發(fā)布時(shí)間：2018-01-02 04:02

  本文關(guān)鍵詞：網(wǎng)絡(luò)口碑對(duì)服裝品牌形象影響的實(shí)證研究　出處：《西安工程大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 網(wǎng)絡(luò)口碑 消費(fèi)者的信任 服裝品牌形象

【摘要】：隨著互聯(lián)網(wǎng)的普及以及信息化程度不斷的加強(qiáng)，網(wǎng)絡(luò)購(gòu)物已經(jīng)成為人們?nèi)粘Ｉ钪斜夭豢缮俚囊环N購(gòu)物方式。越來(lái)越多的消費(fèi)者開始通過(guò)各種渠道收集或者參與對(duì)商品的評(píng)價(jià)，從而更好地甄別商品的優(yōu)劣。網(wǎng)絡(luò)口碑通過(guò)影響消費(fèi)者對(duì)于品牌的情感來(lái)反映出企業(yè)對(duì)于服裝品牌形象的樹立以及推廣。在這樣的研究背景下，本文提出了網(wǎng)絡(luò)口碑對(duì)服裝品牌形象影響的實(shí)證研究。 本文通過(guò)查閱大量文獻(xiàn)，分析并提出網(wǎng)絡(luò)口碑的內(nèi)容與服裝品牌形象推廣的內(nèi)容，以此作為理論研究的背景。由此可以總結(jié)出消費(fèi)者在網(wǎng)絡(luò)購(gòu)物時(shí)對(duì)于網(wǎng)絡(luò)口碑的重要考量因素，服裝品牌形象的建立決定了消費(fèi)者對(duì)于品牌的印象。本文建立了網(wǎng)絡(luò)口碑對(duì)于服裝品牌形象影響的模型，對(duì)影響服裝品牌形象建立的網(wǎng)絡(luò)口碑進(jìn)行了相關(guān)假設(shè)，在理論研究的基礎(chǔ)上進(jìn)行服裝企業(yè)的調(diào)研，通過(guò)調(diào)研結(jié)果得到網(wǎng)絡(luò)口碑影響服裝品牌形象建立的相關(guān)因素，證明本文提出的假設(shè)。 由此得出網(wǎng)絡(luò)口碑對(duì)于服裝品牌形象影響的實(shí)證研究結(jié)果，其網(wǎng)絡(luò)口碑中提到的商品評(píng)價(jià)越好，服裝品牌形象越好；網(wǎng)店賣家的口碑越好，越利于與網(wǎng)絡(luò)服裝品牌形象的樹立；網(wǎng)店網(wǎng)頁(yè)評(píng)價(jià)口碑越好，越利于與網(wǎng)絡(luò)服裝品牌形象的樹立；網(wǎng)店物流評(píng)價(jià)越好，網(wǎng)絡(luò)服裝品牌形象越好。 綜上所述，網(wǎng)絡(luò)口碑與服裝品牌形象之間呈正相關(guān)。通過(guò)對(duì)影響因素的分析，提出了品牌服裝如何改善網(wǎng)絡(luò)口碑，提升服裝品牌形象的相關(guān)策略，并且從設(shè)計(jì)的角度出發(fā)，對(duì)于優(yōu)秀的品牌服裝網(wǎng)站進(jìn)行實(shí)例分析。樹立優(yōu)良的服裝品牌形象對(duì)于服裝企業(yè)而言，不僅可以提高消費(fèi)者對(duì)于產(chǎn)品的購(gòu)買欲望，產(chǎn)生購(gòu)買決策，，還可以提升消費(fèi)者的品牌忠誠(chéng)度。總結(jié)全文，服裝企業(yè)應(yīng)該從消費(fèi)者反饋的網(wǎng)絡(luò)評(píng)價(jià)出發(fā)，從而更好地提升品牌形象。
[Abstract]:With the popularity of the Internet and information degree unceasing enhancement, online shopping has become a way of shopping is indispensable in people's daily life. More and more consumers through various channels to collect or participate in the evaluation of the quality of goods, so as to better identify the goods. Network consumers' brand reputation through the influence of emotion to reflect the enterprise to establish a clothing brand image and promotion. In this background, this paper presents an empirical study on the influence of internet word-of-mouth on clothing brand image.
Through consulting a large number of documents, analysis and put forward the online word-of-mouth content and clothing brand image promotion, as the theoretical background. It can be summed up in consumer online shopping for online word-of-mouth important considerations, the establishment of clothing brand image to consumers' brand impression. This paper introduced the influence of internet word-of-mouth for the clothing brand image model, the establishment of internet word-of-mouth influence brand image of clothing were hypotheses, research of clothing enterprises on the basis of theoretical research, the research results of eWOM related factors affecting the clothing brand image building, to prove the hypothesis proposed in this paper.
The empirical research results of the influence of internet word-of-mouth for the clothing brand image of the goods mentioned in the evaluation of internet word-of-mouth better, better clothing brand image; online sellers reputation better, more conducive to the establishment of brand image and network clothing shop; "reputation evaluation is better, more conducive to the establishment of brand image and network clothing shop logistics evaluation; the better, the network brand image clothing is better.
To sum up, there was a positive correlation between internet word-of-mouth and clothing brand image. Through the analysis of the influence factors, put forward how to improve the network brand reputation, related strategies to enhance the brand image of the clothing, and from the design point of view, for the brand clothing website excellent case. Establish a good brand image for the clothing enterprises that can not only improve the consumer's desire to buy the product, produce the purchase decision, but also enhance the brand loyalty of consumers. Summing up, clothing enterprises should start from the network evaluation of consumer feedback, in order to better enhance the brand image.

【學(xué)位授予單位】：西安工程大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F724.6;F426.82;F273.2

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本文編號(hào)：1367560