B2C网店品牌资产及其与网店忠诚的关系研究

发布时间：2018-04-30 20:48

本文选题：B2C网店 + 品牌资产　；参考：《大连理工大学》2010年博士论文

【摘要】： 随着网络商店(简称网店)的飞速发展,其竞争日益呈现出品牌制胜的趋向。然而,由于网店具有虚拟性等特点,网店在品牌资产构成、测量,以及它与顾客对网店忠诚的关系等方面也都较之传统商店有所不同。面对上述新挑战,本文开展了三个方面的研究工作。首先,本研究在品牌资产文献回顾基础上,以Keller(1993)品牌资产理论、动机理论、需要理论为基础,B2C网店品牌资产定义为消费者对B2C网店的品牌认知、情感和象征意义等差异化综合反应。根据这一定义并结合网络消费者定性访谈的结果,分析其构成维度,细分为网店互动,网店审美、产品质量、网店知名、网店体验和形象一致性等6个维度。本研究利用中国网络消费者样本数据开发上述6个维度B2C网店品牌资产的测量量表,检验结果表明该量表具有很好的信度和效度。其次,本研究梳理和回顾了品牌关系的相关文献,对其测量变量进行了汇总,结合消费者定性访谈结果,确定网店品牌关系包含3个测量维度：网店信任、网店亲密感和网店忠诚。并对其测量量表信度和效度进行了科学的检验。最后,本研究以品牌资产金字塔理论和品牌关系动态过程理论为基础,构建了B2C网店品牌资产各维度对网店忠诚影响机理的理论模型,并对理论模型进行了实证检验。研究结果表明网店信任和网店亲密感是B2C网店品牌资产与网店忠诚的中介变量。网店忠诚最直接的前因是网店信任和网店亲密感,其中网店信任对网店忠诚的影响更为显著,同时网店信任还会通过网店亲密感间接影响网店忠诚。网店知名、产品质量、网店审美、网店体验和形象一致性的品牌资产维度通过网店信任间接影响网店忠诚；其中产品质量和形象一致性对网店忠诚还有一定程度的直接影响；网店互动对网店信任没有影响。网店互动、网店体验和形象一致性通过网店亲密感间接影响网店忠诚；网店知名对网店亲密感存在直接的负向影响关系。网店审美和产品质量对网店亲密感没有直接影响,通过网店信任间接影响网店亲密感。本研究的创新点：(1)在界定B2C网店品牌资产概念的基础上开发了B2C网店品牌资产测量量表。B2C网店品牌资产测量维度包括网店互动,网店审美、产品质量、网店知名、网店体验和形象一致性,并基于中国网络消费者样本开发的相应测量量表。本量表与以往研究相比更具针对性和全面性,并为诊断B2C网店品牌资产提供有效工具。(2)验证了网店信任、网店亲密感和网店忠诚为B2C网店品牌关系的3个构成维度。这一结论真实反映了目前中国互联网环境中消费者与网店品牌关系的三种关系状态；丰富了互联网环境下品牌关系的理论体系,为其他学者进行相应的研究提供了有益的借鉴。(3)构建了B2C网店品牌资产通过网店信任和网店亲密感影响网店忠诚的理论模型。在互联网环境中首次尝试检验了网店信任和网店亲密感为中介变量的B2C网店品牌资产各维度对网店忠诚影响机理,深化了品牌资产与品牌忠诚的关系理论,丰富并拓展了品牌资产的理论体系；拓展了品牌忠诚的前因研究；并为网店通过品牌建设获得顾客、通过品牌关系管理保留顾客的营销实践提供了战略方向。
[Abstract]:With the rapid development of the online store ( hereinafter referred to as the online store ) , the competition is increasingly becoming the trend of the brand winning . However , because of the characteristics of the virtual nature of the online store , the online store is different from the traditional shops in terms of brand asset composition , measurement , and the relationship between it and the customer ' s loyalty to the online store . In the face of the above new challenges , three aspects of research work are carried out .

First , based on the review of brand asset literature , this study is based on the brand asset theory , motivation theory and demand theory . According to the definition and the result of qualitative interview with network consumers , the author analyzes its constituent dimensions , and divides them into six dimensions , such as internet shop interaction , online store aesthetic , product quality , online store reputation , online store experience and image consistency .

Secondly , this research combs and reviews the relevant literatures of brand relation , summarizes the measurement variables , and combines the qualitative interview results of consumers , and determines that the brand relationship of online store contains three measurement dimensions : online store trust , online store intimacy and online store loyalty . The reliability and validity of the measurement scale are scientifically tested .

Finally , based on the theory of brand equity pyramid and the dynamic process theory of brand relation , this paper constructs a theoretical model of the influence mechanism of brand assets in online store to online store loyalty . The results show that online store trust and online store intimacy are the intermediary variables of online store loyalty . The online store trust will also indirectly affect online store loyalty through online store trust . The brand asset dimensions of online store ' s famous brand , product quality , online store aesthetic , online store experience and image consistency affect online store loyalty indirectly through online store trust ;
The consistency of product quality and image has some direct influence on online store loyalty ;
The online store interaction has no influence on the online store trust . The online store interaction , the online store experience and the image consistency indirectly affect the online store loyalty through the intimacy of the online store ;
There is a direct negative influence on the intimate feeling of the online store . The aesthetic and quality of the online store have no direct influence on the intimate feeling of the online store , and the intimacy of the online store is influenced indirectly through the trust of the online store .

The innovation points of this study are : ( 1 ) The brand equity measurement scale is developed on the basis of defining the concept of brand assets of B . C . online store brand . The dimension of brand asset measurement includes online store interaction , online store aesthetic , product quality , online store name , online store experience and image consistency .
This paper enriches the theory system of brand relationship under Internet environment , and provides useful reference for other scholars .
The former research on brand loyalty has been expanded ;
It also provides strategic direction for online store to obtain customer through brand building , and to keep the customer ' s marketing practice through brand relationship management .

【学位授予单位】：大连理工大学
【学位级别】：博士
【学位授予年份】：2010
【分类号】：F713.36

【参考文献】