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论文编号：	917
作者编号：	2120071967
上传时间：	2009/5/23 23:17:52
中文题目：	企业认同感对消费者购买意向影响
英文题目：	A study of the impact of Compa
指导老师：	李东进
中文关键字：	企业认同感；消费者行为；购买意
英文关键字：	Company Identification；Consu
中文摘要：	在市场竞争日益激烈的今天，企业对消费者的争夺已经到了白炽化的地步。要想在残酷的市场竞争中胜出，获得消费者的青睐是关键。所以，研究影响消费者购买意向的各种因素已经变得越来越重要。市场方面的学者已经就影响消费者的购买意向的各种因素，如价格、质量、参照群体等做了相关的研究。但是，我们如果跳出产品本身的狭窄视野，从另外一个角度来看待消费者的购买行为，可以察觉出，在消费者的购买决策过程中，企业形象也起到了很重要的作用。消费者通常喜欢那些具有良好的企业声誉和履行社会责任的企业的产品，因为这些企业的形象可以提升消费者对自身形象的感知。所以，消费者对企业的认同感会对其消费产生一定的影响，那么我们要考虑影响消费者对企业认同感的因素是什么呢？以及他们是怎么样起作用呢？这些将是本研究将要探讨的内容。 本研究以消费者企业认同感为研究主题，首先进行理论回顾，主要涉及影响消费者企业认同感的一些相关因素：企业信誉、企业知名度、企业社会责任。然后从消费者行为学的角度，对消费者行为和购买意向等理论进行了相应的归纳总结。最后简要的对消费者企业认同对消费者购买意向影响进行了阐述。 通过对样本数据的整理和分析，本研究得出结论：企业信誉任对消费者企业认同感具有正向关系；消费者企业认同感对消费者购买意向具有正效应；通过追加分析可知，消费者企业认同感对男性消费者购买意向的影响作用要强于女性消费者。 因此，通过本研究的结论可以得知，消费者企业认同感的强弱是非常重要的，认同感强的企业可以提高消费者对其生产的产品的购买意愿。所以，市场营销人员应该关注消费者企业认同感，努力从企业声誉等方面来增强消费者对企业的认同感。
英文摘要：	With the development of the economy, the market has been becoming increasingly competitive. In order to survive during the market competition, the key is to attract consumers’ attention. So, the researches on the factors which impact the product evaluation and purchase behavior of consumer have been becoming more and more important. Many scholars of marketing have studied various factors which impact the behavioral of consumers, such as price、quality、and relevant groups Etc.. However, if we jump out of the narrow field of products’ vision, to look at the consumer Purchase behavior from another point of view, we will find that the corporate image also plays a very important role during the consumers’ decision-making process. Consumers usually like to purchase products from those enterprises which have a good corporate reputation and fulfill their social responsibilities. Because these enterprises can improve the image of the consumer’s perception of their own. Therefore, Company Identification has a certain impact on Consumers’ consumption. Then we have to consider what are the factors that impact the Company Identification? And how do they work? These will be explored in this study. Company Identification will be the research theme in this study. We first recall the related theory which has impact on Company Identification, including Corporate reputation, Corporate well-known and Corporate Social Responsibility. Then we summary related theories on Consumer behavior and Purchase Intention. Finally, we briefly describe the impact of Company Identification on consumer behavior. Through sorting and analyzing the Samples data, It can be concluded that: Corporate Reputation has a positive affection on Company Identification; Company Identification has a positive effect on purchase intention; The effect of Company Identification on male consumer purchase intention is more obvious than female. Therefore, from of the conclusions of this study it will be able to say that, the Strength of Company Identification is very important. Strong Identification can increase consumers’ Purchase intention. So, marketing staffs should pay attention at the Company Identification, and enhance the Company Identification from the corporate reputation, etc.
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