【摘要】：隨著網(wǎng)絡(luò)購(gòu)物市場(chǎng)迅速發(fā)展且呈平穩(wěn)增長(zhǎng)的態(tài)勢(shì),網(wǎng)絡(luò)購(gòu)物也成為我國(guó)大眾青睞的購(gòu)物方式。對(duì)于品牌經(jīng)營(yíng)而言,在網(wǎng)絡(luò)購(gòu)物市場(chǎng)成熟發(fā)展的背景下,要獲得長(zhǎng)久的發(fā)展還需要從消費(fèi)者角度進(jìn)一步挖掘消費(fèi)者網(wǎng)絡(luò)購(gòu)物的影響因素,以便針對(duì)性地采取策略經(jīng)營(yíng)品牌。因此,研究消費(fèi)者網(wǎng)絡(luò)購(gòu)物的影響因素就顯得尤為重要。通過(guò)分析網(wǎng)絡(luò)購(gòu)物的趨勢(shì),本文認(rèn)為研究消費(fèi)者網(wǎng)絡(luò)購(gòu)物的影響因素可以從消費(fèi)者行為的角度切入。本文引入網(wǎng)絡(luò)購(gòu)物情景下,品牌推崇對(duì)消費(fèi)者購(gòu)買(mǎi)意愿的影響研究。首先,歸納總結(jié)了購(gòu)買(mǎi)意愿理論,網(wǎng)絡(luò)購(gòu)買(mǎi)意愿的影響因素,品牌推崇相關(guān)概念,品牌推崇的構(gòu)成變量對(duì)消費(fèi)者網(wǎng)絡(luò)購(gòu)買(mǎi)意愿的影響,信任與風(fēng)險(xiǎn)的概念,信任、風(fēng)險(xiǎn)與網(wǎng)絡(luò)消費(fèi)者購(gòu)買(mǎi)意愿關(guān)系的研究成果。以此得出,在網(wǎng)絡(luò)購(gòu)物情境下,品牌推崇的積極的品牌推薦和抵制競(jìng)爭(zhēng)品牌兩個(gè)構(gòu)成變量分別通過(guò)對(duì)品牌推崇者的信任和感知風(fēng)險(xiǎn)兩個(gè)中介變量,最終影響消費(fèi)者購(gòu)買(mǎi)意愿的實(shí)證模型。其次,通過(guò)查找相關(guān)文獻(xiàn)設(shè)計(jì)積極的品牌推薦、抵制競(jìng)爭(zhēng)品牌、對(duì)品牌推崇者信任、感知風(fēng)險(xiǎn)、購(gòu)買(mǎi)意愿、信任傾向六個(gè)變量的測(cè)量問(wèn)項(xiàng),繼而形成調(diào)查問(wèn)卷。通過(guò)收集調(diào)查問(wèn)卷,獲得數(shù)據(jù)樣本,采用SPSS20.0和A]MOS21.0軟件進(jìn)行實(shí)證分析,最終對(duì)結(jié)果進(jìn)行討論,得出結(jié)論。品牌推崇者一方面自身購(gòu)買(mǎi)意愿強(qiáng)烈,另一方面積極的品牌推薦和抵制競(jìng)爭(zhēng)品牌兩個(gè)維度正向影響消費(fèi)者對(duì)品牌的購(gòu)買(mǎi)意愿。品牌推崇構(gòu)成變量積極的品牌推薦正向作用消費(fèi)者對(duì)品牌推崇者的信任,從而正向影響消費(fèi)者的購(gòu)買(mǎi)意愿,其中,對(duì)信任傾向較高的消費(fèi)者進(jìn)行品牌推薦,其更容易對(duì)品牌推崇者產(chǎn)生信任。品牌推崇抵制競(jìng)爭(zhēng)品牌另一構(gòu)成變量正向作用消費(fèi)者對(duì)競(jìng)爭(zhēng)品牌B的感知風(fēng)險(xiǎn),從而正向影響消費(fèi)者對(duì)推崇品牌A的購(gòu)買(mǎi)意愿。本文得出品牌推崇通過(guò)積極的品牌推薦和抵制競(jìng)爭(zhēng)品牌兩個(gè)構(gòu)成變量正向影響消費(fèi)者的購(gòu)買(mǎi)意愿,品牌推崇者能夠?yàn)槠放苿?chuàng)造價(jià)值。在此基礎(chǔ)上,最后本文為商家提供了實(shí)踐建議,以供參考。
[Abstract]:With the rapid development and steady growth of online shopping market, online shopping has become a popular shopping mode in China. For brand management, in the context of the mature development of online shopping market, in order to achieve long-term development, it is necessary to further explore the influencing factors of consumer online shopping from the perspective of consumers, in order to take targeted strategies to manage brands. Therefore, it is particularly important to study the influencing factors of consumer online shopping. By analyzing the trend of online shopping, this paper thinks that the influencing factors of consumer online shopping can be cut from the perspective of consumer behavior. In this paper, the influence of brand esteem on consumers' willingness to buy is studied under the circumstance of online shopping. First of all, it summarizes the theory of purchase intention, the influence factors of network purchase intention, the related concepts of brand esteem, the influence of the component variables of brand esteem on consumers' willingness to buy online, the concept of trust and risk, the concept of trust. Research results on the relationship between risk and consumers' willingness to buy. In this way, in the context of online shopping, the positive brand recommendation and resistance to competition brand two constituent variables, respectively through the trust and perceived risk of brand admirers two intermediary variables, An empirical model that ultimately affects consumers' willingness to buy. Secondly, by looking up relevant literature to design positive brand recommendation, resist competition brand, trust, perceived risk, purchase intention, trust tendency of six variables, and then form a questionnaire. Through collecting the questionnaire, obtaining the data sample, using SPSS20.0 and A] MOS21.0 software to carry on the empirical analysis, finally carries on the discussion to the result, draws the conclusion. On the one hand, brand admirers have a strong desire to buy, on the other hand, positive brand recommendation and resistance to competition brand two dimensions positively affect the consumer's willingness to buy brand. Brand recommendation, which constitutes a positive variable of brand recommendation, has a positive effect on the consumer's trust in the brand admirer, thus positively affects the consumer's purchase intention, among which, the consumer with high trust tendency carries out brand recommendation. It is easier to trust the brand admirers. Another component variable of brand adoration and resistance to competition positively affects consumers' perceived risk to competitive brand B and thus positively affects consumers' willingness to purchase brand A. This paper concludes that the positive brand recommendation and resistance to competitive brand two constituent variables positively affect consumers' willingness to buy, and brand admirers can create value for the brand. On this basis, finally, this paper provides practical suggestions for merchants for reference.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F713.55;F724.6

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 杜學(xué)美;丁t熸，

本文編號(hào)：2312431