用户生成内容如何影响多渠道零售商品牌权益——一个调节聚焦范式下的研究框架

发布时间：2018-04-12 16:28

本文选题：调节聚焦 + 在线评论　；参考：《中国流通经济》2017年11期

【摘要】：多渠道零售商品牌权益是优化多渠道零售商绩效的关键所在。用户生成内容建立起消费者和零售企业之间沟通的媒介,能有效促进消费者对零售商线上线下渠道感知的转移及融合,是互联网环境下促进消费者品牌态度形成的重要基础,对多渠道零售商品牌权益具有重要影响。基于调节聚焦理论构建用户生成内容影响多渠道零售商品牌权益的概念框架,发现用户生成内容的质量和类型影响零售商品牌权益,而消费者的调节聚焦倾向对零售商品牌权益有调节作用,消费者的调节聚焦倾向与信息框架的匹配度影响多渠道零售商的品牌权益,有效挖掘和利用用户生成内容能促进零售商品牌权益增值。因此,加强对用户生成内容质量的影响因素研究,提高和运用跨学科研究方法,完善对多渠道零售商不同渠道间策略的系统性研究将是未来该领域的主要研究方向。
[Abstract]:Brand equity of multi-channel retailers is the key to optimize the performance of multi-channel retailers.User-generated content establishes a medium of communication between consumers and retail enterprises, which can effectively promote the consumers' perception of retailers' online and offline channels, and is an important basis for the formation of consumer brand attitude in the Internet environment.It has an important influence on the brand rights and interests of multi-channel retailers.Based on the theory of adjusting focus, this paper constructs the conceptual framework that user-generated content affects the brand rights of multi-channel retailers, and finds that the quality and type of user-generated content affect the brand equity of retailers.The regulatory focus tendency of consumers has a regulatory effect on retailers' brand rights and interests, and the matching degree between consumers' regulatory focus tendency and information framework affects the brand rights of multi-channel retailers.Effectively mining and utilizing user-generated content can promote retailer brand equity appreciation.Therefore, it will be the main research direction in the future to strengthen the research on the influencing factors of user-generated content quality, to improve and apply interdisciplinary research methods, and to perfect the systematic research on different channel strategies of multi-channel retailers.
【作者单位】：东北财经大学工商管理学院;
【基金】：国家自然科学基金项目“调节聚焦范式下的用户生成内容(UGC)对多渠道零售商品牌权益的影响机理研究”(71272050);国家自然科学基金项目“平台型电商的声誉分享机制与责任追索策略:基于平台企业与平台卖家互动视角”(71672026)
【分类号】：F274

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