家纺行业消费者感知价值对其网络购买意愿的影响研究

发布时间：2018-01-14 22:19

本文关键词：家纺行业消费者感知价值对其网络购买意愿的影响研究　出处：《天津工业大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着互联网的普及,网上购物越来越流行,家纺行业近几年发展也颇为迅速,各大品牌也纷纷开拓线上营销。关于该行业消费者感知价值对其网络购买意愿的影响研究,国内外学者研究较少,本文通过对相关文献的梳理,结合我国家纺行业的特征,构建了家纺行业消费者感知价值对其网络购买意愿的影响研究模型。列出影响家纺行业消费者感知价值的因素:感知产品质量、感知网站服务质量、感知风险和品牌权益,以及家纺行业感知价值的两个维度:功能价值和情感价值,并提出研究假设。通过问卷设计、小样本数据搜集,删除不合理的指标及题项,再通过大规模数据搜集和数据分析,得出结论,为家纺行业中小型企业提出营销建议,主要有保证产品质量,与美誉度和知名度较高的品牌商合作,保证货源质量,提供优质服务,包括售前、售中、售后,提高品牌权益,降低风险程度,网站不提供虚假信息,加强交易安全,完善网站的功能价值,提高产品质量和服务质量,增加品牌权益,减少风险,使感知价值最大化,针对消费者的喜好对症下药,如高学历群体喜欢棉麻纤维等材质的居多,花色偏好清新淡雅、简约纯色或房间基调等,企业应产品聚焦,进行精准营销等。
[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.
【学位授予单位】：天津工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274;F713.55;F426.8

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