b2c网络零售商品牌资产对消费者考虑集的影响分析 word格式.docxVIP

AbstractIn recent years, with the wide use of network technology, the rapid development of electronic commerce in Chinese market, more and more enterprises begin to develop online sales channels. Brand equity as the intangible assets of the enterprise, plays an important role in electronic sales channels. How to enhance the brand equity so as to promote the purchase decisions of consumers, become the focus of enterprise practice. The research on brand equity and consumer purchase decision-making are concentrated in the last part of the purchase decision, very little attention to consider the influences of brand assets in stages in the consumer.In this paper, a preliminary step from the perspective of consumer purchase decision is also considering the effect of brand equity in the stage, in the environment of B2C network of retail brand assets considering the influence of the role set, to enrich the research of the related theory at the same time, the brand management of the enterprise also has the certain enlightenment function.First of all, the literature summary and theoretical analysis on the brand equity and the consideration set based on a large amount of data on domestic and foreign research on brand equity, and consider the set of dimensions to explore, on the basis of relevant theoretical research of B2C network retail brand on consumer consideration set effects model, and put forward the hypothesis; secondly, draw lessons from domestic maturity scale up the questionnaire of this study, and several modification and improvement, SPSS19.0 and AMOS17.0 software to verify the reliability and validity of the data in the issuance and collection of questionnaire by using structural equation model; finally, by path analysis parameter of each path in the conceptual model, through the fit index of model fitting degree is evaluated finally, to verify the hypothesis.The study found in the B2C network of retail, brand awareness, perceived qu