网上店铺印象与消费者惠顾意向的关系研究  

The Research On The Relationship About Online Store Image And Consumer Willingness Patronage

作　　者：曾智[1] 

机构地区：[1]南京中医药大学经贸管理学院,江苏南京210046

出　　处：《江苏商论》2016年第2期21-24,共4页Jiangsu Commercial Forum

基　　金：2011年度国家社会科学基金项目(编号:11BGL090);国家教育部"高等学校高层次创造性人才计划"资助;台湾文教基金会大陆优秀青年学者发展基金资助;江苏省高等教育教学成果一等奖

摘　　要：在总结国内外相关研究及文献综述的基础上,本文结合电子商务行业的特殊性,选取重点维度作为研究变量。运用问卷调查和深入访谈的方式了解这些维度与消费者惠顾意向的相关关系,提出相应的建议,进而提高消费者惠顾意向。On the basis of summarizing the domestic and international related research and literature review,combined with the particularity of e-commerce industry, to choose goods, security, store interface impression, logistics, after-sale evaluation impression emphasis dimensions as the research variables, with the method of questionnaire and in-depth interview to understand these emphasis dimensions and the correlation between consumer patronage intentions.Finally verified by empirical research on these emphasis impression dimension relationship with the consumer patronage intentions were positively correlated.Online shops according to the results of the study, combined with some practical problems, put forward the corresponding proposal, the owner can establish a good or unique store image, let consumer difference between each other, thus improve the patronage intentions.

关 键 词：网上店铺 店铺印象维度 惠顾意向 

分 类 号：F713.36[经济管理—产业经济]