摘要
以高校应届毕业生作为研究样本,在理论分析的基础上运用结构方程模型方法对手机品牌形象与价格敏感度的关系进行实证分析,同时检验自我-品牌联结在该关系中的中介作用。研究结论显示:手机品牌形象由象征性形象、功能性形象和经验性形象构成,对价格敏感度有显著负向影响,自我-品牌联结在手机品牌形象与价格敏感度之间起部分中介作用。据此,为手机厂商进行品牌价格敏感度管理提出树立品牌形象意识、开发中高价位市场和品牌形象匹配目标群体自我概念3条对策。
Taking university graduating students as research sample,this paper analyzes the relationship between mobile phone brand image and price sensitivity with the method of structural equation model,and tests the mediating effect of self-brand connections in the relationship.The results show,the mobile phone brand image which consists of symbolic image,functional image and experiential image has a significant negative impact on price sensitivity,self-brand connections play a partial intermediary role in the relationship of mobile phone brand image and price sensitivity.Accordingly to the research findings,the paper presents 3 suggestions for mobile phone vendor to manage the price sensitivity of brand as:establishing the consciousness of brand image,developing middle and high priced market,and letting brand image match target group self concept.
作者
秦玲玲
Qin Lingling(Fujian Normal University Minnan Science and Technology Institute,Quanzhou Fujian 362332,China)
出处
《江苏商论》
2018年第11期3-7,共5页
Jiangsu Commercial Forum
基金
福建省教育厅中青年教师教育科研项目:多学科视角下在线负面评论对消费者创新抗拒的作用机理研究(项目编号:JAS160811)
