發(fā)布時(shí)間：2018-03-21 03:13

  本文選題：網(wǎng)絡(luò)購(gòu)物　切入點(diǎn)：網(wǎng)店特性　出處：《山西財(cái)經(jīng)大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著網(wǎng)絡(luò)經(jīng)濟(jì)與平臺(tái)經(jīng)濟(jì)的發(fā)展以及電子商務(wù)服務(wù)平臺(tái)與體系的日臻完善，網(wǎng)絡(luò)商店與實(shí)體商店并存，網(wǎng)絡(luò)購(gòu)物成為一種時(shí)尚。較低的進(jìn)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(wú)序性、白熱化的競(jìng)爭(zhēng)格局。區(qū)別于實(shí)體商店，網(wǎng)店的頁(yè)面形象設(shè)計(jì)是給消費(fèi)者感官?zèng)_擊的唯一途徑，然而，由于缺乏專業(yè)的指導(dǎo)，各網(wǎng)店的形象設(shè)計(jì)紛繁復(fù)雜，使得消費(fèi)者眼花繚亂而無(wú)法做出有效的購(gòu)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(jì)對(duì)消費(fèi)者購(gòu)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(duì)品牌形象和消費(fèi)者購(gòu)買行為意向的影響。 本文首先對(duì)網(wǎng)店特性、品牌形象和消費(fèi)者購(gòu)買行為意向的內(nèi)涵與相關(guān)維度進(jìn)行了明確界定，構(gòu)建了三者之間的機(jī)理模型；然后，以太原市各高校在校大學(xué)生為調(diào)查對(duì)象，設(shè)計(jì)和發(fā)放調(diào)查問(wèn)卷；最后，利用專業(yè)的統(tǒng)計(jì)軟件SPSS21.0對(duì)數(shù)據(jù)進(jìn)行描述性統(tǒng)計(jì)分析、相關(guān)分析和回歸分析，并對(duì)網(wǎng)店特性、品牌形象和消費(fèi)者購(gòu)買行為意向之間的關(guān)系進(jìn)行實(shí)證驗(yàn)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(jì)、信息設(shè)計(jì)與傳遞、服務(wù)質(zhì)量三個(gè)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(gè)基本構(gòu)成要素；網(wǎng)店頁(yè)面設(shè)計(jì)越生動(dòng)真實(shí)，傳達(dá)的信息越簡(jiǎn)潔明確，服務(wù)過(guò)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(fèi)者的購(gòu)買行為意向，，增加其購(gòu)買行為。 最后本文結(jié)合研究所得出的結(jié)論，針對(duì)網(wǎng)絡(luò)商店特性因素設(shè)計(jì)方面存在的問(wèn)題提出了建設(shè)性的建議，這對(duì)規(guī)范網(wǎng)店競(jìng)爭(zhēng)秩序，提升產(chǎn)品品牌形象，提高消費(fèi)者購(gòu)物滿意度和品牌忠誠(chéng)度有一定的指導(dǎo)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(xué)位授予單位】：山西財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F724.6;F713.55

【參考文獻(xiàn)】

相關(guān)期刊論文 前7條

1 邵兵家;楊璐;;網(wǎng)上商店氛圍對(duì)消費(fèi)者購(gòu)買意愿的影響[J];商業(yè)研究;2009年11期

2 郭國(guó)慶;汪曉凡;李屹松;;非營(yíng)利組織體驗(yàn)營(yíng)銷的特征及組合策略研究[J];當(dāng)代經(jīng)濟(jì)管理;2009年03期

3 武瑞娟;王承璐;;網(wǎng)店友好性對(duì)消費(fèi)者愉快和喚起情感的效應(yīng)研究[J];當(dāng)代財(cái)經(jīng);2013年11期

4 韓睿,田志龍;促銷類型對(duì)消費(fèi)者感知及行為意向影響的研究[J];管理科學(xué);2005年02期

5 薛建儒;鄭南寧;鐘小品;平林江;;視感知激勵(lì)——多視覺(jué)線索集成的貝葉斯方法與應(yīng)用[J];科學(xué)通報(bào);2008年02期

6 范秀成,陳潔;品牌形象綜合測(cè)評(píng)模型及其應(yīng)用[J];南開學(xué)報(bào);2002年03期

7 王家寶;秦朦陽(yáng);;品牌知名度與品牌形象對(duì)消費(fèi)者購(gòu)買意愿的影響[J];企業(yè)研究;2011年02期

相關(guān)博士學(xué)位論文 前1條

1 潘廣鋒;網(wǎng)站特征對(duì)互聯(lián)網(wǎng)品牌忠誠(chéng)的影響機(jī)理研究[D];山東大學(xué);2013年

本文編號(hào)：1642004