B2C网站品牌资产对顾客忠诚的影响研究

发布时间：2018-01-09 02:06

本文关键词：B2C网站品牌资产对顾客忠诚的影响研究　出处：《华南理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：互联网技术的推广迅速改变了人们的生活方式和消费习惯，近年来B2C电子商务也因此而得到迅猛发展，然而市场竞争日益激烈，这对现有的网络营销和品牌管理提出了新的挑战，网站品牌逐渐成为企业建立市场竞争优势、实现差异化的重要来源。基于互联网环境下的品牌研究逐渐成为品牌营销和网络营销两个学术领域的交叉热点问题。本研究通过对国内外相关文献的研究，分析了电子商务、品牌资产理论、B2C网站品牌资产以及顾客忠诚等研究的现状和发展趋势，梳理出较为系统的研究脉络，剖析其中存在的研究缺陷与不足，发现新的研究领域。本研究对顾客视角下的B2C网站品牌资产影响要素进行研究，开发出B2C网站品牌资产影响要素、B2C网站品牌资产构成维度以及网络环境下顾客忠诚的测量指标，设计出测量量表和调查问卷，采用统计软件对理论模型进行实证研究和模型检验。本研究的理论模型分为三个部分，第一部分是B2C网站品牌资产影响要素，分别为网站资源、网站设计、网络安全、网站服务和订单履行；第二部分是B2C网站品牌资产构成维度，，包括网站认知、质量感知和网站信任三个维度；第三部分是网络环境下的顾客忠诚。本研究运用SPSS13.0和AMOS17.0统计软件，通过描述性统计分析、信度分析、效度分析、验证性因子分析、相关分析以及结构方程模型检验等研究方法，旨在探索B2C网站品牌资产影响要素对B2C网站品牌资产的影响机制以及B2C网站品牌资产的三个构成维度是如何对顾客忠诚的产生影响的。根据研究结论，本研究为互联网企业应如何构建B2C网站品牌资产以及提高顾客忠诚度提出了相应的管理建议，并对本研究的不足之处以及后续的研究方向进行了探讨。
[Abstract]:The spread of Internet technology has rapidly changed people's way of life and consumption habits, in recent years, B2C e-commerce has also been rapid development, but the market competition is becoming increasingly fierce. This poses a new challenge to the existing network marketing and brand management, and the website brand has gradually become the market competitive advantage of enterprises. Brand research based on Internet environment has gradually become a hot issue in the two academic fields of brand marketing and online marketing. This study analyzes the current situation and development trend of e-commerce, brand equity theory and B2C website brand equity and customer loyalty through the research of domestic and foreign related literature. Sort out a more systematic research context, analyze the shortcomings and shortcomings of the research, find a new research field. This study on the B2C website brand assets under the customer perspective factors are studied. Develop the B2C website brand assets influence factors B2C website brand equity dimension and the network environment of customer loyalty measurement indicators, designed a measurement scale and questionnaire. The theoretical model of this study is divided into three parts. The first part is the influence factors of B2C website brand equity, which are website resources, website design. Network security, website service and order fulfillment; The second part is B2C website brand asset composition dimension, including website cognition, quality perception and website trust three dimensions; The third part is customer loyalty under the network environment. This study uses SPSS13.0 and AMOS17.0 statistical software, through descriptive statistical analysis, reliability analysis, validity analysis, confirmatory factor analysis. Correlation analysis and structural equation model test and other research methods. The purpose of this paper is to explore the influence mechanism of B2C website brand equity factors on B2C website brand equity and how the three dimensions of B2C website brand equity influence customer loyalty. On. This study puts forward corresponding management suggestions for Internet enterprises how to construct B2C website brand equity and improve customer loyalty, and discusses the shortcomings of this study and the future research direction.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F713.36

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