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论文编号：	3382
作者编号：	1120080724
上传时间：	2011/6/10 8:37:28
中文题目：	消费者品牌认知困惑研究——以手机行业为例——以手机市场为例
英文题目：	Research on Consumer Brand Cognitive Confusion：Examplified by Mobile Phone Industry
指导老师：	韩德昌
中文关键字：	品牌认知困惑 消费者困惑驱动因素 品牌信任 品牌满意
英文关键字：	brand cognitive confusion consumer confusion trigger brand trust brand satisfaction
中文摘要：	消费者的品牌认知在其品牌决策中扮演着基础性的角色，决定着消费者的品牌选择行为。本研究以手机行业为研究对象，在对消费者困惑、消费者对品牌认知以及品牌关系质量等相关文献进行回顾的基础上，将品牌认知困惑的相关研究主要划分为三个方面：一是品牌认知困惑是什么；二是哪些因素影响品牌认知困惑；三是品牌认知困惑的作用有哪些。因此，本研究围绕着消费者品牌认知困惑的内涵、消费者品牌认知困惑的驱动机制和后续影响机制三个方面展开。以上这些研究方面对深入了解消费者对品牌信息接收和处理环节、降低消费者品牌认知困惑的消极影响具有现实意义。 本文通过理论分析与实证研究相结合进行了系统的研究。本文主要基于以下内容展开： 首先，本研究对品牌认知困惑的概念内涵和维度构成进行了研究。对消费者品牌认知困惑内涵的探讨是通过焦点组的访谈和问卷调查实现的。以手机行业为研究对象，通过质化和量化分析将消费者的品牌认知困惑分为企业能力认知困惑、功能效用认知困惑、品牌个性认知困惑以及产品品质认知困惑4类。 其次，本研究对品牌认知困惑的驱动模型进行了构建和实证检验。参考有关消费者困惑驱动因素的研究，本研究将影响品牌认知困惑的驱动因素分为品牌的信息相似、信息复杂、信息不充分和信息冲突四类，分析了影响品牌认知困惑的各个驱动因素对品牌认知困惑的影响。 最后，本研究对品牌认知困惑的影响机制进行了构建和实证检验。基于消费者困惑影响机制研究和品牌关系质量维度研究，分析了品牌认知困惑各个维度对品牌关系质量的关键要素——品牌信任和品牌满意的影响。 本研究在对上述内容进行实证研究中，使用SPSS16.0和AM0S17.0两个统计软件包，采用描述性统计分析、探索性因子分析、验证性因子分析、结构方程模型、多元线性回归等研究方法，对所提出的理论假设进行了实证检验。 在理论研究和实证分析的基础上，本研究得出如下结论： 首先，消费者对手机品牌的品牌认知困惑包括企业能力认知困惑、功能效用认知困惑、品牌个性认知困惑和产品品质认知困惑四个维度，但消费者的品牌认知困惑的不同维度在消费者头脑中的权重存在差异。其中，消费者对品牌的产品质量、企业实力等内容处于最易“被激活”状态，它们是消费者对品牌认知的核心。描述性统计发现，功能效用认知困惑较产品品质认知困惑、品牌个性认知困惑、企业能力认知困惑的得分偏低。这说明，消费者对品牌认知困惑的最突出的认知困惑还是表现为对产品的质量认知困惑、对品牌的个性认知困惑以及对品牌所属企业的能力认知困惑，而功能效用困惑则次之。 其次，本研究对品牌认知困惑驱动因素的分析从品牌信息类型视角进行分析。第一，品牌信息的相似性、不充分性以及冲突性与品牌认知困惑具有相关关系，其中，信息不充分对企业能力认知困惑的影响程度最大，其次是信息冲突，最小的是信息相似。第二，品牌信息的复杂性、不充分性以及冲突性与品牌认知困惑具有相关关系，其中，信息复杂对功能效用认知困惑的影响程度最大，其次是信息不充分，最小的是信息冲突。第三，品牌信息的相似性、不充分性以及冲突性与品牌个性认知困惑具有相关关系，其中，信息相似对品牌认知困惑的影响程度最大，其次是信息不充分，最小的是信息冲突。第四，品牌信息的相似性、不充分性以及冲突性与产品品质认知困惑具有相关关系，其中，信息冲突对产品品质认知困惑的影响程度最大，其次是信息不充分，最小的是信息相似。 最后，品牌认知困惑对品牌关系质量的影响的主要研究结论包括：构成品牌关系质量的两个关键因素 (品牌信任与品牌满意 )之间存在显著的因果关系。企业要想让消费者对品牌产生信任，满意是信任产生的基础。品牌认知困惑的各个维度对品牌满意都有显著的影响，按照影响程度大小的排序依次是品牌个性认知困惑、产品品质认知困惑、功能效用认知困惑、企业能力认知困惑。品牌认知困惑的三个维度对于品牌信任也都有显著的影响，其中品牌个性认知困惑通过影响品牌满意而间接影响品牌信任，产品品质认知困惑和功能效用认知困惑既直接影响品牌信任也通过品牌满意间接影响品牌信任，其中影响程度最大的维度是产品品质认知困惑。 本研究的创新点主要体现在三个方面： 第一，本研究将消费者困惑研究与品牌认知研究相结合，对基于品牌认知的消费者困惑进行了内涵界定和维度构建。本研究通过焦点组访谈探索了消费者对手机品牌认知困惑的内容维度，并进一步对认知困惑内容进行了量化分析，构建了由产品品质认知困惑、功能效用认知困惑、企业能力认知困惑和品牌个性认知困惑四个维度组成的消费者品牌认知困惑结构。 第二，本研究对消费者认知困惑驱动因素进行了维度建构，最终形成了包含信息相似、信息复杂、信息不充分和信息冲突四个构面的驱动因素结构划分。其中，信息复杂、信息不充分和信息冲突是对信息模糊的具体操作化细分维度，这是对现有消费者困惑驱动机制研究的深入探讨和有力补充。 第三，已有研究对消费者困惑的影响机制探讨十分有限，而仅有的消费者困惑影响机制研究考察的是消费者困惑对整体市场环境的态度和行为意向的影响，而没有针对个体品牌认知态度的影响研究。本研究以消费者品牌认知困惑为研究主题，对消费者品牌认知困惑的影响模型进行了建构，考察了消费者品牌认知困惑对品牌满意和品牌信任的影响。
英文摘要：	Consumer’s brand knowledge plays a fundamental role in their brand decision, and determines his brand choice behavior. The research studied on mobile phone industry, reviewed the relevant literature of consumer confusion, consumer brand cognition and brand relationship quality, which could be divided into three aspects: what’s brand cognitive confusion; what influences the brand recognition confusion; and what’s the function of brand cognitive confusion. Therefore, the researches studied on the meaning of brand cognitive confusion, the mechanism of brand cognitive confusion on the basis of information interference types and the subsequent impact of brand relationship quality. The research had realistic significance of understanding deeply on the process of consumer’s receiving and dealing information, reducing the negative effects of consumer cognitive confusion. Combining theoretical analysis and empirical research, the paper made a systematic study, which was based on the following expansion: First of all, the research analyzed the concept and dimensions of brand cognitive confusion. The discussion of consumer brand confusion was achieved by focus group interview and questionnaire survey. In the paper, the mobile phone industry was the research object. Through qualitative and quantitative analysis, there are four types of confusion: corporate ability cognitive confusion, functional utility cognitive confusion, brand personality cognitive confusion and product quality cognitive confusion. Second, the research built the brand cognitive confusion trigger model and made empirical test. Consulting the relevant studies, the research divided the cognitive confusion trigger into information similarity, complexity, information inadequacy and information conflict, then analyzed each trigger’s impact on brand cognitive confusion. Finally, the research built the impact mechanism of brand cognitive confusion and made empirical test. Based on the studies of consumer confusion impact mechanism and brand relationship dimensions, the research analyzed the influence of brand trust and brand satisfaction, which were the key elements brand cognitive confusion affected brand relationship quality. The research used SPSS 16.0 and AMOS17.0 to make empirical test of the hypothesis by descriptive statistical analysis, exploratory factor analysis, confirmatory factor analysis, structural equation modeling, and multiple linear regression. Based on the theoretical and empirical analysis, the conclusions of this research are as follows: First, consumer brand cognitive confusion about mobile phone brand included four dimensions-- corporate ability cognitive confusion, functional utility cognitive confusion, brand personality cognitive confusion and product quality cognitive confusion. But the weight of consumer brand cognitive confusion’s different dimensions was different in his mind. Among them, brand product quality, enterprise strength and so on was most likely "be activated" state, which were the core of consumer brand cognition. Descriptive statistics showed that the score of functional utility cognitive confusion was lower than quality cognitive confusion, brand personality cognitive confusion and corporate ability cognitive confusion. This indicated that the most prominent brand consumer cognitive confusions were quality cognitive confusion, brand personality cognitive confusion and corporate ability cognitive confusion, and functional utility of confusion was following. Next, the research analyzed brand cognitive confusion trigger from brand information types’ perspective. 1. There was a correlation among brand information similarity, inadequacy and conflict and brand cognitive confusion. The greatest influence was the information inadequacy impacting corporate ability cognitive confusion, followed by information conflict and information similarity. 2. There was also a correlation among brand information complexity, inadequacy and conflict and brand cognitive confusion. The greatest influence was the information impacting functional utility cognitive confusion, followed by information inadequacy and conflict.3. A correlation also existed among brand information similarity, inadequacy and conflict and brand quality cognitive confusion. The greatest influence was the information similarity impacting brand cognitive confusion, followed by information inadequacy and conflict. 4. A correlation among brand information similarity, inadequacy and conflict and product quality cognitive confusion existed too. The greatest influence was the information complexity impacting product quality cognitive confusion, followed by information inadequacy and conflict. Finally, the main conclusions of brand cognitive confusion impacting brand relationship quality included: there was a significant causal relationship between the key factors constituting brand relationship quality (brand trust and brand satisfaction). If companies want consumers to generate brand trust, satisfaction was the basis for generating trust. The various dimensions of brand cognitive confusion had a significant impact on brand satisfaction, according to the size of impact followed by brand personality cognitive confusion, product quality cognitive confusion, functional utility cognitive confusion, corporate ability cognitive confusion. Three dimensions of brand cognitive confusion also have significant impact on brand trust, in which brand personality cognitive confusion indirectly affected brand trust by the direct effects of brand satisfaction, product quality cognitive confusion and functional utility cognitive confusion directly affected brand trust and also indirectly affected brand trust by the direct effects of brand satisfaction, which has the greatest influence dimensions was product quality cognitive confusion. The innovation of the research was reflected in three aspects: First, the research combined the study of consumer confusion and brand cognition, defined and built dimensions of consumer confusion, which based on brand cognition. The research studied consumers’ content dimension of mobile brand cognitive confusion, further made the quantitative analysis, and built consumer cognitive confusion structure included four dimensions-- product quality cognitive confusion, functional utility cognitive confusion, corporate ability cognitive confusion, and brand personality cognitive confusion. Second, according to the characteristic of improving consumers’ information acceptance rate, the research built the dimension of brand cognitive confusion trigger which included information similarity, complexity, inadequacy and conflict. Among them, information complexity, information inadequacy and information conflict were specific operative sub-dimensions of information fuzzy, which was the deep discussion and effective supplement of consumer confusion trigger mechanism. Third, the existing research on consumer confusion impact mechanism was very limited, which studied on consumer confusion of consumer attitudes to the overall market environment and behavioral intentions influence, not studied on the attitude influence of the individual brand cognition. Consumer brand cognitive confusion was the object, based on building and explaining consumer confusion trigger model, the research inspected consumer brand cognitive confusion’s impact on brand satisfaction and brand trust.
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