本研究在对以往研究成果系统回顾与梳理的基础上从消费者角度研究 USP，
提出 USP 感知对品牌形象和顾客购买意向的影响，以及品牌形象对顾客购买意向
影响的关系模型。其中 USP 感知分为安全保证、知识学习、差异识别以及情感亲
近四个维度，品牌形象和购买意向作为单维度。本研究所设计问卷通过互联网和
人员两种方式发放，回收问卷 274 份，通过筛选得到有效问卷 242 份。分析了数
据的可靠性和有效性，并在此基础上对本研究所提假设进行了验证。
实证结果显示：USP感知安全保证、知识学习、情感亲近维度对品牌形象具
有显著的正向影响。而USP感知差异识别维度对品牌形象具有显著的负向影响。
品牌形象对顾客购买意向具有显著的正向影响。品牌形象在USP感知对顾客购买
意向的影响中扮演着重要的中介作用。USP感知安全保证维度既可以直接影响顾
客购买意向，还可以通过品牌形象来影响顾客购买意向。而USP感知知识学习、
差异识别、情感亲近维度虽然不能直接影响顾客购买意向，但可以通过影响品牌
形象来影响顾客购买意向。最后根据研究结论，提出了有针对性的营销管理建议。
关键词：USP；USP 感知；品牌形象；购买意向
Abstract
In recent years, Unique Selling Proposition (USP) has been widely recognized by
many people in both marketing field and advertising field. Meanwhile, articles related
to USP theory appeared frequently in marketing journals. As to China, USP has
developed quickly in Chinese market, and has made great achievement. The theory of
USP interested many scholars at home and abroad. However, most of the existing
researches are about the introduction of USP theory and actual examples of USP
application. There were little researches on the USP theory itself, and almost no
empirical research on the USP. In practice, developing USP can help customers and
guide the management of the enterprise, and finally bring progress to the enterprise.
Therefore, it is of great theoretical and practical significance to do research on the
USP.
Through reviewing and combing the past research results systematically, we put
forward the relationship model about the influence of USP perception to brand image
and purchase intention and the influence of brand image to purchase intention from
the point of view of consumer. USP perception is divided into four dimensions, which
are safety guarantee, knowledge learning, differences recognition, and emotional
intimacy. And brand image and purchase intention are taken as single dimension
variables in this paper. Internet survey and personnel interview are the two major
ways to release the questionnaire. We get a total of 274 questionnaires. After
screening questionnaires, there are 242 effective questionnaires finally. Then the
paper analyzes the reliability and effectiveness of the data, and based on this, it tests
the hypothesis of this research.
The empirical results show that, the demensions safety guarantee, knowledge
learning and emotional intimacy of USP are positively related to brand image.
Meanwhile, differences recognition has negative impact on the brand image. Brand
image is positively related to purchase intention. The brand image plays an important
intermediary role in the process of the influence of USP perception to customer
purchase intention. Safety guarantee dimension of USP perception can not only affect
the customer purchase intention directly, but also affect customer purchase intention
through the brand image. Knowledge learning, differences recognition and emotional
。。。
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