电子商务环境下品牌服装企业双渠道协调意愿研究

发布时间：2019-03-07 11:30

【摘要】：在电子商务环境下,线上网络渠道的出现对传统营销渠道产生了很大的影响。线上网络渠道的产生不仅改变了传统渠道结构,还增加了渠道形式的多样性。随着线上网络渠道的不断发展和成熟,尤其是它的快捷高效吸引了越来越多的传统服装企业逐渐开始拓展线上网络渠道。然而线上网络渠道和线下实体渠道往往独立经营,两者之间缺乏沟通和相互理解,因此在服装价格、品牌形象等方面容易产生冲突,从而严重损害品牌形象及公司整体利益,品牌附加值也将大打折扣。在这样的发展环境下,品牌服装企业进行线上线下双渠道协调显得刻不容缓。为了解决线上线下双渠道运营中出现的渠道冲突,达到双渠道协调健康发展,本文着重探讨了影响品牌服装企业双渠道协调意愿的影响因素,并探究这些因素对双渠道协调意愿的影响程度。在研究方法上,本文主要采用文献归纳法和实证分析法。首先通过对相关文献的归纳总结,提炼出了品牌服装企业双渠道协调意愿的影响因素,并建立品牌服装企业双渠道协调意愿影响因素概念模型。其次运用SPSS19.0对问卷数据进行信度分析、效度分析和因子分析,验证问卷的有效性和信度。然后运用Amos21.0软件对数据进行模型估计与模型修正,并对研究假设进行验证。对品牌服装企业的实证研究表明:行为态度、主观规范和知觉行为控制对双渠道协调意愿均产生正向影响。其中行为态度影响最大,其次是主观规范,最后是知觉行为控制。最后根据研究结果,结合品牌服装企业双渠道发展的实际情况,为品牌服装企业双渠道协调提出发展建议。
[Abstract]:Under the environment of e-commerce, the emergence of online network channels has a great impact on the traditional marketing channels. The generation of online network channels not only changes the traditional channel structure, but also increases the variety of channel forms. With the continuous development and maturity of online network channel, especially its fast and efficient, more and more traditional clothing enterprises gradually begin to expand the online network channel. However, online network channels and offline physical channels tend to operate independently, lack of communication and mutual understanding between them, so they are prone to conflict in clothing prices, brand image and other aspects, thereby seriously damaging the brand image and the interests of the company as a whole. The added value of the brand will also be greatly reduced. Under such a development environment, it is urgent for brand clothing enterprises to coordinate online and offline double channels. In order to solve the channel conflict between online and offline dual-channel operation and achieve the healthy development of dual-channel coordination, this paper mainly discusses the influencing factors of brand garment enterprises' dual-channel coordination intention. And to explore the impact of these factors on the willingness of dual-channel coordination. In the research method, this paper mainly adopts the literature induction method and the empirical analysis method. Firstly, the influencing factors of brand clothing enterprises' dual channel coordination will are extracted by summarizing the related literature, and the concept model of brand clothing enterprises' dual channel coordination will is established. Secondly, SPSS19.0 was used to analyze the reliability, validity and factor analysis of the questionnaire data to verify the validity and reliability of the questionnaire. Then we use Amos21.0 software to estimate and modify the data, and verify the research hypotheses. The empirical study on brand clothing enterprises shows that the behavior attitude, subjective norms and perceived behavior control have a positive impact on the two-channel willingness to coordinate. Behavioral attitude has the greatest influence, followed by subjective norms, and finally perceptual behavior control. Finally, according to the research results, combined with the actual situation of dual-channel development of brand garment enterprises, this paper puts forward some suggestions for the development of dual-channel coordination of brand clothing enterprises.
【学位授予单位】：上海工程技术大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F426.86;F274

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