品牌效应对生鲜电商购买意向影响因素的分析【摘要】随着经济的发展，人们逐渐学会从多方面来提升自己的物质生活水平，而且在这水平逐渐提高的同时，对其的要求也越来越高，如今这个时代已逐渐趋向于以顾客为导向的时代，消费者的意向与价值便成为了生鲜电商企业竞争的原动力。本论文认为生鲜电商企业品牌形象所产生的效应对消费者的购买意向存在影响关系，对几大生鲜电商企业的品牌建设进行对比分析，使用问卷调查法主要以有过网购生鲜产品经历的人为样本，收集调查结果，对结果进行描述和分析，得出相关数据，从分析相关数据中得到品牌效应对生鲜电商购买意向的几个影响因素以及他们影响力的大小。结合理论实际和问卷调查得出的结论，最后对生鲜电商企业的品牌建设提出几点建议。【关键词】生鲜电商；品牌效应；购买意向；问卷调查注：本论文（设计）题目来源于教师的国家级（或省部级、厅级、市级、校级、企业）科研项目，项目编号为： 。1Analysis of the influence factors of brand effect on purchase intention of fresh e-commerce 【Abstract】With the development of the network economy, people's material living standard is gradually improved, at the same time, the demand for it is also higher and higher. Nowadays, the era has gradually tended to be customer-oriented, and consumers' intention and value have become the driving force of fresh e-commerce enterprise competition. This paper thinks that the effect of brand image of fresh e-commerce enterprises has an impact on consumers' purchase intention. This paper makes a comparative analysis of brand construction of several fresh e-commerce enterprises, using the questionnaire survey method. It mainly collects the survey results, describes and analyzes the results, and obtains the relevant data from the analysis of the relevant data According to the analysis, we get several factors that influence the brand effect on the purchase intention of fresh e-commerce and their influence. Combined with the theoretical reality and the concl...
