影響顧客重購意愿的品牌資產維度研究--基于筆記本行業(yè)的實證分析.pdf

1、南京財經大學碩士學位論文影響顧客重購意愿的品牌資產維度研究基于筆記本行業(yè)的實證分析姓名：魏巍申請學位級別：碩士專業(yè)：企業(yè)管理指導教師：姚杰20080109IIABSTRACTWiththedevelopmentofNotebookPCindustrybringhasbecomethetrendofcompetitionwhichhaspromotedthesuccessofgoodcompaniesfailureofbadones.Th

2、erefebuildingbriscrucialtoallofthem.AtthesametimepersonalPCmarketisgrowingrapidlywhichalmostequalstothebusinessmarket.ManyinternationalcomputercompanieshavelaunchintothemarketofChinamemepeoplewanttorenewtheircomputers.In

3、dertotakeadvantageinthesecompetitionsdomesticcomputercompaniesmustbuildstrongbrs.Basedonthisinfmationthispaperbeginstodiscuss.Firstlytheauthsummarizestheliteraturesonrepurchaseintentionbrequitytheresearchofbrequityonther

4、epurchaseintentionofcustomer.Thentheauthbeginswiththeemeyer’smodelmodifiesitaccdingtothefactswhichcanaffectrepurchaseintentionofcustomertheacteristicsofnotebookPCindustry.Atlasttheauthsetsupthemodeloftheinfluenceofbrequi

5、tyontherepurchaseintentionofcustomerbasedonthenotebookPCindustry.AccdingtothismodeltheauthdesignsquestionnairessurveycustomerswhohavehadanotebookPC.ThentheauthusesSPSStoanalyzethequestionnairesfindoutthatbrrecognitionper

6、ceivedvaluearethedirectantecedentofrepurchaseintentionbrimageperceivedqualitybruniquenesscanindirectlyaffectrepurchaseintentionthroughbrrecognitionperceivedvalue.Besidesthattheauthfindsoutthatperceivedvaluewhichmainlycom

7、esfrombruniquenessiscrucialtorepurchaseintention.Theauthalsofindsoutthatbrimageisthedirectantecedentofbrrecognition.Finallytheauthfurthermodifiesthemodelbasedontheoutcomeofmarketresearch.Afterthattheauthdeeplyanalyzesthe

8、meaningwhichthemodelshowsbasedonthenotebookPCindustry.Theanalysisindicatesthat(1)thereasonwhybrrecognitionisthedirectantecedentofrepurchaseintentionisthatcustomersarenotfamiliarwithcomputerstheperceiveddifferenceinbrreco

9、gnition(2)thereasonwhybrimageistheindirectantecedentofrepurchaseintentionisthatdifferentbrscan’tembodytheimageofcustomers(3)althoughthereisnodifferenceinperceivedvaluebetweendifferentbrsperceivedvalueisstillthedirectante