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随着居民收入的不断提升,以及国家对基础网络设施的持续投入和政策的支持(例如“村村通”)政策,据通信企业协会提供,2004-2013年,我国政府累计投入870亿元,为11.1万个乡镇和行政村开通宽带。全国乡镇开展信息下乡活动覆盖率达到85%,建成乡镇、村信息服务站点共计33.8万个,建设了“农信通”、“信息田园”、“金农通”等全国农业综合信息服务平台(工信部)。而随着网络的普及以及移动互联网的迅猛发展,人们不再满足于以前对上网的基本需求,而是希望有用户体验更好的产品出现。在当前电子市场越来越竞争激烈的环境下,品牌形象对于厂家的作用越来越重要。品牌形象对于一个产品的服务成功和消费者对该产品的印象起着举足轻重的作用。良好的品牌形象可以增加顾客对企业产品的信任,降低消费者的风险感知。同时还可以影响消费者的购买意向和行为,从而增加顾客忠诚度,最后使得顾客可以有重购意向。
As the income of residents continues to rise, and the state’s continuous investment in basic network infrastructure and policy support (such as “village commuter ”) is provided by the Association of Communications Enterprises, from 2004 to 2013, our government has invested a total of 87 billion Yuan, broadband for 111,000 townships and administrative villages. The coverage rate of informational activities in rural areas across the country reached 85%, and a total of 338,000 information service stations were built in villages and towns. A total of 338,000 information service stations were established, including the construction of “agricultural information communication”, “information farming” and “golden agricultural communication”. National Agricultural Comprehensive Information Service Platform (MIIT). With the popularity of the Internet and the rapid development of the mobile Internet, people are no longer satisfied with the previous basic needs of the Internet, but hope that users experience better products appear. In the current increasingly competitive electronic market environment, the brand image for the role of manufacturers more and more important. The brand image plays a decisive role in the success of a product’s service and the consumer’s impression of the product. A good brand image can increase customer trust in enterprise products and reduce consumer risk perception. At the same time can also affect the consumer’s purchase intentions and behavior, thereby increasing customer loyalty, and finally make the customer can have a repurchase intention.