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| DC Field | Value | Language |
|---|---|---|
| dc.contributor.advisor | Jiang Hai Yue | - |
| dc.contributor.author | Yuxin Wu | - |
| dc.date.accessioned | 2022-12-14T03:10:42Z | - |
| dc.date.available | 2022-12-14T03:10:42Z | - |
| dc.date.issued | 2022 | - |
| dc.identifier.uri | https://rsuir-library.rsu.ac.th/handle/123456789/1341 | - |
| dc.description | Thesis (MBA (Business Administration)) -- Rangsit University, 2021 | en_US |
| dc.description.abstract | 随着全球对于节能环保的不断重视，新能源汽车时代即将来临，世界各国都 在积极发展新能源汽车产业，中国作为世界汽车消费第一大国，对于大力发展新 能源汽车产业则更为重视。 本研究立足于新能源汽车企业品牌建设，以品牌价值、品牌个性和消费者购 买意愿之间存在何种关系为研究问题，通过问卷调查的方式总共收集了466 份有 效问卷进行数据收集、分析，最后验证假设模型成立，品牌个性在品牌价值和消 费者购买意愿之间起中介作用。同时研究结果发现：品牌价值的功能价值对购买 意愿的影响效果最为显著；品牌个性中“勇”、“仁”、“乐”对购买意愿的影响效果 最为显著。在中介效应研究中，品牌价值通过“勇”、“仁”、“乐”三个维度对购买 意愿影响效果最为显著 | en_US |
| dc.language.iso | zh | en_US |
| dc.subject | Automobile industry and trade | en_US |
| dc.subject | Branding (Marketing) -- Case studies | en_US |
| dc.subject | Consumer behavior | en_US |
| dc.subject | Brand name products | en_US |
| dc.title | A study of the impact of brand value of new energy automobile industry on consumers purchase intention with brand personality as an intermediary variable | en_US |
| dc.title.alternative | 中国新能源汽车消费者购买意愿的影响因素研究 ——以品牌个性为中介变量 | en_US |
| dc.type | Thesis | en_US |
| dc.description.other-abstract | With the world's continuous attention to energy conservation and environmental protection, the era of new energy vehicles is coming, and the countries all over the world are actively developing the new energy vehicle industry. As the world’s largest automobile consumer country, China pays more attention to vigorously developing the new energy vehicle industry. This research is based on the brand construction of new energy vehicle enterprises, brand value, the relationship between brand personality and consumer purchase willingness as the research problem. The data were collected through the questionnaire survey, and then analyzed. Finally, there was a verification of the hypothesis model, brand personality that plays an intermediary role between brand value and consumer willingness to buy. At the same time, the research results revealed that the functional value of the brand value had the most significant impact on the purchase intention; the “courage”, “benevolence” and “happy” had the most significant impact on the purchase intention. As to the study of the intermediary impact, the brand value had the most significant impact on the purchase intention through the three dimensions of “brave”, “benevolence” and “happy” | en_US |
| dc.description.degree-name | Master of Business Administration | en_US |
| dc.description.degree-level | Master's Degree | en_US |
| dc.contributor.degree-discipline | Business Administration | en_US |
| Appears in Collections: | InCC-BA-M-Thesis | |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| YUXIN WU.pdf | 1.43 MB | Adobe PDF | View/Open |
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