信息框架、调节聚焦对多渠道零售商品牌权益的影响

发布时间：2018-03-25 21:05

本文选题：信息框架　切入点：调节聚焦　出处：《东北财经大学》2014年硕士论文

【摘要】：随着互联网技术的快速发展,我国的电子商务也得到了迅猛发展,网络零售市场潜力巨大。结合了实体门店和线上商店的多渠道零售模式逐渐成为全球零售业的发展趋势。国内不同业态的传统零售商也纷纷将业务由单纯的线下业务延伸到线上,然而,相比其发展多年的线下业务,绝大多数企业的网上销售绩效并不尽如人意。多渠道零售的发展寻求的是将更多的消费者吸引到多渠道零售品牌之下,因此,提高消费者对多渠道零售商品牌权益的感知成为传统零售商实现多渠道发展目标的关键问题之一。用户评论是消费者分享的平台以及和获取信息的来源。因此,用户评论为如何提升多渠道零售商品牌权益提供了一个崭新的视角。但是,消费者是非常复杂的,个体的差异导致其会用不同的方式处理其他用户提供的信息。因此,本文引入调节聚焦理论来区分不同的消费者,考察用户评论的信息框架与消费者的调节聚焦对多渠道零售商品牌权益的影响。本文运用文献分析法、实验法对用户评论的信息框架和消费者的调节聚焦对多渠道零售商品牌权益的影响进行了探索和检验。其中实验法为本研究的主要研究方法,共包括两个实验。实验一采用2(信息框架)X2(调节聚焦)的组间实验设计对信息框架和调节聚焦之间的匹配性对多渠道零售品牌权益的影响进行检验,实验二采用2(信息框架)X2(调节聚焦)X2(用户评论对象)的组间实验设计除了对实验一的结果进行验证之外,还对用户评论对象的调节作用、线上商店信任和线下商店信任之间的关系以及调节匹配对商店信任和商店信任对多渠道零售商品牌权益的影响进行了检验。实验一的结果发现,促进型调节聚焦与收益型的信息框架达成了调节匹配,防御型调节聚焦与损失型的信息框架达成了调节匹配,并且在消费者的调节聚焦类型与用户评论的信息框架之间达成匹配的条件下,消费者对多渠道零售商品牌权益的感知明显高于不匹配的条件。实验二的结果不仅证明了实验一的结果,而且发现：多渠道零售商的线上商店信任和线下商店信任之间存在相互促进的关系,即消费者对零售商线下商店的信任会促进其对线上商店的信任,同样对线上商店的信任也会促进其对线下商店的信任,换句话说,线上商店信任与线下商店信任之间存在着转移；调节匹配显著影响被试对多渠道零售商的商店信任,且商店信任与多渠道零售商品牌权益之间存在正相关关系；用户评论的对象(线上商店/线下商店)未对调节匹配与多渠道零售商品牌权益之间的关系产生影响。最后本文在上述研究结果的基础上提出了几点对多渠道零售商发展线上业务,提高线上商店经营绩效的建议,以期对多渠道零售商有所参考。本文的创新之处在于,将调解聚焦理论引入,从用户评论角度研究零售商品牌权益感知,有助于多渠道零售企业进一步细分消费者市场,并针对不同的细分市场,采取差异化的经营策略。
[Abstract]:With the rapid development of Internet technology, e-commerce in China has been rapid development of the online retail market has great potential. A combination of physical stores and online stores in the multi channel retail model has gradually become the development trend of the global retail industry. Different types of domestic traditional retailers will also have business from a simple line of business extends to online, however, compared to its development for many years under the line of business, the vast majority of the company's online sales performance is not satisfactory. The development of multi-channel retailing is to seek more consumers to the multi-channel retail brand, therefore, improve consumer perception of multi-channel retailer brand equity has become one of the key problems of traditional retailers to achieve multi the channel development goals.
User comments are consumers to share the platform and source of information. Therefore, how to improve the user reviews for multi-channel retailer brand equity provides a new perspective. However, consumers are very complex, individual differences will lead to the different ways of handling other information provided by the user. Therefore, this paper introduces regulatory focus theory to distinguish different influence consumers, regulatory focus and consumer information framework study user comments on channel retailer brand equity.
Based on literature analysis, effects of regulatory focus and consumer information framework experiment on user comments on the multi channel retailer brand equity are explored and tested. The experimental method as the main research method of this study, including a total of two experiments. The first experiment used 2 (Information Framework) X2 (regulatory focus). Group the experimental design of the matching between the information framework and regulatory focus influence on the multi channel retail brand equity to test, experiment two used 2 (Information Framework) X2 (X2 (regulatory focus) user comment object) between subjects design in addition to verify the results of the experiment, but also regulate the user the object of the criticism, the relationship between the trust and the trust store online store offline, and regulating effect on trust and trust in the store store multi-channel retailer brand equity was examined.
The experimental results of a discovery, promote the information framework of regulatory focus and return a regulation match, defense information framework of regulatory focus and loss type reach adjust match, and achieve the matching between the information in the framework of consumer regulatory focus types and user comments under the condition of consumers' perception of the multi channel retailer brand equity was significantly higher than that of mismatched conditions. Results of the two experiments not only prove that the results of experiment one and found that there is a relationship of mutual promotion between multi channel retailer store trust trust and online store offline, the consumer trust in retailers offline store will promote their trust in the online store, on the same line the store will also promote the trust trust, the next line store in other words, there is a shift between the trust store online store trust and line regulation; matching Significant effects were tested on the multi channel retailer store trust, there is a positive correlation between the store and trust and multi-channel retailer brand equity; the object of user comments (online / offline store store) does not affect the relationship between regulation, and multi-channel retailer brand equity.
Finally, based on the above findings, this paper puts forward several suggestions for multi-channel retailers to develop online businesses and improve online store performance, so as to provide reference for multi-channel retailers.
The innovation of this paper is to introduce the mediation focus theory, and study the perception of retailers' brand equity from the perspective of user reviews, which helps multi-channel retailers to further segment the consumer market, and take differentiated business strategies for different market segments.

【学位授予单位】：东北财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F724.2;F724.6;F273.2

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