20200427-全文查重调整-罗子林.doc

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AbstractWiththerapiddevelopmentofe-commercethedevelopmentofnewretailersandtheexpansionofmarketsharehasbecomeaproblem.Thispaperanalyzestheeffectofbrandimageoncustomer'sdesiretobuycustomersbyusingaquestionnairesurveymethod..ThroughSPSSanalysisresultsshowthatinthe"brandimage"statisticswomen'sidentityishigherthanmen'sbecausetheproductsoffamousandexcellentproductsZhongshanHuangpustorearemoreattractivetowomen'sconsumption.Famousandexcellentcosmeticswithhighcostperformancelovelycartoondollsandexquisiteandsmallaccessorieshavealwaysbeenlovedbyyoungwomen.Intheaspectof"purchaseintention"thestatisticalresultsshowthattheaveragevalueofcustomersaged20-29yearsishigherthanthatofcustomersover50yearsold.Thereasonisthatmostofcustomersaged20-29yearsarecollegestudentsoryoungofficeworkerswithweakeconomicstrength.Theytendtobuygoodswithhighcostperformanceandexquisiteandfashionablepackaging.Customersover50yearsoldhavestrongeconomicstrengthandmorepopularconsumptionconceptUnifiedthepursuitofasingleandsimplewayofconsumptionthepursuitofqualityandqualityforgoodsfamousproductsmaynotbeabletoachievetheirexpectations.Inadditiontheresearchresultsshowthat"brandimage"and"purchaseintention"arepositivelyrelatedbecauseintheprocessofconsumptionthedecor