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顧客感知價值男士護膚品購后行為的關系研究

時間:2019-04-19 22:08來源:英語論文
A Study of the Effects of Customer Perceived Value on Post-purchase Behavior of Consumers of Men’s Skincare Products,英語論文顧客感知價值男士護膚品購后行為的關系研究

Abstract As a change of people’s consumption view and fashion concept, the industry of skincare products, which mainly served the female customer in the past, began to tilt to men’s market. However, in comparison with the mature industry of female skincare products, the development of male skincare products is still in its infancy. Therefore, it is particularly important to explore and research the development of male skincare products in the present.34691
In view of this, this article will take men’s skincare products as the subject to research the customer perceived value and the post-purchase behavior. And based on the early research, this paper builds a theory model and puts forward research hypotheses. The hypotheses includes the following variables: function value, emotion value, social value, repeat purchase, premium payment and word-of-mouth. This article carries out two questionnaire surveys, the second based on the first. The data are analyzed by SPSS19.0 and AMOS7.0. After the reliability analyses and results, the article gives some research conclusion and suggestions.
Key Words: Men’s skincare product     Customer perceived value  Post-purchase behavior
摘  要如今,隨著人們消費觀念和時尚觀念的轉變,過去以服務女性顧客為主的化妝品行業也逐漸轉向男性顧客。然而相較于成熟的女性護膚品市場,男性護膚品市場的發展依舊處于初級階段,因此探索和研究男性護膚品市場的發展在當下顯得尤為重要。
本文以男性護膚品為研究對象,從顧客感知價值和購后行為的關系進行研究,并在相關研究的基礎上構建其顧客感知價值理論模型、提出理論假設。其中包含以下幾個結構變量:功能價值、情感價值、社會價值、重復購買、溢價支付和口碑推薦。與此同時,本文借助兩次問卷調查,運用SPSS19.0和AMOS.7.0統計軟件進行數據的分析并得出相應的研究結論,提出研究建議,希望能給男性護膚品行業未來的營銷發展提供一些可借鑒的理論依據。

源`自*六)維[論*文'網www.aftnzs.live


畢業論文關鍵詞:男士護膚品     顧客感知價值     購后行為
Contents
Abstract    i
摘  要    ii
Cahpter One  Introduction    1
1.1 Research Background    1
1.2 Significance and Purpose    2
1.3 Methodology    2
Chapter Two  Literature Review    4
2.1 Customer Perceived Value    4
2.1.1 The Definition of Customer Perceived Value    4
2.1.2 Three Dimensions of Customer Perceived Value    4
2.2 Post-purchase Behavior    5
2.2.1 The Definition of Post-purchase Behavior    5
2.2.2 Three Dimensions of Post-purchase Behavior    5
2.3 Theoretical Model of the Effects of Customer Perceived Value on Post-purchase Behavior of Consumers    6
2.4 Some Other Researches on the Effects of Customer Perceived Value on Post-purchase Behavior Consumers    7
Chapter Three  The Hypotheses based on the Effects of Three Dimensions of Customer Perceived Value on the Three Dimensions of Post-purchase Behavior of Consumers    9
Chapter Four  Questionnaire Research    10
4.1 The First Questionnaire Research    10
4.2 Data Analyses of Research    10
4.3 The Second Questionnaire Research    15
4.4 Data Analyses of Research    16
Chapter Five  Data Analyses of Two Questionnaire Surveys and Suggestions    18
5.1 Data Analyses based on AMOS    18
5.2 Suggestions    20
Chapter Six  Conclusion    22 顧客感知價值男士護膚品購后行為的關系研究:http://www.aftnzs.live/yingyu/20190419/32288.html
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