品牌敏感影响因素的假设性研究及理论模型构建

品牌敏感是消费者行为领域一个重要的研究课题。首先明确了品牌及品牌敏感的概念,并结合目前有关品牌敏感的研究文献,以服装购买为例进行了探索性研究。其次在小范围调研后,通过主题分析法找出了品牌敏感的影响因素,即消费者感知质量差异、品牌定位、消费价值观和消费氛围,并据此提出了品牌敏感的理论模型。最后就理论模型和现有的研究结果进...

Hypothetical Research on the Influencing Factors of Brand Sensitivity and the Construction of Theoretical Models

Brand sensitivity is an important research subject in the field of consumer behavior.This paper,based on the document research of current brand sensitivity,defines the concepts of brand and brand sensitivity by taking the purchase of clothing as an example.After investigation in a small range,it finds out the factors influencing brand sensitivity through theme analysis,including consumers' perceived quality differences,brand positioning,consumption values and consumption atmosphere,and on this basis,it pres...