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加拿大论文代写网:品牌信任对购买意愿影响的综述

文献综述主要介绍现有的关于品牌信任及其对购买意愿影响的文献证据。文献综述本身分为几个核心部分。首先,给出了数据采集的概念框架。基于研究背景、品牌信任和相关组件,以及它们对购买意愿的影响被确认为核心概念和概念框架的搜索是用这些关键词——“品牌信任和对购买意图的影响”,购买意愿影响因素的文献综述等。其次关注信任与其他品牌营销变量配对如品牌形象、态度忠诚,等。最后,提出了信任与购买意愿相关性的研究。


加拿大论文代写网 :品牌信任对购买意愿影响的综述

许多研究人员已经证明,社会价值、情感价值、功能价值等感知价值维度会影响产品的购买意愿。在网上购买时间有限的情况下,促销提供情感价值导致购买意向较高的力帆。Napoli等(2014)研究发现,在食品产品的社会价值影响下,感知质量、感知价格较高,情感价值对购买意愿没有影响。同样,Fournier(1999)认为,品牌与消费者的关系与其他关系没有区别,影响消费者是否购买该产品。


加拿大论文代写网 :品牌信任对购买意愿影响的综述

The literature review focuses on presenting the existing literature evidence about brand trust and its impact on purchase intentions. The literature review itself is structured into some core parts. Firstly, the conceptual framework to be used in data collection is presented. Based on research background, brand trust and related components, and their impact on purchase intention was identified as core concepts and the search for the conceptual framework was done with these keywords- ‘brand trust and impact on purchase intentions’, purchase intentions influential factors’ etc. The literature review secondly focused on how trust pairs up with other brand marketing variables such as brand image, attitudinal loyalty, etc. Finally, the studies that discussed trust and purchase intention correlations were presented.


加拿大论文代写网 :品牌信任对购买意愿影响的综述

Many researchers have proved that perceived value dimensions such as social value, emotional value and functional value etc effect purchase intentions of products. In case of online purchase limited time promotional offers emotional value lead to higher purchase intentions Lifang. Napoli et al (2014) whereas in case of food products impact of social value, perceived quality, perceived price is higher and no effect of emotional value was found on purchase intention. Similarly Fournier (1999) claims that the relationship between the brand and consumer is no different to any other relationship, and affects whether the consumer purchases that product or not.