基于回归模型的国产日化品牌信任影响因素分析——以山东省为例

Analysis of Factors Influencing Trust in Domestic Daily Chemical Brands Based on Regression Models—A Case Study of Shandong Province

摘要: 近年来，中国经济高质量发展与文化软实力提升为国内消费市场创造了新的增长空间，消费者需求呈现多元化、品质化趋势，这为国产日化品牌转型升级提供了重要机遇。为系统探究消费者对国产日化品牌信任的形成机制，本研究采用计量经济学与心理测量学相结合的研究范式：首先对调研数据进行WOE (Weight of Evidence)编码处理，通过Min-Max标准化方法消除量纲影响，并基于信息价值(IV)指标进行特征筛选；继而构建二元Logistic回归模型，以通过IV值检验的5个核心特征作为解释变量，以“品牌信任度”作为被解释变量，并采用KS统计量进行模型判别效度检验；最后通过构建结构方程模型(SEM)和Bootstrap链式中介效应模型进行多维度路径分析。研究结果表明，宣传倾向、品牌定位和年龄三个因素显著影响消费者对国产日化品牌的偏好，且三个因素间不存在显著的中介效应。这说明，消费者对国产品牌的信任主要受品牌宣传力度、品牌定位清晰度以及消费者年龄特征的影响。基于此，本文建议国产日化品牌应加大宣传力度以提升品牌认知，优化品牌定位以增强差异化竞争力，并针对不同年龄层消费者制定精准营销策略，从而进一步提升市场占有率与消费者信任度。

Abstract: In recent years, China’s high-quality economic development and enhanced cultural soft power have created new growth opportunities in the domestic consumer market, where increasingly diversified and premium-oriented consumer demand presents significant potential for the transformation of domestic daily chemical brands. This study systematically examines the formation mechanism of consumer trust in domestic brands by employing an integrated econometric and psychometric approach, including WOE encoding, Min-Max normalization, IV-based feature selection, logistic regression modeling with KS validation, and SEM-based mediation analysis. The results demonstrate that brand communication intensity, positioning clarity, and consumer generational characteristics significantly and directly influence trust formation without notable mediation effects, suggesting that effective brand promotion, differentiated positioning, and age-specific marketing strategies should be prioritized to enhance market competitiveness and consumer loyalty in this evolving sector.