品牌形象对购买意愿影响的性别差异研究——以自用化妆品市场为例

Gender Differences of Brand Image on Purchase Intention——Based on Private Use Cosmetics Market

本文以自用化妆品消费者为研究对象,通过调查问卷收集数据并利用因子分析和Logistic回归的方法对数据进行分析处理,由此探讨了品牌形象对消费者购买意愿影响的性别差异。研究结果表明,厂商或企业为了更好地提高其顾客的购买意愿,要区别对待不同性别的消费者,做到有目的、有计划、有组织地建立其产品的品牌形象,从而使企业或厂商在竞争中立于不败之地。

The research object of this paper is the consumers in private use cosmetics market.The paper uses factor analysis and logistic regression methods in the questionnaire data analysis and processing,and it also investigates the gender differences of brand image on purchase intention.The results show that in order to better stimulate the consumer’s purchase intention,companies or enterprises should pay more attention to gender differences of consumers in building the brand image of their products.For male consumers,they should pay more attention to establish good functional and symbolic brand image,and for female consumers,they should focus more on establishing good empirical brand image.