手机购物客户端品牌形象对大学生消费群体忠诚度的影响

发布时间：2018-05-24 21:41

本文选题：手机购物客户端 + 品牌形象　；参考：《华中师范大学》2016年硕士论文

【摘要】：随着我国经济发展逐渐转型和全球互联网的快速发展,随时随地的进行交易已经成为人们主要的消费习惯之一,这促进全球电子商务得到迅速发展。而伴随着智能移动终端受众群体更为庞大,使得移动电子商务成为近几年经济发展最为亮眼的领域之一。手机作为移动终端之一,已经基本覆盖各年龄段人群,因此以手机为载体众多的商务交易不断产生,本文主要对手机购物客户端进行研究。手机购物客户端以其方便性和便捷性得到迅速的发展,同时也成为众多消费者购物的主要平台之一。手机购物客户端的发展不仅带领消费者进入移动购物时代也正改变着消费者的消费观念和消费习惯。但要保证它长久的发展,就必须进行全面的建设,品牌形象作为消费者对该品牌的主观感受,应得到商家的重视,以建立起具有自身特色的品牌形象,来提高消费者忠诚度。因此本文结合Oliver和范秀成品牌形象模型以及手机购物客户端自身的特点,建立起手机购物客户端按品牌形象与消费者忠诚度的研究模型,来发现其品牌形象中所存在的多种影响因素对消费者忠诚度具有何种程度的影响。针对研究最终所确定的影响因素,对手机购物客户端品牌形象的建设提出一定的建议,从而促使品牌形象的建设更为完善和成熟。
[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.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F724.6

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