The Research on the Effect from Innovation of Internet Small and Micro Bank to Its Brand Image and Consumer Purchase Decision Based on the Example of WeBank

다국어 초록 (Multilingual Abstract)

This paper summarized and combed the relative theories on internet bank, brand image and purchase decision. Make the analysis on the effect of internet bank's innovation on its own brand construction and its customer purchase decision under the actual operate background. While using the questionnaire research to collect the data samples and using the SPSS19.0 to make the positive analysis on the research samples, propose the hypotheses on the effect relationships of internet bank's innovations to its brand construction and its customer purchase decision and verify them. After that, make suggestions to the internet bank from the aspects of product and service innovation, operate method innovation and brand construction.

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