基于因子分析的网络搜索品牌定位问题实证研究

An empirical searching on the brand positioning of the network searching based on factor analysis

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.