本文關(guān)鍵詞：家紡行業(yè)消費(fèi)者感知價(jià)值對(duì)其網(wǎng)絡(luò)購(gòu)買意愿的影響研究　出處：《天津工業(yè)大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

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【摘要】：隨著互聯(lián)網(wǎng)的普及,網(wǎng)上購(gòu)物越來越流行,家紡行業(yè)近幾年發(fā)展也頗為迅速,各大品牌也紛紛開拓線上營(yíng)銷。關(guān)于該行業(yè)消費(fèi)者感知價(jià)值對(duì)其網(wǎng)絡(luò)購(gòu)買意愿的影響研究,國(guó)內(nèi)外學(xué)者研究較少,本文通過對(duì)相關(guān)文獻(xiàn)的梳理,結(jié)合我國(guó)家紡行業(yè)的特征,構(gòu)建了家紡行業(yè)消費(fèi)者感知價(jià)值對(duì)其網(wǎng)絡(luò)購(gòu)買意愿的影響研究模型。列出影響家紡行業(yè)消費(fèi)者感知價(jià)值的因素:感知產(chǎn)品質(zhì)量、感知網(wǎng)站服務(wù)質(zhì)量、感知風(fēng)險(xiǎn)和品牌權(quán)益,以及家紡行業(yè)感知價(jià)值的兩個(gè)維度:功能價(jià)值和情感價(jià)值,并提出研究假設(shè)。通過問卷設(shè)計(jì)、小樣本數(shù)據(jù)搜集,刪除不合理的指標(biāo)及題項(xiàng),再通過大規(guī)模數(shù)據(jù)搜集和數(shù)據(jù)分析,得出結(jié)論,為家紡行業(yè)中小型企業(yè)提出營(yíng)銷建議,主要有保證產(chǎn)品質(zhì)量,與美譽(yù)度和知名度較高的品牌商合作,保證貨源質(zhì)量,提供優(yōu)質(zhì)服務(wù),包括售前、售中、售后,提高品牌權(quán)益,降低風(fēng)險(xiǎn)程度,網(wǎng)站不提供虛假信息,加強(qiáng)交易安全,完善網(wǎng)站的功能價(jià)值,提高產(chǎn)品質(zhì)量和服務(wù)質(zhì)量,增加品牌權(quán)益,減少風(fēng)險(xiǎn),使感知價(jià)值最大化,針對(duì)消費(fèi)者的喜好對(duì)癥下藥,如高學(xué)歷群體喜歡棉麻纖維等材質(zhì)的居多,花色偏好清新淡雅、簡(jiǎn)約純色或房間基調(diào)等,企業(yè)應(yīng)產(chǎn)品聚焦,進(jìn)行精準(zhǔn)營(yíng)銷等。
[Abstract]:With the popularity of the Internet, online shopping is becoming more and more popular, home textile industry in recent years is also quite rapid development. Each major brand has also opened up online marketing. On the impact of consumer perceived value on its network purchase willingness research, domestic and foreign scholars are less, this paper through the relevant literature combing. Based on the characteristics of home textile industry in China, this paper constructs a research model of the influence of consumer perceived value on the network purchase intention of home textile industry. The factors that affect the perceived value of home textile industry consumer are listed: perceived product quality. Perceived website quality of service, perceived risk and brand equity, and home textile industry perceived value of two dimensions: functional value and emotional value, and proposed research hypotheses. Through questionnaire design, small sample data collection. Delete unreasonable indicators and items, and then through large-scale data collection and data analysis, draw a conclusion, for small and medium-sized enterprises in the textile industry marketing recommendations, mainly to ensure product quality. Cooperate with the brands with high reputation and popularity to ensure the quality of supply, provide quality services, including pre-sale, in-sale, after-sale, improve brand rights and interests, reduce the degree of risk, the website does not provide false information. Strengthen transaction security, improve the functional value of the website, improve product quality and service quality, increase brand rights and interests, reduce risk, maximize perceived value, according to consumer preferences. Such as high education groups like cotton and hemp fiber materials, color preference fresh and elegant, simple solid color or room tone, enterprises should focus on products, precision marketing, etc.
【學(xué)位授予單位】：天津工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F724.6;F274;F713.55;F426.8

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