顾客视角下的B2C网站品牌资产构成要素的实证研究

  本文关键词：顾客视角下的B2C网站品牌资产构成要素的实证研究，由笔耕文化传播整理发布。

        随着近几年中国经济持续稳定的增长,互联网迅速发展,网络经济日趋成熟,网络购物正成为改变人们工作、学习和生活的重要方式。B2C网站在这样的大环境下发展迅速,而网络的虚拟性往往使得消费者依靠品牌来选择网站,因为优质的B2C网站品牌能有效降低消费者在网上购物的感知风险,给消费者带来心理上的安全感。因此,品牌经营已经成为电子商务乃至所有企业在竞争激烈的市场中取得持续性竞争优势的重要手段。然而学术界对于品牌资产及品牌资产构成要素的研究至今尚未达成统一的理论共识。加之B2C电子商务模式具有虚拟性和风险性等特点,其较之传统商店在品牌资产构成和测量等方面均存在其独特性。所以本文希望通过实证分析得出B2C网站品牌资产的构成要素,以其为B2C网站及网络购物市场品牌资产管理做出一点贡献。本研究正是在这样的背景下展开的。本文的主要内容包括：第一部分：绪论。简要介绍本论文的研究背景、研究意义、研究内容和研究方法以及研究的创新及不足。第二部分：相关理论及文献综述。主要是通过相关理论的介绍及文献回顾,为B2C网站品牌资产构成要素的分析提供理论依据。第三部分：模型构建与假设提出。在以往研究的基础上,结合B2C网站及市场的特点构建出研究模型,并提出研究假设。第四部分：研究设计。首先简要介绍工作流程,然后对研究变量的量化、问卷设计、研究对象、抽样方法和样本陈述作详细的介绍。第五部分：统计分析与假设检验。对通过问卷调查收集到的资料进行整理分析,包括描述统计、因子分析以及信度和效度的检验。第六部分：研究结果与展望。主要总结本次研究的基本结论并探讨其对B2C行业的营销管理借鉴意义,并指出今后研究的方向。本文的主要研究结论：1.从实证分析表明,B2C网站品牌资产是一个由多种要素构成的、复杂多维的概念。它主要由4个维度并可划分为25个指标构成,其中4个维度包括网站品质认知度、网站认同忠诚度、网站知名度和网站美观度。2.B2C网站品牌资产构成要素四个维度的重要性依次为：网站品质认知度、网站认同忠诚度、网站知名度和网站美观度。表明B2C网站产品及服务的质量对顾客的品牌感受影响最大,而网站的网页界面美观程度对于顾客的品牌感受最小。3.B2C网站品牌的名称易记性、提示后知名度和主观熟悉度对顾客的品牌感受较好,而个性形象相符性、等候时间额外付出度、社会地位体现性、受人尊重体现性和消费价格额外付出度对顾客的网站品牌感受稍差。本文针对B2C网站品牌资产管理提出的相关建议：1.提升网站品质。B2C网站品牌管理应注重网站品质的提升,包括网站所销售产品的质量和网站人员的服务质量。具体来讲,产品质量方面,网站应该秉持诚信的原则,销售与实体店相一致的正品,且由于网络的虚拟性,其描述性语言应真实可信,不能让顾客购物后产生较大的心理反差；服务质量方面,基于电子商务在线交流的特点,网站应该注重与顾客的沟通,方便地获得顾客的反馈,并能及时、有效地解决顾客的反馈信息,让顾客切实感受到优质的服务质量。2.塑造品牌认同、留住忠诚顾客。B2C网站品牌管理应注重塑造网站品牌的认同感、提升顾客的忠诚度。具体来讲,品牌认同方面,网站应根据企业文化、经营理念及经营目标塑造鲜明的个性形象,拥有自己独特的价值观,体现自身品牌的独特性,从而吸引对网站品牌具有认同感的顾客,特别是意欲通过特定品牌来满足其社会地位、社会认同及尊重等社会需求的顾客；网站忠诚方面,网站应配合其他品牌管理措施,努力留住老顾客,培养并提升顾客忠诚度,留住忠诚顾客。3.打造网站知名度。B2C网站品牌管理应注重打造网站品牌知名度,通过多种渠道、配合多种方式来提升自己的知名度。具体来讲,网站可以设计寓意深刻、朗朗上口且简单易记的品牌名称,使消费者很容易就记住网站的名称；同时应通过多种渠道在特定的广告平台做广告,打响知名度,让细分市场的消费者能在不同时间、不同地点和不同场合都能看到网站的广告,提升消费者对网站品牌的认知度。4.提升网站美观度。B2C网站品牌管理应注重优化网站页面布局,从而提升网站美观度。具体来讲,网站应合理安排布局,简化功能操作,提高顾客在网站的购物效率,让购物过程更加轻松和流畅；同时网站还应安排专业人员,运用多媒体技术,用动画、视频、音乐和图像等方式增加网站的视觉效果,保持网站界面的美观性,提升视觉吸引性,从而吸引更多的顾客购物。本文的创新点：1.将品牌资产理论从传统领域扩展到B2C电子商务市场领域。学者对于品牌资产理论在传统领域中的研究很多,但针对网络市场,特别是B2C电子商务市场领域的研究不多,大都还属于概念性的定性探讨。本研究以国内外学者的品牌资产理论为基础,以因子分析方法为技术,结合B2C电子商务的特征,通过实证研究,得到构成B2C网站品牌资产的四个重要维度,将品牌资产理论从传统领域扩展到B2C电子商务市场领域,对品牌理论在B2C网站品牌管理方面的研究进行了积极有益的补充。2.引入网站品牌认同这一概念。以往学者对于品牌资产构成维度的研究中,从不同的角度有着不同的定论,基本可分为财务会计的视角、市场营销的视角和消费者视角,在消费者视角的研究中,一般认为品牌认知、品牌联想、感知质量、品牌忠诚、品牌形象等是品牌资产的重要构成因素,而对于品牌认同度这一维度鲜有提出。本研究在对以往学者对于品牌资产以及网站品牌资产的研究中,结合当前我国B2C电子商务市场及消费者的购物特点,提出品牌认同度这一维度,并得到验证,这对于品牌理论在B2C网站品牌管理方面的研究也做出了一点贡献。本文的不足之处：1.本研究的研究对象是自主销售式B2C零售网站,并没有涉及像淘宝商城这样的平台式B2C零售网站的品牌资产问题,由于两者经营模式有所区别,顾客群体也有一定的差异,因而得出的结论对后者的指导意义可能有限。2.由于以往学者对于网站品牌资产的研究较少,同时考虑到电子商务市场的特殊性,一些与传统品牌资产相关的变量,如品牌关系、品牌联想和品牌形象等维度并没有纳入本研究的模型,因此本研究的模型可能不够完善。3.本研究通过在线方式收发问卷,扩大了调查对象的地域范围,但调查对象主要集中在高校学生和公司职员,这两个群体无法完全代表其他网络消费者的想法,因此本研究结论的推广性有限。4.本研究是顾客视角下的B2C网站品牌资产构成要素研究,因此只是从顾客的心理感受出发来衡量网站的品牌资产,而忽略了网站的财务、市场等方面的因素,也没有从企业自身的情况出发,因此本研究结论可能不够全面。本研究的展望：1.本研究此次研究对象是自主销售为式B2C零售网站,在今后的研究中,可以参照本研究的研究模型与研究思路,对平台式B2C零售网站进行相关研究,或者说将两种经营模式进行对比分析。2.本研究模型相对来说较为简明,因此选取的品牌资产构成维度变量较少,不够全面,在今后的研究中,应全面考虑网站品牌资产建设及管理的特殊性及研究目的及意义,充分考虑这些变量,探讨其对B2C网站品牌资产的影响。3.本研究的调查对象主要集中在高校学生和公司职员,不能完全代表其他网络消费者的想法,今后的研究有必要考虑到各个层面的网络购物群体,以使研究结论更具有指导意义。4.本研究只是从顾客视角出发研究B2C网站品牌资产构成要素,其指导意义可能不够全面,在今后的研究中,可考虑从其他角度出发,多角度、多维度地研究影响B2C购物网站品牌资产的因素。

    This research looks through and observes some relevant researches both at home and abroad. With referring to the previous researches, this paper mainly bases on the theory of brand equity of Keller and Aaker to design six dimensions including popularity, quality of products, service quality, attractive looks, loyalty and brand recognition of the websites as the components of brand equity of B2C websites, by combing features of B2C e-commerce market and its development situation with behavior characteristics of customers. And then a positive research has been made through using Exploratory Factor Analysis and cutting back variable dimensions. Finally, four key factors composing of brand equity of B2C websites were put forward; the reliability and validation of the research conclusion were analyzed; and the rationality of the model was validated. This research is spread out under such background.The main contents of this article:The first part:Introduction. To introduce the research background, significance, contents, methods, innovations and deficiency. The second part: Theory and articles overview. To provide the theoretical basis for analysis the composition factors of B2C website brand asset by reviewing the related theories and records. The third part:Build the model and propose the assumption. To build the research models and propose an assumption by basing on the former study and combining the feature of B2C website and e-business markets. The fourth part: Research and design. First, introduce the work processes. Then, description the quantification of research variable, designing of questionnaire, research objects, sampling methods and sample statement in full. The fifth party:statistical analysis and hypothesis testing. To sort and analysis the data which come from the questionnaire. It contains descriptive statistics, factor analysis, reliability and validity testing. The sixth part:The results, suggestions and prospect. To summarize the study conclusion and discuss its significance for the marketing management of B2C website. To point out the future research direction.The result shows that the brand equity of B2C website is one complicated and multidimensional concept composed by multi elements. It mainly consists of four dimensions including perceived quality of the website, the identification of the website-loyalty, popularity of the website and attractive looks of the website and can be divided into25indexes. The perceived quality of the website mainly refers to the cognition of customers to the products and service quality of the website which includes8measurement indexes; the identification and loyalty of the website means the identification and loyalty of customers to the brand of B2C website which includes9measurement indexes; the popularity of the website refers to how much popular the B2C website is among customers which including4measurement indexes; the attractive looks of the website means how much beautiful the B2C website is in the eyes of customers which also includes4measurement indexes. The four dimensions composing the brand equity of B2C website are arranged in important order as the follows:the perceived quality of the website, the identification and loyalty of the website, the popularity of the website and the attractive looks of the website.There are some suggestions about asset management of B2C website brand equity:1.Promote the quality of website products.B2C website should pay attention to promote the quality of website products. The quality contains the products which the website sells and the service attitude of the workers of the website. Firstly, website should be enough honest. The products on the website should be described as the same as the products in the traditional shops. It would narrow the gap between the seeing and receiving. Secondly, based on the feature of communication on line, the website should communicate with customers patiently. Treat the feedback of customers seriously, and resolve the problems instantly. It would bring a good service for customers.2.Build brand and keep customers. B2C should pay attention to build the identification of the website-brand and to promote the loyalty of customer. Fist, the website could build sharp image and form own unique values based on the enterprise culture and business philosophy and business targets. The enterprise should reflect the uniqueness of its brand, which can attract the customers who recognize the brand and those who want to meet the social status and social identity and be respected by some special brands. Second, the website should meet the managements of other brands. And try its best to keep returning customers and upgrade the identity of customers.3.Build popularity of the website. B2C website brand management should build popularity of brand by many ways that can upgrade own popularity. Firstly, the website could design a profound,read well and simple for remember brand name. It would make customers know the website and brand easily. Secondly, the website should advertise in particular advertising platform to improve its popularity. So the customers could see the website advertisement in different times,different place and different occasions. It also raises the popularity of the website and its brand.4.Improve attractive looks of the website. B2C website brand management should optimize the layout of website to attractive looks of the website. Firstly, website should arrange layouts reasonably and simple the function operations, to raise the efficiency of customer’s shopping, and make them shop more easily and more happier. Secondly, it need technician to add the visual effects of website by animation,music, video and pictures etc. To keep beautiful webpage would improve the attractive looks of the website and will attract more people.The innovations:1.extend the theory of brand equity from the traditional area to the B2C e-business markets. Many study about the theory of brand equity in traditional area have done by experts. But the study about web markets, especially the B2C e-business markets area are rare. Most of the study are qualitative discussion of conceptual. This research gets four important dimensions which compose the B2C website brand asset,and extend the theory of brand equity from the traditional area to the B2C e-business markets, and add the theory of brand equity to the B2C website brand management based on the theory of brand equity and by the technology of factor analysis method with the feature of B2C e-business.2.Introduct the concept of website brand identification. The past research on the composition dimensions of brand asset have different conclusions from different angles which could contain the angle of financial accounting, the angle of marketing and the angle of customers. The study on the angle of customers shows that brand recognition, brand association, brand loyalty, brand image and perceived quality are important composition factors of the brand asset. But brand identity is proposed by less scholars. This research based on the study on brand asset and website brand asset suggest the dimensions of brand identity by combining the feature of the B2C e-business markets and customers shopping, and it has been proofed. It would be minor meaning for the research on how the theory of brand equity can be apply to B2C website brand management.The inadequacies of this article:1.The object of this study is the self-service B2C retail sites. And it does not involve the brand equity issues of platform B2C retail sites such as Taobao Mall. There are some differences between the two business models and customer groups, so the conclusion’s guiding significance to the latter may be limited.2.Due to few studies of the site of brand equity in the past and taking into account of the e-commerce market, the traditional brand equity variables, such as the dimensions of brand relationships, brand association and brand image are not included in this study. So the model of this study may be inadequate.3.In this study, sending and receiving questionnaires are online in order to expand the geographical scope of the survey. The survey mainly concentrated in the university students and staff that cannot be fully representative of the idea of the other online consumers. So the promotion of the conclusion of this study is limited.4.This study studies from the customer perspective of the B2C Web site brand equity elements, so just starting to measure the site’s brand equity from the customer’s psychological feeling. It ignores the financial, market and other aspects of the site and the study from the enterprises themselves.So the conclusion of this study may not be comprehensive.Research prospect:1.B2C retail websites of independent sales is made the object of the research. For further researches, platform-based B2C retail websites can also be studied referring to the research model and ideas, or do the comparison between the two business models.2.The research models are relatively concise, so dimensionality variables composed of chosen brand equities are few and incomprehensive. In further studies, it ought to comprehensively consider brand equity construction of the websites, management distinctiveness and the purpose and significance of the research, and discuss the impact of these variables to the brand equities of the B2C websites.3.The respondents are mostly college students and company employees, so their opinions can’t represent other website consumers’opinions. In further researches, it is necessary to take the online shopping consumers at all levels into consideration, so as to make the conclusion more instructive significance.4.This study only focused on the inscapes of the brand equities of B2C websites at the consumer’s side, and may lead to instructive but in comprehensive significance. In further researches, it is considerable to carry out the studies from other views in multi-dimension.

        顾客视角下的B2C网站品牌资产构成要素的实证研究

摘要4-8Abstract8-121. 绪论15-23    1.1 研究背景15-18    1.2 研究意义18-19    1.3 研究内容19-20    1.4 研究方法20-21    1.5 研究创新21-22    1.6 研究不足22-232. 相关理论及文献综述23-45    2.1 B2C电子商务23-30        2.1.1 电子商务23-27        2.1.2 B2C电子商务模式27-30    2.2 品牌资产的研究30-42        2.2.1 品牌的定义30-32        2.2.2 品牌资产的定义32-34        2.2.3 国外品牌资产的研究34-39        2.2.4 国内品牌资产的研究39-42    2.3 网站品牌资产的研究42-45        2.3.1 网站品牌资产的定义42-43        2.3.2 网站品牌资产构成要素的研究43-453. 模型构建与假设提出45-48    3.1 模型构建45-46    3.2 研究假设46-484. 研究设计48-53    4.1 研究变量的量化48-51    4.2 问卷设计51-52    4.3 研究对象、抽样方法及样本陈述52-53        4.3.1 研究对象52        4.3.2 抽样方法及样本陈述52-535. 统计分析与假设检验53-67    5.1 描述统计53-56        5.1.1 样本概况53-54        5.1.2 评价对象分布54-55        5.1.3 变量的平均值与标准差55-56    5.2 因子分析56-61    5.3 信度检验与效度检验61-65    5.4 模型修正65-676. 研究结果、建议及展望67-72    6.1 研究结果67-69    6.2 管理建议69-71        6.2.1 企业经营建议69-70        6.2.2 宏观政策建议70-71    6.3 研究展望71-72参考文献72-76附录76-78致谢78-80在读期间科研成果80

  本文关键词：顾客视角下的B2C网站品牌资产构成要素的实证研究，，由笔耕文化传播整理发布。