雇主品牌对消费者购买行为影响的实证研究

以华硕公司为研究对象,收集202份有效问卷,通过运用SPSS 17.0对雇主品牌竞争力评估和消费者行为进行方差分析,探索雇主品牌对内、外部消费者购买行为的影响。研究结果表明:雇主品牌对外部消费者在重复购买、推荐购买和购买意向方面均具有显著影响;而对于内部消费者,仅在推荐购买和购买意向方面具有显著效应。在营销实践中,企业可以通过履行和传播社会责任、改善员工薪酬和培育优秀企业文化等策略,提升雇主品牌形象,从而提高长期的品牌资产,获得消费者心灵市场份额。

The Impact of Employer Brand on Consumer Purchase Behavior

Based on a total of 202 valid samples, the study explores how the employer brand influences internal and external consumers' purchasing behavior by using SPSS 17.0. The results show that repeated purchase, recommended purchase and purchase intent are positively related to employer brand for external consumers, while for internal consumers, the employer brand only has significant effect on recommended purchase and purchase intent. In marketing practice, we can improve employer brand image to increase long-term brand equity, so as to capture customers' mind share by performing and communicating company social responsibility, improving payment, and cultivating business culture.