基于中国元素品牌情结的网购意愿实施路径分析
毕业论文关键词：网购意愿；中国元素；品牌情节；文化营销；实施路径
Analysis on the path of net purchase intention based on brand complex of Chinese elements brand
Abstract： In this dissertation , the exploring empirical research method is used to discover influencing mechanism of three types of customer brand personality Perception from consumer Perspective, on Purchase intention in Chinese mobile Phone markets . First of all , The Paper reviews the relative literatures, which includes researches on brand Personality and TRA model that is one of the classic theories of purchase intention. Further, the research model is Presented , as well as research hypotheses. Then, questionnaire survey is conducted , which is of formed from extant scales of relevant researches . Finally , regression analysis is used . The result shows that three types of brand Personality Perception have significant Positive effects on Purchase intention. Besides, It confirmed that Emotional attitudes is a mediation. The significance of this study is to demonstrate effects of brand with Chinese culture elements personality on purchase intention from the Perspective of consumers' perception, perfect the relevant theoretical research and be help for the company to meet the Sales Target of the brand with Chinese culture elements.
Keywords： Online shopping intention；Chinese elements；Brand story；Cultural marketing；The implementation path
目 录
1 绪论 1
1.1 研究背景 1
1.1.1 我国电子商务的发展环境 1
1.1.2 网络交易市场的现状 2
1.1.3 电子消费品的市场现状 3
1.2 本文研究的意义 4
1.3 问题的提出及假设 4
1.4 研究内容及研究方法 7
1.4.1 研究内容 7
1.4.2 研究方法 7
1.4.3 本文采用的主要模型 8
1.4.4 技术路线 10
2 网购意愿实施路径及其相关理论文献综述 12
2.1 基本概念界定 12
2.1.1 中国元素品牌 12
2.1.2 文化营销 14
2.1.3 网购意愿 15
2.2 相关研究综述 15
3 研究设计 17
3.1 问卷设计 18
3.1.1 调研对象和调研领域 18
3.1.2测量量表 20
3.2抽样方法 22
3.3 资料统计分析方法 23
4 实证研究 23
4.1 样品描述 24
4.2 信度检验 24