermore, based on the results of the pre-survey, the semantic items of the scales were revised and modified, and a formal survey was conducted. A total of 431 valid questionnaires were collected for descriptive statistics and reliability and validity analysis using SPSS25.0 software. Confirmatory factor analysis was conducted using the SPSSAU website program, and the chain mediation effect and moderation effect were examined using the PROCESS plugin. The results of this study indicate that perceived brand innovation has a positive effect on consumers' willingness to co-create value. Perceived brand anticipation and brand attitude play a positive chain mediating role in the impact of perceived brand innovativeness on consumers' willingness to co-create value. Consumers' future time orientation plays a positive moderating role in the impact of perceived brand innovation on perceived brand expectation. These findings reveal the relationship and specific mechanism between perceived brand innovation and consumers' willingness to co-create value, and provide useful theoretical references for enterprises to implement brand innovation based on consumers' perspectives and enhance consumers' willingness to participate in co-creating value.
查看全文：	预览  下载(下载需要进行登录)