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MBA毕业论文_鲜电商平台品牌形象对消费者购买意愿影响研究PDF

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随着平台经济的兴起和电子商务的发展,有着特殊商品属性的生鲜产品开始在线 上平台进行销售,在生鲜电商平台购买生鲜产品引发了越来越多人的兴趣和关注,也 成为了热门的研究话题。近年来,生鲜电商行业内竞争越来越激烈,每个生鲜电商平 台都希望通过有效的方式快速获取更多的顾客,并能够使其产生持续的购买意愿。在 生鲜电商领域,消费者极为重视生鲜电商平台的品牌。由于我国生鲜电商发展时间较 短,生鲜电商平台还未积累大量的消费群体,对于初次尝试购买的消费者来说,会通 过平台品牌形象去衡量生鲜产品质量,并决定是否购买;而对于已经形成习惯性购买 的忠实消费群体,他们则会更加在意该生鲜电商平台的品牌形象是否被破坏,并对该 生鲜电商平台品牌形象的提升有所期待。另外,由于生鲜产品具有鲜活易腐、非标准 化的特点,在运送过程中容易损坏,可能会给消费者带来不好的购买体验,消费者在 该过程中感知到的风险也会影响其购买意愿。 本研究针对生鲜电商平台企业面临的一系列现实问题,从理论层面构建了生鲜电 商平台品牌形象对消费者购买意愿影响的研究模型,并探索品牌认同的中介作用和感 知风险的调节作用,旨在探究生鲜电商平台品牌形象如何影响消费者购买意愿,以此 为生鲜电商平台提供营销建议。本研究主要内容包括以下几个方面:首先,通过文献 阅读的整理,总结国内外学者关于品牌形象、品牌认同、感知风险和购买意愿的研究 成果,逐步梳理各变量之间的关系,提出本研究的方向。在研究中也参考了以往学者 对品牌形象维度的划分,根据生鲜电商平台特点将品牌形象划分成企业形象、产品/ 服务形象和消费者形象三个维度。其次,根据本研究的主题,结合相关理论,构建研 究模型并提出研究假设。最后,采用问卷调查方式收回有效问卷345份,并运用 SPSS22.0数据分析软件进行数据分析,得出研究结论。通过实证分析,得出以下结 论:生鲜电商平台品牌形象及其三个维度均显著正向影响消费者购买意愿;生鲜电商 平台品牌形象及其三个维度均显著正向影响品牌认同;生鲜电商平台品牌认同显著正 向影响消费者购买意愿;品牌认同在生鲜电商平台品牌形象及其三维度对消费者购买 意愿的作用机制中起到部分中介作用;感知风险在生鲜电商平台品牌形象对消费者购 买意愿的作用机制中具有负向调节作用。 关键词:生鲜电商平台;品牌形象;品牌认同;感知风险;购买意愿 生鲜电商平台品牌形象对消费者购买意愿影响研究——品牌认同和感知风险的作用 I ABSTRACT Withtheriseofplatformeconomyandthedevelopmentofe-commerce,fresh productswithspecialcommodityattributesbegintobesoldonline.Thepurchaseof freshproductsonthefreshe-commerceplatformhasattractedmoreandmore people'sinterestandattention,andhasbecomeahottopic.Inrecentyears,the competitioninthefreshe-commerceindustryisbecomingmoreandmoreintense. Everyfreshe-commerceplatformhopestogetmorecustomersquicklythrough effectivemeansandcanmakeitgeneratecontinuouspurchaseintention.Inthefield offreshe-commerce,consumersattachgreatimportancetothebrandoftheplatform. Asthedevelopmenttimeoffreshe-commerceinChinaisshort,theplatformhasnot accumulatedalargenumberofconsumergroups.Fortheconsumerswhotrytobuy forthefirsttime,theywillmeasurethequalityoffreshproductsthroughthebrand imageoftheplatformanddecidewhethertobuythemornot;fortheloyalconsumers whohaveformedhabitualpurchase,theywillpaymoreattentiontothebrandimage oftheplatformisWhetheritisdamagedornot,andthebrandimageofthefresh e-commerceplatformwillbeimproved.Inaddition,becauseofthecharacteristicsof freshproducts,theyareperishableandnon-standard,whichareeasytodamageduring transportation,whichmaybringbadpurchasingexperiencetoconsumers.Therisks perceivedbyconsumersintheprocesswillalsoaffecttheirpurchaseintention. Thisstudyaimsataseriesofpracticalproblemsfacedbythefreshe-commerce platformenterprises,andconstructsaresearchmodelofthebrandimageoffresh e-commerceplatformonconsumers'purchasingintentionfromthetheoreticallevel, andexplorestheintermediaryroleofbrandidentityandtheregulationofperceived risk.Thepurposeofthisstudyistoexplorehowthebrandimageofthefresh e-commerceplatformaffectstheconsumers'purchasingintention,soastoserveasthe freshe-commerceplatformProvidemarketingadvice.Themaincontentsofthisstudy includethefollowingaspects:firstly,throughtheliteraturereading,thepaper summarizestheresearchresultsofdomesticandforeignscholarsonbrandimage, brandidentity,perceivedriskandpurchaseintention,andgraduallysortsoutthe relationshipamongvariousvariables,andputsforwardthedirectionofthisstudy.In theresearch,wealsorefertothepreviousscholars'classificationofbrandimage dimension,anddividethebrandimageintothreedimensions:enterpriseimage, productorserviceimageandconsumerimageaccordingtothecharacteristicsoffresh ABSTRACT II e-commerceplatform.Secondly,accordingtothethemeofthisstudy,combinedwith relevanttheories,theresearchmodelisconstructedandtheresearchhypothesisisput forward.Finally,345validquestionnaireswerecollectedbyquestionnairesurvey,and SPSS22.0dataanalysissoftwarewasusedtoanalyzethedata,andtheconclusionwas drawn.Throughempiricalanalysis,thefollowingconclusionsaredrawn:brandimage offreshe-commerceplatformanditsthreedimensionshaveasignificantpositive impactonconsumers'purchasingintention;brandimageoffreshe-commerce platformanditsthreedimensionshaveasignificantpositiveimpactonbrandidentity; brandidentityoffreshe-commerceplatformhasasignificantpositiveimpacton consumers'purchasingintention;brandidentityintheplatformoffreshe-commerce anditsthree-dimensionalDegreeplaysapartoftheintermediaryroleinthe mechanismofconsumers'purchasingintention;Perceivedriskhasanegative moderatingeffectinthemechanismofbrandimageoffreshe-commerceplatformon consumers'purchaseintention. KEYWORDS:freshe-commerceplatform;brandimage;brandidentity;perceived risk;purchaseintention 生鲜电商平台品牌形象对消费者购买意愿影响研究——品牌认同和感知风险的作用 1 目录 第一章绪论.............................................................................................1 第一节研究背景与研究意义.............................................................................1 一、研究背景..................................................................................................1 二、研究意义..................................................................................................3 第二节研究内容与方法.....................................................................................4 一、研究内容..................................................................................................4 二、研究方法..................................................................................................5 第三节研究创新点.............................................................................................6 第二章文献综述.....................................................................................7 第一节生鲜电商平台研究综述.........................................................................7 一、生鲜产品的概念......................................................................................7 二、生鲜电商平台的相关研究......................................................................7 第二节品牌形象研究综述.................................................................................8 一、品牌形象的概念......................................................................................8 二、品牌形象的研究模型..............................................................................9 第三节品牌认同研究综述...............................................................................13 一、品牌认同的概念....................................................................................13 二、品牌认同的前因变量............................................................................14 三、品牌认同的结果变量............................................................................14 第四节感知风险研究综述...............................................................................15 一、感知风险的概念....................................................................................15 二、感知风险的相关研究............................................................................16 第五节购买意愿研究综述...............................................................................16 一、购买意愿的概念....................................................................................16 二、生鲜电商平台消费者购买意愿研究现状