基于SEM的高校通信市场品牌忠诚度影响因素分析 - 中国统计教育学会.docVIP

基于SEM的高校通信市场品牌忠诚度 影响因素分析 云南大学 孙鲁云、李婷、张云怡 摘要 近年来高校通信市场持续高速发展，已成为各大通信运营商必争之地。研究高校通信市场品牌忠诚度对通信运营商提高品牌市场竞争力十分重要。以云南大学呈贡校区为例，运用结构方程模型研究高校通信市场品牌忠诚度及其影响因素。首先根据顾客忠诚理论设计调查问卷,问卷通过信度和效度检验。采用比例分层抽样的方式随机抽取500名大学生进行正式调查。对数据预处理后，进行描述统计。在构建模型前，对结构方程模型的一些假定与适用条件进行了讨论。通过KMO样本测度和Bartlett球形检验后，运用探索性因子分析和结构方程模型对品牌忠诚度影响因素进行分析，模型拟合效果良好。运用因子分析法确定指标权重，构建高校通信市场品牌忠诚评价指标，计算出通信品牌客户的忠诚指标，运用方差分析对不同通信品牌客户的忠诚度进行差异分析。 主要研究结论如下： 1.顾客满意对行为忠诚、态度忠诚有直接的正向作用；顾客感知价值通过顾客满意间接影响顾客行为忠诚和态度忠诚；转换成本对大学生的影响力度较小； 2.各通信品牌实施的话费优惠活动可以提高大学生的态度忠诚度； 3.该校大学生通信品牌行为忠诚平均得分63.71，态度忠诚平均得分63.04，属于一般水平； 4.该校大学生通信品牌忠诚客户比例26.67%，与央视市场研究机构CTR 2009年的一项调查结果——中国消费者对通信品牌忠诚比例22%比较，大学生群体的品牌忠诚客户比例稍高，但仍低于2009年的全球平均水平42%。 5.不同通信品牌忠诚度的平均值没有显著性差异，但忠诚客户的比例差异明显：移动（28.07%）电信（16.67%）联通（11.76%）。 6.中国高校通信市场产品趋同、个性化产品不足In recent years, with the sustained and rapid development of communications market in universities, it has been the hotly contested spot for the mobile telecom carriers. The study of brand loyalty of communications market in universities is significant to enhance brand competitiveness for mobile telecom carriers. To take Chenggong Campus of Yunnan University for example, this paper based on structure equation modeling, studies brand loyalty of communications market in universities and its influencing factors. Firstly, questionnaires design based on the theory of customer loyalty was needed .Two pilot surveys were made. Then the reliability and validity of the questionnaires were assessed. The population of this study consisted of 9814 college students and by a stratified proportional random sampling technique, 500 college students were chosen as sample of the study. Descriptive statistics?was used to describe the basic features of the sample. Before modeling, there were a discussion of the assumptions and applicable conditions of structure equation modeling. After doing KMO and Bartlett’s test of sphericity, this paper adopted exploratory factor analysis and structure equation modeling to analyze the influencing factors of brand