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论文编号：	8561
作者编号：	2120142471
上传时间：	2016/6/17 22:43:36
中文题目：	要素品牌感知价值对消费者重复购买意向的影响研究
英文题目：	The Study on the Effect of Ingredient Brand Perceived Value on Consumer Repurchase Intention
指导老师：	李桂华
中文关键字：	要素品牌；感知价值；品牌信任；重复购买意向
英文关键字：	Ingredient brand; perceived value; Brand trust; Repeat purchase intention
中文摘要：	现有研究中，对品牌与顾客重复购买意向之间关系的探讨已经有很多，但绝大部分文献都聚焦于制造商的产品品牌对顾客重复购买意向的影响，而容易忽视要素供应商的品牌对终端消费者的影响。本研究以终端消费者为研究对象，介绍了终端消费者对要素品牌的感知价值对终端消费者重复购买意向的影响。其中，本研究还将品牌信任作为中介变量，探讨了要素品牌信任和产品品牌信任在要素品牌感知价值和重复购买意向之间的中介效应。 本研究总体分为绪论、文献综述、研究设计与概念模型、实证分析以及研究结论与展望这五部分。其中，绪论主要介绍了本研究的研究背景和研究意义，描述了本研究的技术路线以及研究创新点等内容；文献综述主要是梳理了有关要素品牌、感知价值、品牌信任和重复购买意向的概念和划分维度；第三部分是概念模型与研究设计，作者通过对文献的整理和对理论分析推演，提出本研究的基本研究模型和研究假设，并根据模型假设开发出合适的量表和问卷，确定合适的数据分析方法；实证分析分为预调研和正式调研两部分。预调研主要是利用SPSS软件对数据进行了信度和效度的检验，正式调研分析主要是利用AMOS软件对数据进行结构方程模型分析，检验模型拟合度情况，验证假设是否有效，验证中介效应是否明显；最后一部分通过总结分析实证检验的结果，得出本研究的最终结论，并根据结论提出对要素供应商和产品制造商的管理启示，而后进一步描述了本研究的缺点和不足之处，论述了本研究将来可能进一步探讨的方向。
英文摘要：	In existing research, there were a lot of discussions on the relationship between t brand and customer repeat purchase intention. However, most of these discussions focused on the influence of product brand on customer repeat purchase intention, other than the influence of ingredient brand on customer repeat purchase intention. This research takes the terminal consumer as the research object, and introduces the influence of the perceived ingredient brand value on the consumer repeat purchase intention. At the same time, the study explored the mediating effect of brand trust between the perceived ingredient brand value and consumer repeat purchase intention. This research is divided into five parts: introduction, literature review, conceptual model and research design, empirical analysis, research conclusion and prospect. The introduction mainly introduces the research background, research significance, technical route and the innovation of the study content; literature review mainly combed the relevant concepts and dimensions such as ingredient brand, perceived value, brand trust and consumer repeat purchase intention; the third part includes the conceptual model and research design. The basic research model and hypotheses were presented through the literature review and theoretical analysis, appropriate scale and the questionnaire were presented according to the model assumes, and appropriate methods of data analysis were determined; the empirical analysis is divided into two parts: pre research and formal survey. SPSS software was used for data to do the test about reliability and validity in the preliminary investigation, while Amos software was used for structural equation model analysis in the formal investigation; in the last part, the final conclusions of this study were summed up through the summary and analysis of the empirical results. And then, I put forward the management implications for ingredient suppliers and product manufacturers according to the conclusion. At last, I described the limitations and deficiencies of this study, and reveal possible future research directions of this study.
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