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Abstract There are both experiential and rational consumers among female college students. In the age of perse means of consumption, they tend to be more experiential and the brand image which is seen as a symbol to distinguish one brand from others has a more important influence on their consumption. Based on consumer psychology, analysis on the influencing factors of skin-care products’ brand image was made among female college students from two aspects: functional attributes and symbolic attributes.35527
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Based on research questions, an online questionnaire was designed and several influencing factors of both products’ functional attributes and symbolic attributes were summed up with the assistance of the online questionnaire. What’s more, consumer behavior was tested to indicate consumer psychology. And the influencing factors of brand image were found out by the level of their evaluation. Through the analysis, it is found that most informants are experiential, and they hope to use the products to mirror their personalities and self-image. Thus, they pay attention to many symbolic attributes like brand reputation and brand popularity in spite of functional attributes like function and quality. The influencing factors are analyzed and summarized from the empirical study, with which, some strategies are offered for corporations in accordance with the study to help them keep high consumer loyalty and build up a good brand image.
Key words: consumer psychology female college students brand image products’ functional attributes products’ symbolic attributes
摘要女大学生的消费方式有感性消费和理性消费之分，在消费方式多元化的今天，其消费方式有向感性消费转变的趋势，富含感性因素的品牌形象对其产生越来越大的影响。本文基于消费者心理从产品功能性属性和产品象征性属性两个文度来分析女大学生护肤品品牌形象影响因素。通过实证研究，作者总结出几大影响女大学生护肤品牌形象的因素。
针对研究问题，对女大学生消费心理、产品功能性属性、产品象征性属性等借助网络问卷进行数据收集，通过研究女大学生的消费行为来进一步分析其消费心理，并通过其在消费过程中受不同要素的影响程度来测量品牌形象影响因素。通过分析发现，女大学生中感性消费者居多，她们感性，通过使用的产品彰显个性，凸显自我形象。在护肤品消费过程中，注重商品功能性属性，易受品牌信誉、品牌知名度、品牌个性等影响。
通过研究，基于消费者心理分析并总结了女大学生护肤品品牌形象的影响因素，从而能更好地为护肤品企业提出针对性的策略来提高顾客忠诚度，塑造良好的品牌形象。
毕业论文关键词:消费心理 女大学生 品牌形象影响因素 产品功能性属性 产品象征性属性
Contents
Abstract i
摘要 ii
Contents iii
Chapter One Introduction 1
1.1 General statement 1
1.2 Purpose and significance of the study 2
1.3 Structure of the thesis 4
Chapter Two Literature Review 4
2.1 Studies on brand image 4
2.2 Studies on factors of brand image 6
2.3 Studies on consumer psychology 8
2.4 Studies on the relationship between brand image and consumer psychology 11
Chapter Three Research Methodology 11
3.1 Subjects 12
3.2 Methodology 13