發(fā)布時間：2018-03-21 03:13

  本文選題：網(wǎng)絡(luò)購物　切入點：網(wǎng)店特性　出處：《山西財經(jīng)大學》2015年碩士論文　論文類型：學位論文

【摘要】：隨著網(wǎng)絡(luò)經(jīng)濟與平臺經(jīng)濟的發(fā)展以及電子商務(wù)服務(wù)平臺與體系的日臻完善，網(wǎng)絡(luò)商店與實體商店并存，網(wǎng)絡(luò)購物成為一種時尚。較低的進入壁壘和資格審核，使得網(wǎng)絡(luò)商店（網(wǎng)店）迅猛發(fā)展并且呈現(xiàn)出無序性、白熱化的競爭格局。區(qū)別于實體商店，網(wǎng)店的頁面形象設(shè)計是給消費者感官沖擊的唯一途徑，然而，由于缺乏專業(yè)的指導，各網(wǎng)店的形象設(shè)計紛繁復雜，使得消費者眼花繚亂而無法做出有效的購買意向的選擇�，F(xiàn)有研究大多數(shù)直接研究網(wǎng)站設(shè)計對消費者購買意愿的影響，而本文則引入品牌形象作為中間變量，歸納總結(jié)網(wǎng)店特性因素，并在此基礎(chǔ)上探索網(wǎng)店特性對品牌形象和消費者購買行為意向的影響。 本文首先對網(wǎng)店特性、品牌形象和消費者購買行為意向的內(nèi)涵與相關(guān)維度進行了明確界定，構(gòu)建了三者之間的機理模型；然后，以太原市各高校在校大學生為調(diào)查對象，設(shè)計和發(fā)放調(diào)查問卷；最后，利用專業(yè)的統(tǒng)計軟件SPSS21.0對數(shù)據(jù)進行描述性統(tǒng)計分析、相關(guān)分析和回歸分析，并對網(wǎng)店特性、品牌形象和消費者購買行為意向之間的關(guān)系進行實證驗證。 研究結(jié)論表明：網(wǎng)店特性可以系統(tǒng)的劃分為外觀設(shè)計、信息設(shè)計與傳遞、服務(wù)質(zhì)量三個基本維度，品牌形象作為中間變量則可劃分為企業(yè)形象、使用者形象和產(chǎn)品形象三個基本構(gòu)成要素；網(wǎng)店頁面設(shè)計越生動真實，傳達的信息越簡潔明確，服務(wù)過程質(zhì)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費者的購買行為意向，，增加其購買行為。 最后本文結(jié)合研究所得出的結(jié)論，針對網(wǎng)絡(luò)商店特性因素設(shè)計方面存在的問題提出了建設(shè)性的建議，這對規(guī)范網(wǎng)店競爭秩序，提升產(chǎn)品品牌形象，提高消費者購物滿意度和品牌忠誠度有一定的指導意義。
[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.
【學位授予單位】：山西財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F724.6;F713.55

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本文編號：1642004