《在校女大学生信息渠道偏好与时尚品牌购买欲调查》(徐一嘉)

论文名称:《在校女大学生信息渠道偏好与时尚品牌购买欲调查 Explore the Relationship between Female College Student of Channels to Obtain Fashion Brand Information and Purchase Intention

作者:徐一嘉Evika Xu
指导老师
:麦莉娟教授 Prof. Evelyn Mai

内容简介:随着数字时代的到来,品牌营销进入了一个新的阶段,信息渠道营销就是这个时代的产物,它为时尚产业的营销者们带来了新的机遇与竞争。除了大众熟知的传统信息的渠道外,新兴的信息渠道及人际交流渠道都将影响消费者的购买行为。那么,不同的信息渠道将会怎么有怎样不同的用户体验呢?是否会影响对产品的购买行为呢?笔者将通过信息渠道的介绍及消费者时尚品牌的购买行为的资料,以及对在校女大学生的信息渠道偏好和购买意愿进行分析,探索信息渠道对时尚产业市场的影响。
With the emergence of new information channels, the Internet offers new possibilities for customer to obtain brand information. The traditional information channels and interpersonal channels also influence people's purchase behavior. This research attempted to explore the relationship between female college students' preference of information channels and purchase intention, in order to make an exhaustive study on information channel marketing effectiveness. The correlation among channel attitude, brand attitude and intention of word-of-mouth about the brand are also involved in the research.

 

毕业感言:很多怀念,很多欢乐,很多遗憾,很多不舍,在这里,我看到了一个从未想过的未来。

 

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创建时间:2020年5月1日 23:35