网店特性对品牌形象和消费者购买意向的影响研究

发布时间：2018-03-21 03:13

本文选题：网络购物　切入点：网店特性　出处：《山西财经大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着网络经济与平台经济的发展以及电子商务服务平台与体系的日臻完善，网络商店与实体商店并存，网络购物成为一种时尚。较低的进入壁垒和资格审核，使得网络商店（网店）迅猛发展并且呈现出无序性、白热化的竞争格局。区别于实体商店，网店的页面形象设计是给消费者感官冲击的唯一途径，然而，由于缺乏专业的指导，各网店的形象设计纷繁复杂，使得消费者眼花缭乱而无法做出有效的购买意向的选择。现有研究大多数直接研究网站设计对消费者购买意愿的影响，而本文则引入品牌形象作为中间变量，归纳总结网店特性因素，并在此基础上探索网店特性对品牌形象和消费者购买行为意向的影响。本文首先对网店特性、品牌形象和消费者购买行为意向的内涵与相关维度进行了明确界定，构建了三者之间的机理模型；然后，以太原市各高校在校大学生为调查对象，设计和发放调查问卷；最后，利用专业的统计软件SPSS21.0对数据进行描述性统计分析、相关分析和回归分析，并对网店特性、品牌形象和消费者购买行为意向之间的关系进行实证验证。研究结论表明：网店特性可以系统的划分为外观设计、信息设计与传递、服务质量三个基本维度，品牌形象作为中间变量则可划分为企业形象、使用者形象和产品形象三个基本构成要素；网店页面设计越生动真实，传达的信息越简洁明确，服务过程质量越好越有利于提升品牌的形象；品牌形象的提升有助于提高消费者的购买行为意向，，增加其购买行为。最后本文结合研究所得出的结论，针对网络商店特性因素设计方面存在的问题提出了建设性的建议，这对规范网店竞争秩序，提升产品品牌形象，提高消费者购物满意度和品牌忠诚度有一定的指导意义。
[Abstract]:With the development of network economy and platform economy, as well as the improvement of e-commerce service platform and system, online shopping has become a fashion. As a result of the rapid development of online stores (online stores) and the disorderly, white-hot competition pattern, unlike physical stores, the image design of online stores is the only way to give consumers sensory impact. However, due to the lack of professional guidance, The image design of various online stores is so complicated that consumers are dazzled and unable to make effective choice of purchase intention. Most of the existing studies directly study the impact of website design on consumers' willingness to buy. This paper introduces brand image as an intermediate variable, summarizes the characteristics of online store factors, and on this basis explores the impact of online store characteristics on brand image and consumer purchase intention. In this paper, the characteristics of online store, brand image and consumer purchase behavior intention and related dimensions are clearly defined, and the mechanism model between the three is constructed. Then, taking the college students in Taiyuan as the research object, Design and distribute the questionnaire; finally, use the professional statistical software SPSS21.0 to carry on the descriptive statistical analysis, the correlation analysis and the regression analysis to the data, and to the online shop characteristic, The relationship between brand image and consumer purchase behavior intention is verified empirically. The research results show that the characteristics of online store can be divided into three basic dimensions: appearance design, information design and transmission, service quality, and brand image as intermediate variable can be divided into corporate image. User image and product image are three basic elements: the more vivid and true the design of online store pages, the more concise and clear the information conveyed, the better the quality of service process, the better the image of the brand; The promotion of brand image helps to improve consumers' purchase intention and increase their purchasing behavior. Finally, combining the conclusions of the study, this paper puts forward constructive suggestions for the problems in the design of the characteristic factors of the online store, which can standardize the competition order of the online store and promote the brand image of the product. To improve consumer shopping satisfaction and brand loyalty has certain guiding significance.
【学位授予单位】：山西财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F713.55

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