品牌传播对互联网金融业消费者选择行为影响研究
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引用本文:邓 恩1,2,向志强3,赵 明2.品牌传播对互联网金融业消费者选择行为影响研究[J].财经理论与实践,2017,(5):33-38
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作者单位
邓 恩1,2,向志强3,赵 明2 (1.湖南大学 经济与贸易学院 湖南 长沙 4100792.湖南广播电视大学 财经商贸系 湖南 长沙 410004
3.湖南大学 新闻传播与影视艺术学院 湖南 长沙 410082 )
 
中文摘要:依据问卷调查数据,构建二元选择Logit模型,考量品牌传播对互联网金融业消费者选择行为影响。结果显示:互联网金融品牌的产品属性与大多数品牌传播属性对消费者选择的影响表现为正向效应,产品属性越好、品牌传播效果越好,消费者购买该互联网金融品牌产品的意愿或可能性越大;互联网金融品牌产品属性对消费者选择行为的影响作用大于品牌传播属性的影响。此外,短期内产品属性通常不会有较大改变,类似常量。鉴此,互联网金融企业品牌管理者,应从提升互联网金融品牌产品的品牌传播属性入手,着力提升品牌传播效果,有效提高消费者购买该品牌产品的意愿。
中文关键词:互联网金融业  Logit模型  消费者选择行为  品牌传播
 
An Empirical Study on the Behavioral Influence Brought by Brand Communication on Consumers Choice in the Field of Internet Finance
Abstract:With the questionnaire survey data,the Logit model is adopted in constructing the binary model to measure the influence of brand communication on the choice of consumers in Internet financial sector.The results show that the product attributes of Internet financial brand,along with the brand communication attributes of many other brands,can generate positive effect to the customers.The better a product attribute is,the optimal the brand marketing will be,and the greater the willingness of the customers in purchasing the products from the Internet financial brand.Compared to brand communication attributes,the product attributes of the Internet financial brand bear bigger influence when it comes to the customers choice.Apart from that,product attributes will usually not be altered significantly in a short period of time,which is rather similar to constant.Therefore,the brand managers of Internet financial enterprise should take the entry point as enhancing the brand communication attributes of Internet financial brand product to enlarge the brand communication effect,therefore to effectively improve the consumers willingness to purchase certain brands product.
keywords:internet finance  the Logit model  consumer choice behavior  brand communication  influence
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