手機的品牌聯(lián)想對消費者行為傾向的影響研究.pdf

1、大連理工大學碩士學位論文手機的品牌聯(lián)想對消費者行為傾向的影響研究姓名：王曉偉申請學位級別：碩士專業(yè)：企業(yè)管理指導教師：肖洪鈞20091219手機的品牌聯(lián)想對消費者行為傾向的影響研究StudyontheEffectsofMobilePhoneBrandAssociationonConsumers’BehavioralIntentionsAbstractWimtheimprovementofpeople’Slivingstandardsmo

2、bilephonesbecomethenecessitiesoflife，andbrandsaregettingmoreattentionsDifferentbrandsstimulatedifferentassociationswhichwillmakeconsumersproducedifferentbehavioralintentionsThroughthemethodofempiricalanalysis，thepaperfin

3、dsoutthemainassociationfactorswhichinfluencedifferentconsumerbehaviorintentionsTheresultsishelpfulforenterprisetomakebrandstrategy’SOthedesiredconsumerbehaviorswillbeachievedmoreaccuratelyInthatwaycompaniesCallcreatemore

4、valueandestablishstrongerbrandcompetitiveadvantageOnthebasisofpreviousstudies，thepaperaddsanewfactortobrandassociationThenittLsesthemethodofquestionnaireandseveralstatisticalresearchsuchasdescriptivestaffsticanalysisofco

5、rrelationandanalysisofregressiontoanalyzetherelationshipofmobilephonebrandasSOciationandconsumers’behavioralintentionsTheresearchfindsmainassociationfactorsaffectingconsumer’Sbellavioralintentionsandconfirmmosthypotheses

6、ResearchresultsareshowedasfollowedFirstlyConsumers’recommendingintentionmainlyisaffectedbypersonalidentification，statusandguaranteeSecondlyConsumersrepurchaseintentioniSmainlyaffectedbypersonalidentificationsocialidentif

7、icationandguaranteemrdlyConsumers’pricepremiumintentioniSmainlyaffectedbystatusguaranteeandenterpriseassociationFinallyconsumers’extensionintentionismainlyaffectedbypersonalidentificationstatusandguaranteeassociation’Acc