营销学视角下的广东大学生网购消费行为特征分析-国际金融进展-CSCIED科技核心评价数据库-手机版

营销学视角下的广东大学生网购消费行为特征分析

Research on the Characteristics of Undergraduate Online Shopping Behavior in GuangdongFrom the Perspective of Marketing

ES评分 0 浏览量：790 下载量：0

DOI	10.12208/j.aif.20210003
刊名	国际金融进展 Advances in International Finance
年，卷(期)	2021, 3(1)
作者	方瑀绅*,
作者单位	肇庆学院经济与管理学院广东肇庆 ;
摘要	电子商务俨然成为当今商业营销一股不可抵挡的趋势。然而，消费者如何看待商品品牌与自我之间的关系，成为一项值得研究的议题。本研究针对大学本科生族群，采独立T检定和单因子ANOVA检定，进行探讨他们对”品牌价值”、”质量价值”、”服务价值”的三个构面维度。研究发现：(1)就独立T检定分析男女学生在”品牌价值”构面有显着差异存在，其中女生感受显着的高于男生；(2)就三个构面维度16个问项变量中，女生对”品牌价值”感受显着的高于男生；而”质量价值”、”服务价值”构面均未达到显着差异；(3) ”品牌价值”与”服务价值”与年级、每月可支配零用钱构面达显着差异。
Abstract	E-commerce has become an irresistible trend in todays commercial marketing. However, how consumers perceive the relationship between brand and self has become a topic worth studying. This study aimed at the undergraduate students in Guangdong, and adopted independent T-test and single-factor ANOVA test to explore their three facet dimensions of “brand value”, “quality value” and “service value”. The study found that: (1) There is a significant difference in the "brand value" facet between male and female students in the independent T test, in which girls feel significantly higher than boys; (2) 16 question variables in three facet dimensions, girls’ perception of “brand value” is significantly higher than that of boys; while “quality value” and “service value” facets have not reached significant differences; (3) “brand value” and “service value” and grade, There is a significant difference in the monthly disposable pocket money.
关键词	EKB模式；品牌消费；消费者决策；电子商务；网络购物
KeyWord	EKB Model; Brand Consumption; Consumer Decision-Making; E-Commerce; Online Shopping
基金项目
页码	28-36

参考文献
相关文献

[1] 王宝义.中国电子商务网络零售产业演进、竞争态势及发展趋势[J].中国流通经济,2017,31(4):25-34.
[2] 林艳,王志增.网购顾客心理契约违背、服务补救与顾客品牌态度[J].商业研究,2016(4):131-138.
[3] 黄静,许志炜.品牌个性理论研究评述与心理学新思路[J].武汉大学学报(哲学社会科学版),2015,68(2):116-122.
[4] 丁勇,肖金川,朱俊红.社会化媒体对品牌偏好的影响研究:基于顾客感知价值的视角[J].运筹与管理, 2017, 26(6): 176-184.
[5] 巫月娥.网络品牌视角下网络消费者重复购买的营销策略[J].企业经济,2013,32(1):105-108.
[6] 赵建彬,景奉杰.在线品牌社群氛围对顾客创新行为的影响研究[J].管理科学,2016,29(4):125-138.
[7] 李桂华,卢宏亮.供应商品牌溢出价值、品牌关系质量与采购商重复购买意向:基于采购商视角[J].南开管理评论,2010,13(4):71-82.
[8] Dobin D, Zinkhan GM. In search of brand image: A foundation analysis[J]. Advances in Consumer Research, 1990, 17(1): 110-119.
[9] Keller KL. Conceptualizing, measuring, and managing, customer based brand equity[J]. Journal of Marketing, 1993, 57: 1-22.
[10] 刘莎.网络商店品牌形象与顾客忠诚的关系研究[D].南京:南京理工大学, 2010:40-48.
[11] 崔艳红.感知风险理论在网上购物中的应用[J].电子商务,2007,(3):75-79.
[12] Biel AL. How brand image drives brand equity[J]. Journal of Advertising Research, 1992, 32(6):6-12.
[13] Schwartz IE. Webonomics: Nine essential principles for growing your business on the world wide web[M]. New York: McGraw-Hill Inc, 1996.
[14] Schiffman LG. Wisenblit J. Consumer behavior (11th ed.) [M], Pearson, 2014.
[15] Dodds WB, Monroe KB, Grewal D. The effects of price, brand, and store information on buyer’s product evaluations[J]. Journal of Marketing Research, 1991, 28(3): 307-319.
[16] Zeithaml VA. Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence[J]. Journal of Marketing, 1988, 52: 4-17.
[17] Sasser WE, Olsen PR, Wyckoff DD. Management of service operation: Text, case and readings[M]. Allyn and Bacon, Boston, MA, 1978.
[18] 王小波,雷冲.学男女比例严重失调专家称国内教育适合女生[EB/OL].(2012-07-25)[2020-07-24]. http://news.sciencenet.cn/htmlnews/2012/7/267382.shtm
[19] 蔡寿松,顾晓敏.基于KANO模型的网络购物商业模式满意度测评[J].统计与决策,2015,18:95-97.
[20] 王林,季美旭,李秋逸,张元毓.基于扎根理论的网购相关文献主题类型研究[J].管理现代化,2015,6:127-129.
[21] 吴明隆. SPSS操作与应用－问卷统计分析实务(第二版)[M].台北市:五南,2009.

引用本文

方瑀绅*. 营销学视角下的广东大学生网购消费行为特征分析 [J]. 国际金融进展. 2021; 3; (1). 28 - 36.

文献评论

相关学者

相关机构