网络购物情境下品牌推崇对消费者购买意愿影响的实证研究
发布时间：2018-11-05 14:59
【摘要】：随着网络购物市场迅速发展且呈平稳增长的态势,网络购物也成为我国大众青睐的购物方式。对于品牌经营而言,在网络购物市场成熟发展的背景下,要获得长久的发展还需要从消费者角度进一步挖掘消费者网络购物的影响因素,以便针对性地采取策略经营品牌。因此,研究消费者网络购物的影响因素就显得尤为重要。通过分析网络购物的趋势,本文认为研究消费者网络购物的影响因素可以从消费者行为的角度切入。本文引入网络购物情景下,品牌推崇对消费者购买意愿的影响研究。首先,归纳总结了购买意愿理论,网络购买意愿的影响因素,品牌推崇相关概念,品牌推崇的构成变量对消费者网络购买意愿的影响,信任与风险的概念,信任、风险与网络消费者购买意愿关系的研究成果。以此得出,在网络购物情境下,品牌推崇的积极的品牌推荐和抵制竞争品牌两个构成变量分别通过对品牌推崇者的信任和感知风险两个中介变量,最终影响消费者购买意愿的实证模型。其次,通过查找相关文献设计积极的品牌推荐、抵制竞争品牌、对品牌推崇者信任、感知风险、购买意愿、信任倾向六个变量的测量问项,继而形成调查问卷。通过收集调查问卷,获得数据样本,采用SPSS20.0和A]MOS21.0软件进行实证分析,最终对结果进行讨论,得出结论。品牌推崇者一方面自身购买意愿强烈,另一方面积极的品牌推荐和抵制竞争品牌两个维度正向影响消费者对品牌的购买意愿。品牌推崇构成变量积极的品牌推荐正向作用消费者对品牌推崇者的信任,从而正向影响消费者的购买意愿,其中,对信任倾向较高的消费者进行品牌推荐,其更容易对品牌推崇者产生信任。品牌推崇抵制竞争品牌另一构成变量正向作用消费者对竞争品牌B的感知风险,从而正向影响消费者对推崇品牌A的购买意愿。本文得出品牌推崇通过积极的品牌推荐和抵制竞争品牌两个构成变量正向影响消费者的购买意愿,品牌推崇者能够为品牌创造价值。在此基础上,最后本文为商家提供了实践建议,以供参考。
[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.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55;F724.6
[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.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55;F724.6
【参考文献】
相关期刊论文 前10条
1 杜学美;丁t熸，
本文编号：2312431
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