【摘要】：隨著網(wǎng)絡(luò)購物市場迅速發(fā)展且呈平穩(wěn)增長的態(tài)勢,網(wǎng)絡(luò)購物也成為我國大眾青睞的購物方式。對于品牌經(jīng)營而言,在網(wǎng)絡(luò)購物市場成熟發(fā)展的背景下,要獲得長久的發(fā)展還需要從消費者角度進一步挖掘消費者網(wǎng)絡(luò)購物的影響因素,以便針對性地采取策略經(jīng)營品牌。因此,研究消費者網(wǎng)絡(luò)購物的影響因素就顯得尤為重要。通過分析網(wǎng)絡(luò)購物的趨勢,本文認為研究消費者網(wǎng)絡(luò)購物的影響因素可以從消費者行為的角度切入。本文引入網(wǎng)絡(luò)購物情景下,品牌推崇對消費者購買意愿的影響研究。首先,歸納總結(jié)了購買意愿理論,網(wǎng)絡(luò)購買意愿的影響因素,品牌推崇相關(guān)概念,品牌推崇的構(gòu)成變量對消費者網(wǎng)絡(luò)購買意愿的影響,信任與風(fēng)險的概念,信任、風(fēng)險與網(wǎng)絡(luò)消費者購買意愿關(guān)系的研究成果。以此得出,在網(wǎng)絡(luò)購物情境下,品牌推崇的積極的品牌推薦和抵制競爭品牌兩個構(gòu)成變量分別通過對品牌推崇者的信任和感知風(fēng)險兩個中介變量,最終影響消費者購買意愿的實證模型。其次,通過查找相關(guān)文獻設(shè)計積極的品牌推薦、抵制競爭品牌、對品牌推崇者信任、感知風(fēng)險、購買意愿、信任傾向六個變量的測量問項,繼而形成調(diào)查問卷。通過收集調(diào)查問卷,獲得數(shù)據(jù)樣本,采用SPSS20.0和A]MOS21.0軟件進行實證分析,最終對結(jié)果進行討論,得出結(jié)論。品牌推崇者一方面自身購買意愿強烈,另一方面積極的品牌推薦和抵制競爭品牌兩個維度正向影響消費者對品牌的購買意愿。品牌推崇構(gòu)成變量積極的品牌推薦正向作用消費者對品牌推崇者的信任,從而正向影響消費者的購買意愿,其中,對信任傾向較高的消費者進行品牌推薦,其更容易對品牌推崇者產(chǎn)生信任。品牌推崇抵制競爭品牌另一構(gòu)成變量正向作用消費者對競爭品牌B的感知風(fēng)險,從而正向影響消費者對推崇品牌A的購買意愿。本文得出品牌推崇通過積極的品牌推薦和抵制競爭品牌兩個構(gòu)成變量正向影響消費者的購買意愿,品牌推崇者能夠為品牌創(chuàng)造價值。在此基礎(chǔ)上,最后本文為商家提供了實踐建議,以供參考。
[Abstract]:With the rapid development and steady growth of online shopping market, online shopping has become a popular shopping mode in China. For brand management, in the context of the mature development of online shopping market, in order to achieve long-term development, it is necessary to further explore the influencing factors of consumer online shopping from the perspective of consumers, in order to take targeted strategies to manage brands. Therefore, it is particularly important to study the influencing factors of consumer online shopping. By analyzing the trend of online shopping, this paper thinks that the influencing factors of consumer online shopping can be cut from the perspective of consumer behavior. In this paper, the influence of brand esteem on consumers' willingness to buy is studied under the circumstance of online shopping. First of all, it summarizes the theory of purchase intention, the influence factors of network purchase intention, the related concepts of brand esteem, the influence of the component variables of brand esteem on consumers' willingness to buy online, the concept of trust and risk, the concept of trust. Research results on the relationship between risk and consumers' willingness to buy. In this way, in the context of online shopping, the positive brand recommendation and resistance to competition brand two constituent variables, respectively through the trust and perceived risk of brand admirers two intermediary variables, An empirical model that ultimately affects consumers' willingness to buy. Secondly, by looking up relevant literature to design positive brand recommendation, resist competition brand, trust, perceived risk, purchase intention, trust tendency of six variables, and then form a questionnaire. Through collecting the questionnaire, obtaining the data sample, using SPSS20.0 and A] MOS21.0 software to carry on the empirical analysis, finally carries on the discussion to the result, draws the conclusion. On the one hand, brand admirers have a strong desire to buy, on the other hand, positive brand recommendation and resistance to competition brand two dimensions positively affect the consumer's willingness to buy brand. Brand recommendation, which constitutes a positive variable of brand recommendation, has a positive effect on the consumer's trust in the brand admirer, thus positively affects the consumer's purchase intention, among which, the consumer with high trust tendency carries out brand recommendation. It is easier to trust the brand admirers. Another component variable of brand adoration and resistance to competition positively affects consumers' perceived risk to competitive brand B and thus positively affects consumers' willingness to purchase brand A. This paper concludes that the positive brand recommendation and resistance to competitive brand two constituent variables positively affect consumers' willingness to buy, and brand admirers can create value for the brand. On this basis, finally, this paper provides practical suggestions for merchants for reference.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F713.55;F724.6

【參考文獻】

相關(guān)期刊論文 前10條

1 杜學(xué)美;丁t熸，

本文編號：2312431