网络口碑对服装品牌形象影响的实证研究

发布时间：2018-01-02 04:02

本文关键词：网络口碑对服装品牌形象影响的实证研究　出处：《西安工程大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着互联网的普及以及信息化程度不断的加强，网络购物已经成为人们日常生活中必不可少的一种购物方式。越来越多的消费者开始通过各种渠道收集或者参与对商品的评价，从而更好地甄别商品的优劣。网络口碑通过影响消费者对于品牌的情感来反映出企业对于服装品牌形象的树立以及推广。在这样的研究背景下，本文提出了网络口碑对服装品牌形象影响的实证研究。本文通过查阅大量文献，分析并提出网络口碑的内容与服装品牌形象推广的内容，以此作为理论研究的背景。由此可以总结出消费者在网络购物时对于网络口碑的重要考量因素，服装品牌形象的建立决定了消费者对于品牌的印象。本文建立了网络口碑对于服装品牌形象影响的模型，对影响服装品牌形象建立的网络口碑进行了相关假设，在理论研究的基础上进行服装企业的调研，通过调研结果得到网络口碑影响服装品牌形象建立的相关因素，证明本文提出的假设。由此得出网络口碑对于服装品牌形象影响的实证研究结果，其网络口碑中提到的商品评价越好，服装品牌形象越好；网店卖家的口碑越好，越利于与网络服装品牌形象的树立；网店网页评价口碑越好，越利于与网络服装品牌形象的树立；网店物流评价越好，网络服装品牌形象越好。综上所述，网络口碑与服装品牌形象之间呈正相关。通过对影响因素的分析，提出了品牌服装如何改善网络口碑，提升服装品牌形象的相关策略，并且从设计的角度出发，对于优秀的品牌服装网站进行实例分析。树立优良的服装品牌形象对于服装企业而言，不仅可以提高消费者对于产品的购买欲望，产生购买决策，，还可以提升消费者的品牌忠诚度。总结全文，服装企业应该从消费者反馈的网络评价出发，从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.

【学位授予单位】：西安工程大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F724.6;F426.82;F273.2

【参考文献】