网络购物中评价模式对消费者品牌敏感的影响——网购平台与微商销售的比较

发布时间：2018-03-13 08:17

本文选题：评价模式　切入点：品牌敏感　出处：《企业经济》2017年08期 　论文类型：期刊论文

【摘要】：传统电商平台消费者同时面对多种同类商品,而在微商的产品销售中消费者通常只能接触到某一品牌的商品。这两种渠道中消费者所处信息环境的不同,影响着消费者决策时采用的产品评估模式。本研究基于参照依赖理论,采用情景实验的方法,分析消费者通过不同网购渠道购物时评价模式对其品牌敏感及决策的影响。研究发现:感知风险显著影响消费者的品牌敏感;不同评价模式下,消费者的感知风险、品牌敏感以及最终的选择决策都具有显著差别;分离评价模式下不同经验水平的消费者感知风险、品牌敏感及决策均具有明显差异。相对于电商平台,微商由于缺少可供比较的竞品,会导致消费者对品牌更加敏感,这对低知名度品牌较为不利。因此,低知名度品牌更要善于利用电商平台便于产品横向比较的特点弥补自身品牌上的劣势;而高知名度品牌则可以通过利用微商渠道能够避开与低知名度品牌的价格竞争,更好地发挥品牌的优势。
[Abstract]:Consumers of traditional e-commerce platforms face many similar products at the same time, but in the sales of micro-business products, consumers usually only have access to a certain brand of goods. In these two channels, consumers are in a different information environment. This study is based on the theory of reference dependence and the method of scenario experiment. This paper analyzes the influence of the evaluation model on brand sensitivity and decision making when consumers purchase through different online shopping channels. It is found that perceived risk significantly affects the brand sensitivity of consumers, and the perceived risk of consumers under different evaluation modes. There are significant differences in brand sensitivity and final decision making, and significant differences in perceived risk, brand sensitivity and decision making among consumers with different levels of experience in the model of separation and evaluation. Because of the lack of competitive products for comparison, micro-merchants will cause consumers to be more sensitive to brands, which is more detrimental to low-profile brands. The low-profile brands should be good at making use of the ecommerce platform to make up for the disadvantages of their own brands, while the high-visibility brands can avoid the price competition with the low-profile brands by using the micro-quotient channels. Better give play to the advantages of the brand.
【作者单位】：四川旅游学院旅游文化产业学院;西南财经大学工商管理学院;内蒙古工业大学管理学院;
【基金】：教育部人文社会科学基金项目“品牌劫持:旅游目的地品牌形象演化机制及影响研究”(项目编号:15YJC630086) 四川省旅游业青年专家培养项目“四川省体育与旅游产业融合发展研究”(SCTYETP2016L20) 四川省高校人文社科基金项目“旅游消费者创新理论团队”(项目编号:JBK150507) 四川省教育厅科研项目“基于网络大数据的旅游者异质性特征分析及其对目的地绩效的影响研究”(项目编号:17SB0547)
【分类号】：F713.55;F724.5

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