优质期刊论文发表网提供专业的论文发表、论文写作以及期刊推广服务!QQ:820771224

电话:18796337551
当前位置:优质期刊论文发表网工商论文 → 文章正文

网络生鲜平台品牌形象对消费者购买决策影响的实证研究——基于感知质量中介作用

作者:优质期刊论文发表网  来源:www.yzqkw.com  发布时间:2019/9/16 9:25:28  

摘要:如何提升农产品流通效率,是解决我国“三农”问题的一个重要问题。生鲜产品是农产品的重要组成部分,消费者在日常生活中需要高频次、大范围购买生鲜产品。而网络生鲜平台是互联网与传统生鲜类农产品产业深度融合的载体,从而被誉为电商细分领域的最后一片“蓝海”。随着阿里、京东、腾讯等互联网巨头也纷纷涌入生鲜电商领域,网络生鲜平台已经成为电商领域的风口,然而网络生鲜平台普遍亏损、用户渗透率很低,品牌形象建设的滞后是其中最重要的原因之一。如何通过提升网络生鲜平台品牌形象破解生鲜电商发展的困局,已经成为企业界、学术界高度重视的焦点问题。

现有研究围绕品牌形象,构建了成熟的理论体系,产生了丰富的研究成果,对于品牌形象的理论机理和实践应用进行了深入的探索。但在网络环境下品牌形象如何影响消费者购买决策,与传统购买环境相比较这种影响有何不同,品牌形象理论体系需要进一步丰富和完善,企业界运营实践急需进一步的理论指导,相关研究仍然偏少。鉴于此,本文以贝尔模型为基础,将品牌形象分为企业形象、产品或服务形象和使用者形象三个维度,考虑到网络生鲜平台的消费者主观感受对消费者购买决策的影响,加入感知质量这一中介变量,并结合中国生鲜平台行业市场分析,开发了量表工具和调查问卷,构建了基于感知质量中介作用的网络生鲜平台品牌形象对消费者购买决策影响的研究模型,利用结构方程探索了网络生鲜平台品牌形象的三个维度对消费者购买决策的作用路径。

研究结论表明:网络生鲜平台品牌形象的三维度(企业形象、产品或服务形象和使用者形象)之间呈现正相关关系;感知质量在品牌形象三个维度对购买决策的作用路径中发挥作用存在较大区别,其中,在产品或服务形象、使用者形象对消费者购买决策的作用路径中发挥完全中介效应,在企业形象对消费者购买决策的作用路径中不发挥作用。

How to improve the circulation efficiencyof agricultural products is an important issue to solve the "three ruralissues" in China. Fresh products are an important part of agriculturalproducts. Consumers need high-frequency and large-scale purchase of freshproducts in their daily lives. In recent years, fresh e-commerce, which iscommitted to improving the circulation efficiency of fresh products, has becomean important starting point for the government's work in agriculture, ruralareas and farmers. The 19th National Congress pointed out that “the promotionof the Internet, big data, artificial intelligence and the deep integration ofthe real economy”. The network fresh platform is the carrier of the deepintegration of the Internet and the traditional fresh agricultural productsindustry, and is known as the last “blue ocean” in the field of e-commerce.With the rapid development of a large number of fresh e-commerce companies suchas COFCO, Fruit Day, Benlai, Ali, JD, Tencent and other Internet giants havealso poured into the field of fresh e-commerce, and the network fresh platformhas become an e-commerce field. However, the network fresh platform isgenerally losing money, the user penetration rate is very low, and the lag ofbrand image construction is one of the most important reasons. How to solve thedilemma of the development of fresh e-commerce by enhancing the brand image ofthe network fresh platform has become a focus of high attention in the businessand academic circles.

The existing research builds a maturetheoretical system around the brand image, and has produced rich research results.The theoretical mechanism and practical application of the brand image havebeen deeply explored. However, in the network environment, how does the brandimage affect consumers' purchasing decisions? Compared with the traditionalpurchasing environment, how does this influence differ? The brand image theorysystem needs to be further enriched and improved. The business practice of theenterprise is in urgent need of further theoretical guidance. The businesspractice of the enterprise is in urgent need of further theoretical guidance.So, Based on Biel’s model, considering the influence of the consumer'ssubjective feelings on the online fresh platform on consumer purchasingdecisions, adding the mediator of perceived quality, this paper constructs a researchmodel based on the impact of the intermediary role of perceived quality brandimage on consumer purchasing decisions, and develops a scale tool andquestionnaire. Consumers of online fresh platform are used as research objects.The structural equation model is used to explore the role of online fresh brandimage in consumer purchasing decision-making.     

The results indicate that there arepositive correlations between the three dimensions (corporate image, productand service image, and user image) of brand image on network platform; There isa great difference in the role of perceived quality in the three dimensions ofbrand image on the action path of purchase decision, Perceived quality plays asignificant role in the role of purchase decision in the three dimensions ofbrand image, in which the role of product and service image and consumer imageplay a complete intermediary role in the path of consumer purchasing decision,while the role of corporate image on consumer purchase decision path does notplay a role.

关键词:网络生鲜平台;品牌形象;消费者购买决策;贝尔模型;结构方程

Network Fresh Platform; Brand Image;Consumer Purchase Decision-making; Biel’s model; Structural Equation Model

联系方式

客服QQ 820771224
客服热线18796337551
网站地址 www.yzqkw.com
郑重承诺 高效,快速,包发表!
优质期刊论文发表网真诚欢迎新老客户的光临与惠顾!