品牌形象对顾客购买意愿影响之实证分析—以名创优品中山黄圃店为例.docVIP

摘 要 随着中国零售业市场竞争日渐升级，电子商务的迅速发展，新零售业该如何发展，扩大市场份额，成为了值得思考的问题。本文以名创优品中山黄圃店为主要研究对象，通过构建符合该店的调查模型，利用问卷调查分析品牌形象对顾客购买意愿的影响，并最终得出两者存在正向关系。本研究仪名创优品中山黄圃店位研究对象，通过SPSS分析结果显示，在「品牌形象」统计显示，女性的认同程度比男性的认同程度高，原因是名创优品中山黄圃店的商品更能吸引女性消费。名创优品高性价比的化妆品，可爱的卡通玩偶和精致小巧的饰品，一直都深受年轻女性的喜爱。在「购买意愿」的构面统计结果显示，年龄在20岁到29岁的顾客均值比50岁以上的顾客均值高，原因是20到29岁的顾客多数是大学生或者年轻上班族，经济实力较弱，他们主要倾向于购买性价比高，包装精美时尚的商品；50岁以上的顾客，经济实力较强，消费观念更传统，消费方式追求单一简便，对于商品更追求品质、质量，名创优品的产品未必能达到他们的预期。此外，研究调查结果显示「品牌形象」及「购买意愿」为正相关关系，原因是顾客在消费过程中，店铺的装修、商品的价格和质量、导购的服务都会影响消费者选购；当店铺满足了消费者的需求，让消费者内心感到舒适，就会对该店铺的商品感兴趣，从而提升顾客对商品的购买意愿。 关键词：新零售业 品牌形象 顾客购买意愿 Abstract With the rapid development of e-commerce, the development of new retailers and the expansion of market share has become a problem. This paper analyzes the effect of brand image on customers desire to buy customers by using a questionnaire survey method..Through SPSS analysis results show that in the brand image statistics, womens identity is higher than mens, because the products of famous and excellent products Zhongshan Huangpu store are more attractive to womens consumption. Famous and excellent cosmetics with high cost performance, lovely cartoon dolls and exquisite and small accessories have always been loved by young women. In the aspect of purchase intention, the statistical results show that the average value of customers aged 20-29 years is higher than that of customers over 50 years old. The reason is that most of customers aged 20-29 years are college students or young office workers with weak economic strength. They tend to buy goods with high cost performance and exquisite and fashionable packaging. Customers over 50 years old have strong economic strength and more popular consumption concept Unified, the pursuit of a single and simple way of consumption, the pursuit of quality and quality for goods, famous products may not be able to achieve their expectations. In addition, the research results show that brand image and purchase intention are positively related, because in the p