网站品牌资产对网络购物意向影响的研究

发布时间：2018-07-02 21:48

本文选题：网络购物 + 品牌资产　；参考：《浙江大学》2008年硕士论文

【摘要】： 互联网环境下的品牌研究是近年来网络营销和品牌营销的交叉热点问题。网络购物环境和网络消费行为的特点使品牌对购物行为的影响比传统领域中的影响更大。本研究旨在探讨网站品牌资产对消费者网络购物意向的影响。本研究的理论模型分为四部分,自变量为网站品牌资产,包括情感联系、在线体验、服务响应、信任和履行五个维度;中介变量为顾客感知价值,包括功能价值、情感价值和社会价值三个维度;因变量为网络购物意向;控制变量为产品品牌资产,包括品牌认知/联想和感知质量两个维度。本研究收集了187份有效问卷,通过描述性统计分析、信度效度分析、相关分析、回归分析和方差分析,发现网站品牌资产通过影响顾客感知价值作用于网络购物意向: (1)网站品牌资产是顾客感知价值的显著影响因素。其中,在线体验、服务响应、信任和履行会影响功能价值;情感联系、在线体验和服务响应会影响情感价值;情感联系会影响社会价值。 (2)顾客感知价值是网络购物意向的显著影响因素,在网站品牌资产影响网络购物意向的过程中起了中介作用。 (3)在不同的产品品牌资产条件下,顾客感知价值存在显著差异。其中,品牌认知/联想会影响功能价值;感知质量会影响功能价值、情感价值和社会价值。了解网站品牌资产对消费者网络购物意向的影响有着重要的理论和实践意义。根据研究结论,本文对购物网站的经营管理者提出了一些关于建设网站品牌和利用产品品牌的营销建议。
[Abstract]:In recent years, brand research in Internet environment has become a hot topic in network marketing and brand marketing. The characteristics of online shopping environment and online consumption behavior make brand has more influence on shopping behavior than in traditional field. The purpose of this study is to explore the influence of website brand equity on consumers' online shopping intention. The theoretical model of this study is divided into four parts, independent variables are website brand equity, including emotional relationship, online experience, service response, trust and performance; intermediary variables are customer perceived value, including functional value. Emotional value and social value are three dimensions; dependent variable is online shopping intention; control variable is product brand equity, including brand cognition / association and perceived quality. In this study, 187 valid questionnaires were collected and analyzed by descriptive statistical analysis, reliability and validity analysis, correlation analysis, regression analysis and variance analysis. It is found that website brand equity affects the intention of online shopping by influencing customer perceived value: (1) website brand equity is a significant factor of customer perceived value. Among them, online experience, service response, trust and performance will affect the value of function, emotional relationship, online experience and service response will affect the emotional value. Emotional connection will affect social value. (2) customer perceived value is a significant influence factor of online shopping intention. It plays an intermediary role in the process that website brand assets influence the intention of online shopping. (3) under different conditions of product brand equity, there are significant differences in customer perceived value. Brand cognition / association affects functional value, perceived quality affects functional value, emotional value and social value. It is of great theoretical and practical significance to understand the influence of website brand equity on consumers' online shopping intention. According to the conclusion of the research, this paper puts forward some marketing suggestions on building website brand and using product brand to the managers of shopping website.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F49

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