網(wǎng)絡(luò)口碑對服裝品牌形象影響的實證研究
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本文關(guān)鍵詞:網(wǎng)絡(luò)口碑對服裝品牌形象影響的實證研究 出處:《西安工程大學》2013年碩士論文 論文類型:學位論文
更多相關(guān)文章: 網(wǎng)絡(luò)口碑 消費者的信任 服裝品牌形象
【摘要】:隨著互聯(lián)網(wǎng)的普及以及信息化程度不斷的加強,網(wǎng)絡(luò)購物已經(jīng)成為人們?nèi)粘I钪斜夭豢缮俚囊环N購物方式。越來越多的消費者開始通過各種渠道收集或者參與對商品的評價,從而更好地甄別商品的優(yōu)劣。網(wǎng)絡(luò)口碑通過影響消費者對于品牌的情感來反映出企業(yè)對于服裝品牌形象的樹立以及推廣。在這樣的研究背景下,本文提出了網(wǎng)絡(luò)口碑對服裝品牌形象影響的實證研究。 本文通過查閱大量文獻,分析并提出網(wǎng)絡(luò)口碑的內(nèi)容與服裝品牌形象推廣的內(nèi)容,以此作為理論研究的背景。由此可以總結(jié)出消費者在網(wǎng)絡(luò)購物時對于網(wǎng)絡(luò)口碑的重要考量因素,服裝品牌形象的建立決定了消費者對于品牌的印象。本文建立了網(wǎng)絡(luò)口碑對于服裝品牌形象影響的模型,對影響服裝品牌形象建立的網(wǎng)絡(luò)口碑進行了相關(guān)假設(shè),在理論研究的基礎(chǔ)上進行服裝企業(yè)的調(diào)研,通過調(diào)研結(jié)果得到網(wǎng)絡(luò)口碑影響服裝品牌形象建立的相關(guān)因素,證明本文提出的假設(shè)。 由此得出網(wǎng)絡(luò)口碑對于服裝品牌形象影響的實證研究結(jié)果,其網(wǎng)絡(luò)口碑中提到的商品評價越好,服裝品牌形象越好;網(wǎng)店賣家的口碑越好,越利于與網(wǎng)絡(luò)服裝品牌形象的樹立;網(wǎng)店網(wǎng)頁評價口碑越好,越利于與網(wǎng)絡(luò)服裝品牌形象的樹立;網(wǎng)店物流評價越好,網(wǎng)絡(luò)服裝品牌形象越好。 綜上所述,網(wǎng)絡(luò)口碑與服裝品牌形象之間呈正相關(guān)。通過對影響因素的分析,提出了品牌服裝如何改善網(wǎng)絡(luò)口碑,提升服裝品牌形象的相關(guān)策略,并且從設(shè)計的角度出發(fā),對于優(yōu)秀的品牌服裝網(wǎng)站進行實例分析。樹立優(yōu)良的服裝品牌形象對于服裝企業(yè)而言,不僅可以提高消費者對于產(chǎn)品的購買欲望,產(chǎn)生購買決策,,還可以提升消費者的品牌忠誠度?偨Y(jié)全文,服裝企業(yè)應(yīng)該從消費者反饋的網(wǎng)絡(luò)評價出發(fā),從而更好地提升品牌形象。
[Abstract]:With the popularity of the Internet and information degree unceasing enhancement, online shopping has become a way of shopping is indispensable in people's daily life. More and more consumers through various channels to collect or participate in the evaluation of the quality of goods, so as to better identify the goods. Network consumers' brand reputation through the influence of emotion to reflect the enterprise to establish a clothing brand image and promotion. In this background, this paper presents an empirical study on the influence of internet word-of-mouth on clothing brand image.
Through consulting a large number of documents, analysis and put forward the online word-of-mouth content and clothing brand image promotion, as the theoretical background. It can be summed up in consumer online shopping for online word-of-mouth important considerations, the establishment of clothing brand image to consumers' brand impression. This paper introduced the influence of internet word-of-mouth for the clothing brand image model, the establishment of internet word-of-mouth influence brand image of clothing were hypotheses, research of clothing enterprises on the basis of theoretical research, the research results of eWOM related factors affecting the clothing brand image building, to prove the hypothesis proposed in this paper.
The empirical research results of the influence of internet word-of-mouth for the clothing brand image of the goods mentioned in the evaluation of internet word-of-mouth better, better clothing brand image; online sellers reputation better, more conducive to the establishment of brand image and network clothing shop; "reputation evaluation is better, more conducive to the establishment of brand image and network clothing shop logistics evaluation; the better, the network brand image clothing is better.
To sum up, there was a positive correlation between internet word-of-mouth and clothing brand image. Through the analysis of the influence factors, put forward how to improve the network brand reputation, related strategies to enhance the brand image of the clothing, and from the design point of view, for the brand clothing website excellent case. Establish a good brand image for the clothing enterprises that can not only improve the consumer's desire to buy the product, produce the purchase decision, but also enhance the brand loyalty of consumers. Summing up, clothing enterprises should start from the network evaluation of consumer feedback, in order to better enhance the brand image.
【學位授予單位】:西安工程大學
【學位級別】:碩士
【學位授予年份】:2013
【分類號】:F724.6;F426.82;F273.2
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