本文選題：手機(jī)購物客戶端 + 品牌形象　； 參考：《華中師范大學(xué)》2016年碩士論文

【摘要】：隨著我國經(jīng)濟(jì)發(fā)展逐漸轉(zhuǎn)型和全球互聯(lián)網(wǎng)的快速發(fā)展,隨時隨地的進(jìn)行交易已經(jīng)成為人們主要的消費(fèi)習(xí)慣之一,這促進(jìn)全球電子商務(wù)得到迅速發(fā)展。而伴隨著智能移動終端受眾群體更為龐大,使得移動電子商務(wù)成為近幾年經(jīng)濟(jì)發(fā)展最為亮眼的領(lǐng)域之一。手機(jī)作為移動終端之一,已經(jīng)基本覆蓋各年齡段人群,因此以手機(jī)為載體眾多的商務(wù)交易不斷產(chǎn)生,本文主要對手機(jī)購物客戶端進(jìn)行研究。手機(jī)購物客戶端以其方便性和便捷性得到迅速的發(fā)展,同時也成為眾多消費(fèi)者購物的主要平臺之一。手機(jī)購物客戶端的發(fā)展不僅帶領(lǐng)消費(fèi)者進(jìn)入移動購物時代也正改變著消費(fèi)者的消費(fèi)觀念和消費(fèi)習(xí)慣。但要保證它長久的發(fā)展,就必須進(jìn)行全面的建設(shè),品牌形象作為消費(fèi)者對該品牌的主觀感受,應(yīng)得到商家的重視,以建立起具有自身特色的品牌形象,來提高消費(fèi)者忠誠度。因此本文結(jié)合Oliver和范秀成品牌形象模型以及手機(jī)購物客戶端自身的特點(diǎn),建立起手機(jī)購物客戶端按品牌形象與消費(fèi)者忠誠度的研究模型,來發(fā)現(xiàn)其品牌形象中所存在的多種影響因素對消費(fèi)者忠誠度具有何種程度的影響。針對研究最終所確定的影響因素,對手機(jī)購物客戶端品牌形象的建設(shè)提出一定的建議,從而促使品牌形象的建設(shè)更為完善和成熟。
[Abstract]:With the gradual transformation of China's economic development and the rapid development of the global Internet, trading at any time and anywhere has become one of the main consumption habits of people, which promotes the rapid development of global e-commerce. With the large audience of intelligent mobile terminals, mobile e-commerce has become one of the most attractive areas of economic development in recent years. As one of the mobile terminals, mobile phone has basically covered all age groups, so the mobile phone as the carrier of numerous business transactions continue to produce, this paper mainly focuses on the mobile phone shopping client. Mobile phone shopping client has developed rapidly because of its convenience and convenience, and has also become one of the main shopping platforms for many consumers. The development of mobile phone shopping client not only leads consumers into the era of mobile shopping, but also changes consumers' consumption concept and habits. But in order to ensure its long-term development, we must carry on the overall construction, the brand image as the consumer's subjective feeling to the brand, should get the merchant's attention, in order to establish the brand image which has its own characteristic, enhances the consumer loyalty. So this paper combines the brand image model of Oliver and Fan Xiucheng as well as the characteristics of mobile phone shopping client, and establishes the research model of mobile phone shopping client according to brand image and consumer loyalty. To find out the influence of many factors in brand image on consumer loyalty. In view of the influence factors determined by the research, some suggestions are put forward for the construction of brand image of mobile phone shopping client, so as to promote the brand image construction to be more perfect and mature.
【學(xué)位授予單位】：華中師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F274;F724.6

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本文編號：1930654