购物网站品牌资产对顾客购买意向影响的研究—产品涉入度的调节作用

发布时间：2018-06-01 16:41

本文选题：网站品牌资产 + 产品涉入度　；参考：《大连工业大学》2016年硕士论文

【摘要】：20世纪90年代,互联网在全球迅速普及发展,从高端的国防、高新科技产业区、科学研究院开始走向寻常百姓家。电子商务是一种基于遍及全世界的互联网为架构,以买卖双方为主体,以网上支付为结算手段的一种新型商务模式迅猛发展。电子商务在快速发展过程中历经曲折,暴露出物流、支付等方面的弊端,随着互联网经济环境的不断成熟,这些瓶颈逐步突破,不少网络商家迅速成长,优胜劣汰,积累了丰富的电商运营经验。他们的成功也吸引了大量传统行业和资金流入电子商务领域。进行网络购物时,消费者接触不到商品、卖家,商品资金处于分离状态,存在不确定性。品牌象征着信誉、承诺,优秀的网站品牌可以有效降低消费者感知风险,让消费者安心。因此本文研究购物网站品牌资产的构成,建立购物购物网站品牌资产和顾客购买意向的关系模型,希望提高购物网站的客户流量和成交率。购买行为的主体是顾客,自我攸关性是涉入最本质的特征。高涉入和低涉入的状态会对顾客的行为产生不同影响。本文从产品涉入程度来分析不同的产品涉入度对于顾客购买意向的调节作用。不同年龄、性别、收入水平的顾客也会对网络购物行为产生影响,因此本文将人口特征作为控制变量进行研究。本文通过查阅研究品牌资产、产品涉入理论、顾客购买意向等相关文献,提出产品涉入程度对购物网站品牌资产和顾客购买意向关系的调节模型,并根据此模型提出相关研究假设。对假设中的各个变量进行操作性定义提出测量题项,设计出调查问卷并实施与测试,明确问卷的发放与收集,利用SPSS统计软件对问卷调研数据进行信度和效度分析、相关分析、回归分析等。得出产品涉入度、购物网站品牌资产对顾客购买意向产生正面影响效果。本文的研究特色和创新点主要体现在以下方面:本文在模型构建中选择购物网站品牌资产的五个维度网站认知、感知质量、网站体验、网站信任、网站忠诚作为自变量,顾客购买意向作为因变量,加入产品涉入度这个调节变量来研究产品涉入度对于自变量五个维度和因变量的调节效应。
[Abstract]:In the 1990s, the Internet developed rapidly in the world, from the high-end defense, high-tech industrial zone, the Institute of Science began to move to ordinary people's homes. E-commerce is a new business model which is based on the Internet all over the world, with buyers and sellers as the main body and online payment as the settlement means. E-commerce has experienced twists and turns in the process of rapid development, exposing the drawbacks of logistics and payment. With the continuous maturity of the Internet economic environment, these bottlenecks have gradually broken through, and many network businesses have grown rapidly and survived the fittest. Accumulated rich experience in e-commerce operations. Their success has also attracted a lot of traditional industries and money into the field of e-commerce. Online shopping, consumers can not get access to commodities, sellers, commodity funds in a separate state, there is uncertainty. Brand symbolizes credibility, commitment, excellent website brand can effectively reduce consumer perceived risk, let consumers feel at ease. Therefore, this paper studies the composition of shopping website brand asset, establishes the relationship model between shopping website brand asset and customer purchase intention, hoping to improve the customer flow and transaction rate of shopping website. The main body of purchase behavior is customer, and self-interest is the most essential characteristic of involvement. The state of high and low involvement has different effects on customer behavior. This paper analyzes the regulatory effect of different product involvement on customer purchase intention from product involvement level. Customers with different age, gender and income level will also have an impact on online shopping behavior, so this paper studies population characteristics as control variables. Based on the research of brand equity, product involvement theory, customer purchase intention and other relevant documents, this paper puts forward a model to adjust the relationship between brand equity and customer purchase intention. According to this model, the related research hypotheses are proposed. The operational definition of each variable in the hypothesis is put forward, the questionnaire is designed, implemented and tested, the distribution and collection of the questionnaire is made clear, the reliability and validity of the survey data are analyzed by SPSS software, and the correlation analysis is carried out. Regression analysis. The product involvement degree, shopping website brand assets have a positive impact on customer purchase intention. The research features and innovations of this paper are mainly reflected in the following aspects: this paper selects the five dimensions of website cognition, perceived quality, website experience, website trust, website loyalty as independent variables in the construction of the model. As a dependent variable, the customer purchase intention is added to the regulation variable of product involvement to study the effect of product involvement on the five dimensions and dependent variables of independent variables.
【学位授予单位】：大连工业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F713.36;F273.2

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