线上线下价格策略对多渠道零售商品牌权益的影响——产品卷入度与品牌强度的调节作用

发布时间：2018-03-19 18:44

本文选题：线上线下价格策略　切入点：多渠道零售商　出处：《财经问题研究》2017年06期 　论文类型：期刊论文

【摘要】：本文通过实验方法研究线上线下价格策略对多渠道零售商品牌权益的影响,探索价格策略对多渠道零售商品牌权益的品牌认知、品牌联想、品牌感知质量和品牌忠诚四个维度的影响,并加入产品卷入度和品牌强度两个边界条件。研究结果显示:相比于异价策略,同价策略带来更高的品牌认知、品牌联想、品牌感知质量和品牌忠诚。高产品卷入度情境下,相比于异价策略,同价策略带来更高的品牌认知、品牌联想、品牌感知质量和品牌忠诚;低产品卷入度情境下,同价策略和异价策略对品牌权益四个维度的影响均无显著差异。品牌强度高情境下,相比于异价策略,同价策略带来更高的品牌认知、品牌联想和品牌感知质量,同价策略和异价策略对品牌忠诚的影响无显著差异;品牌强度低情境下,同价策略和异价策略对品牌联想、品牌感知质量和品牌忠诚的影响均无显著差异,相比于异价策略,同价策略带来更高的品牌认知。
[Abstract]:This paper studies the influence of online and offline pricing strategies on the brand equity of multi-channel retailers through experimental methods, and explores the brand cognition and brand association of price strategies to multi-channel retailers' brand rights and interests. The influence of four dimensions of brand perceived quality and brand loyalty, and two boundary conditions of product involvement and brand strength are added. The results show that: compared with different price strategy, the same price strategy brings higher brand awareness, brand association, Brand perceived quality and brand loyalty. Under the situation of high product involvement, the same price strategy brings higher brand cognition, brand association, brand perceived quality and brand loyalty than the different price strategy. The influence of the same price strategy and the different price strategy on the four dimensions of brand equity is not significantly different. Under the situation of high brand strength, the same price strategy brings higher brand cognition, brand association and brand perceived quality than the different price strategy. There was no significant difference between the same price strategy and different price strategy on brand loyalty, and there was no significant difference between the same price strategy and different price strategy on brand association, brand perceived quality and brand loyalty under the condition of low brand strength. The same price strategy brings higher brand recognition.
【作者单位】：东北财经大学工商管理学院;
【基金】：国家自然科学基金面上项目“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);国家自然科学基金面上项目“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)
【分类号】：F273.2;F724.2

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