广东东软学院本科生毕业设计（论文）新零售背景下消费者对“林氏木业”家具的购买意 愿研究 内容摘要在信息技术快速更新的背景下，商业模式出现新的变化。最近几年，新零售在各地兴起，给商家与消费者带来新的机遇与体验。传统的商品经营者也在借助新零售以实现升级，从而产生了大量的商业模式。电子商务、地产和定制化都在颠覆原有的传统模式，以谋得更大的利润空间，家具行业的发展形势也变得更加严重。同时，家具消费行为也普遍更为理性了，如果不能够在市场如此竞争的态势下对产品和服务进行创新和换代，将会难以提升客户的体验，容易被动退出市场。家具行业需要在此态势下寻找新的出路。因此，本文在新零售背景下以林氏木业为例，从消费者的角度去研究消费者在新零售这种模式下对于家具电商的购买意愿，通过问卷调查法进行数据分析和实证研究得出林氏木业消费者购买意愿及购买行为的影响因素，让企业能够更加了解消费者的需求，然后统计数据进行定量与定性分析得出林氏木业目前存在的问题，并基于产品、线上服务及消费者的视角提出相应能够提高消费者购买意愿与行为的相应对策，以及推动企业进一步有针对性的调整企业的发展方向，同时能够促进我国家具行业的发展，为家具电商企业实现战略转型提供有力的帮助。关键词：新零售；林氏木业；消费者购买意愿广东东软学院本科生毕业设计（论文）AbstractWith the rapid development of new retail business models and information technology, consumers are facing changes in terminal upgrades to experience upgrades. Many traditional brands are actively seeking transformation and upgrading, which has spawned many new models and new formats. E-commerce, real estate, and customization are all overturning the original traditional models to obtain greater profit margins. The development of the furniture industry It has also become more serious. At the same time, furniture consumption behavior is generally more rational. If you cannot innovate and replace products and services in such a competitive market, it will be difficult to improve the customer experience and easily withdraw from the market passively. The furnit...
