本文選題：網(wǎng)絡(luò)品牌忠誠 + 顧客滿意�。� 參考：《揚州大學(xué)》2009年碩士論文

【摘要】： 作為構(gòu)成品牌資產(chǎn)的重要組成部分的品牌忠誠已經(jīng)得到了學(xué)術(shù)界的廣泛重視和研究。隨著網(wǎng)絡(luò)技術(shù)的盛行,人類社會逐步進入網(wǎng)絡(luò)時代,而網(wǎng)絡(luò)品牌忠誠是否依然是網(wǎng)絡(luò)品牌資產(chǎn)的重要組成部分的研究,不僅具有學(xué)術(shù)上的研究價值,在企業(yè)的網(wǎng)絡(luò)品牌資產(chǎn)管理中也有著重要的實踐意義。 本研究從系統(tǒng)性、可操作性的角度出發(fā),對國內(nèi)外相關(guān)理論研究成果進行了回顧、分析與梳理,在此基礎(chǔ)上結(jié)合自己的理解,通過實證研究與分析對狹義上的網(wǎng)絡(luò)品牌忠誠進行研究,運用因子分析法探討其影響因素,并使用結(jié)構(gòu)方程構(gòu)建網(wǎng)絡(luò)品牌忠誠模型。分析結(jié)果發(fā)現(xiàn):網(wǎng)絡(luò)品牌忠誠主要由內(nèi)因與外因兩個方面共同作用形成,其中內(nèi)因為顧客滿意與顧客價值兩個方面,外因主要為產(chǎn)品與服務(wù)品質(zhì)、網(wǎng)絡(luò)品牌信任和轉(zhuǎn)移障礙三個方面。最后在實證分析的基礎(chǔ)上對企業(yè)如何建立、維護并提升網(wǎng)絡(luò)品牌忠誠從內(nèi)外因五個方面進行簡要探討。 本研究在理論方面能夠進一步豐富充實網(wǎng)絡(luò)品牌忠誠領(lǐng)域的研究,為網(wǎng)絡(luò)品牌忠誠的理論發(fā)展做出貢獻,為未來網(wǎng)絡(luò)品牌忠誠的研究提供一種研究思路;在實踐方面,可以使企業(yè)更好地了解顧客的網(wǎng)絡(luò)品牌忠誠行為,明晰驅(qū)動消費者形成網(wǎng)絡(luò)品牌忠誠的因素,進而根據(jù)研究結(jié)論和營銷啟示有針對性地制定行之有效的營銷。
[Abstract]:As an important part of brand equity, brand loyalty has been widely paid attention and studied by academic circles. With the prevalence of network technology, human society has gradually entered the network era, and whether the network brand loyalty is still an important part of the network brand equity is not only of academic value. Also has the important practical significance in the enterprise network brand asset management. From the point of view of systematization and maneuverability, this study reviews, analyzes and combs the relevant theoretical research results at home and abroad, on the basis of which, it combines with its own understanding. Through empirical research and analysis of network brand loyalty in a narrow sense, the factor analysis method is used to explore its influencing factors, and the structural equation is used to construct the network brand loyalty model. The results show that online brand loyalty is mainly formed by internal and external factors, in which customer satisfaction and customer value are two main internal factors, and external factors are mainly product and service quality. Network brand trust and transfer obstacles in three aspects. Finally, on the basis of empirical analysis, this paper briefly discusses how to establish, maintain and promote network brand loyalty from five aspects: internal and external factors. This research can enrich and enrich the research of network brand loyalty further in theory, contribute to the theoretical development of network brand loyalty, and provide a kind of research thought for the future research of network brand loyalty. It can make the enterprise better understand the customer's network brand loyalty behavior, make clear the factors that drive the consumer to form the network brand loyalty, and then make the effective marketing according to the research conclusion and marketing inspiration.
【學(xué)位授予單位】：揚州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F273.2;F274

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本文編號：2065764