网购类APP品牌体验对消费者使用意愿的影响研究

发布时间：2018-12-27 09:49

【摘要】：移动网络购物作为增长最迅速、最具发展潜力的移动互联网服务己经得到了众多商家的重视,APP应用已成为电商平台标准配置。随着市场竞争环境日益激烈,产品的同质化越来越严重。然而,在体验经济时代,消费者需求的满足已经不仅仅限于对产品质量、价格等传统因素的追求,品牌成为影响其最终选择的决定因素之一。品牌体验是体验经济和品牌建设的有机结合,作为消费者对品牌的感知和学习,品牌体验是品牌在消费者心中建立形象,提高消费者对品牌的熟悉度,增强品牌态度的重要策略之一。根据消费者行为理论,态度是影响消费者行为意愿的一个重要因素。在这样的背景下,本研究从网购类APP的品牌体验入手,以品牌态度为中介,研究消费者的使用意愿。本研究首先对国内外有关品牌体验、品牌态度和使用意愿的相关文献进行了综述。阐述了三者的概念界定、维度划分、测量方法以及两两之间的相互影响。借鉴学术界现有的对品牌相关的理论研究,本研究将品牌体验划分为感官体验、情感体验、行为体验和智力体验四个维度,将品牌态度划分为认知性品牌态度和情感性品牌态度两个维度,并提出三个变量以及变量的分维度之间的概念模型,提出研究假设。利用SPSS和AMOS分析软件进行实证研究,更具体的阐明模型中各变量之间的相互作用关系。本研究的主要研究成果有:1、网购类APP品牌体验对品牌态度和使用意愿均有显著的正向影响。感官体验对认知性品牌态度、情感性品牌态度以及使用意愿的影响均是最大,情感体验次之,行为体验影响最小,智力体验维度对认知性品牌态度、情感性品牌态度和使用意愿均不具有显著影响;2、消费者对网购类APP的品牌态度对使用意愿有显著的正向影响。情感性品牌态度这个维度在品牌态度对使用意愿的影响中起到了大部分的作用;3、消费者对网购类APP品牌态度在品牌体验对使用意愿的影响中起到了完全中介作用。在品牌体验的感官体验、情感体验和行为体验对使用意愿的影响中,品牌态度都起到了完全中介作用。最后,本研究总结了研究的不足并指出未来的研究方向。基于以上的研究成果,为电商企业进行移动端购物APP的品牌建设提出若干的营销建议。
[Abstract]:As the fastest growing mobile Internet service with the most potential development, mobile network shopping has been paid attention by many merchants. APP application has become the standard configuration of e-commerce platform. With the increasingly fierce market competition environment, the product homogenization is becoming more and more serious. However, in the era of experience economy, the satisfaction of consumer demand is not limited to the pursuit of traditional factors, such as product quality, price, etc. Brand has become one of the decisive factors affecting its final choice. Brand experience is an organic combination of experience economy and brand construction. As a consumer's perception and learning of brand, brand experience is to establish brand image in the consumer's heart and to improve consumer's familiarity with brand. One of the important strategies to enhance brand attitude. According to consumer behavior theory, attitude is an important factor influencing consumer behavior intention. Under this background, this study starts with the brand experience of online APP, and studies the consumer's willingness to use the brand attitude. Firstly, the literature on brand experience, brand attitude and willingness to use is reviewed. The concept definition, dimension division, measurement method and the interaction between two and two are expounded. Referring to the existing theoretical research on brand, this study divides brand experience into four dimensions: sensory experience, emotional experience, behavioral experience and intellectual experience. The brand attitude is divided into two dimensions: cognitive brand attitude and affective brand attitude. SPSS and AMOS analysis software are used to make empirical research to clarify the interaction between variables in the model more concretely. The main results of this study are as follows: 1. Online APP brand experience has a significant positive impact on brand attitude and willingness to use. Sensory experience has the greatest influence on cognitive brand attitude, affective brand attitude and use intention, affective experience is the second, behavior experience is the least, and intellectual experience dimension has the greatest influence on cognitive brand attitude. Affective brand attitude and willingness to use have no significant impact; 2. The brand attitude of consumers to online APP has a significant positive effect on their willingness to use. The dimension of affective brand attitude plays a major role in the influence of brand attitude on the willingness to use; 3. Consumer attitudes to APP brand of online shopping play a completely intermediary role in the influence of brand experience on the willingness to use. Brand attitude plays a full intermediary role in the sensory experience, emotional experience and behavior experience of brand experience. Finally, this study summarizes the shortcomings of the research and points out the future research direction. Based on the above research results, some marketing suggestions are put forward for e-commerce enterprises to carry out brand building of mobile side shopping APP.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F713.55

【共引文献】