中国元素品牌情结的文娱消费网购意愿实施路径分析
毕业论文关键词：中国元素；品牌情节；技术创新扩散；文娱消费
Analysis on the path of net purchase intention based on brand complex of Chinese elements brand
Abstract： On the basis of the theory of innovation diffusion, China complex elements of brand based on the Cronbach coefficient and Kendall coefficient of concordance to evaluate the evaluation reliability at the same time, with the analysis of the reliability of the survey, statistical software SPSS, validity analysis, factor analysis and correlation analysis of the load; the difference with Pearson, are the key factors of constructing model the consumer online shopping entertainment consumption willingness to implement path from two aspects of innovation diffusion characteristics and innovation diffusion environment, the implementation path of the entertainment consumers' online shopping intention research, further clarify the relationship between the factors of online shopping and entertainment consumption willingness to implement key elements of brand Chinese complex based on the impact of the use of empirical analysis, expand the research field of entertainment consumer online shopping intention problem, which has a positive academic value. At the same time, this study contributes to the online shopping boom down The industry of Internet network of consumer entertainment marketing strategy formulation, the network of Internet, especially to the Chinese brand in the fierce, consumer oriented market environment of internal adjustment and external promotion has the guiding role of the value.
Keywords：Chinese elements；Brand scenario； Technology innovation diffusion； entertainment consumption
目录
第一章绪论.1
（一）研究背景.1
（二）研究目的.3
（三）研究流程.3
第二章文献探讨.5
（一）中国元素品素.5
（二）技术创新扩散.5
（三）文娱消费.6
第三章研究架构与假说8
（一）研究架构.8
（二）研究变量.9
1、变量定义9
2、变量衡量项目.11
3、研究假设.11
第四章研究设计与方法.12
（一）问卷设计与回收流程12
（二）研究对象和研究样本的选择12
（三）资料分析方法13
1、敘述统计分析.13
2、相关分析.13
3、复回归分析.13
第五章资料结果分析14
（一）叙述统计分析14
（二）信度与效度分析14
1、效度.14
2、信度.15
（三）变量之间的标准因子载荷量分析16
（四）皮尔逊积差相关分析18
（五）假设检验总结18
第六章结论与建议19
（一）研究的结论19
（二）研究的建议19
（二）研究的局限性20
致谢
上一篇：上海高校新型智库建设路径研究