摘要
文章基于因子分析的方法来对网络搜索品牌进行定位。首先,通过头脑风暴法找出消费者使用网络搜索的所有影响因素,然后,从语义角度对影响因素合并归类,并据此设计调查问卷,得出产品特色、品牌形象和消费者体验3个公因子及各个公因子对搜索使用的影响,最后根据分析结果给出相应的对策和建议。研究发现:相较于产品特色,消费者体验对消费者的搜索使用影响更大;品牌形象对搜索量没有显著影响。
The article located the searching brand on the bases of factor analysis First of all,through brainstorming to identify factors that affect the use of all consumer web search and then,from the angle of semantics factors were classified according to the design of the questionnaire,the characteristics of the product,brand image and consumer experience three factors and each factor influence on the search for use,according to the analysis results are given the corresponding countermeasures and suggestions.The results show that:compared with product characteristics,consumer experience has a greater impact on consumer search;brand image has no significant impact on the amount of search.
作者
田超杰
韩涛
TIAN Chaojie;HAN Tao(Henan University of Engineering,Zhengzhou 451191)
出处
《北京经济管理职业学院学报》
2018年第1期32-37,共6页
Journal of Beijing Institute of Economics And Management
基金
国家社会科学基金项目"中国老字号时尚化的机理
路径及对策研究"(17BGL092)
关键词
网络搜索
品牌定位
因子分析
search engine
brand positioning
factor analysis