线下品牌资产对消费者线上购买意愿的影响机理研究

发布时间：2018-12-25 09:46

【摘要】：面对电商的冲击和网络零售的狂飙突进,越来越多的零售企业纷纷将线下业务向线上扩展。然而,许多传统零售商在线上的销量仍不容乐观。传统零售商在拓展线上业务时如何利用其原有品牌优势整合线上线下渠道资源,发挥多渠道优势,成为传统零售商在转型发展的过程中迫切需要解决的问题。因此,关注多渠道零售商线下品牌资产,研究线下品牌资产对消费者线上购买意愿的影响具有重要的理论与现实意义。本研究主要开展三个方面的研究工作。第一,梳理品牌资产及商店品牌资产相关文献,界定了线下品牌资产的概念。第二,通过对品牌资产和线下商店品牌资产的相关文献回顾和分析,在界定线下品牌资产概念的基础上,开发了线下品牌资产维度的测量量表。第三,构建线下品牌资产对线上购买意愿的影响模型,并对理论模型进行实证检验。本研究的创新点:一是从线下品牌资产角度分析其对消费者线上购买意愿的影响。为消费者线上购买行为扩展了前因变量,同时,也为线上消费者的购买行为提供了新的理论视角,这一研究在线上线下转移研究领域是一大理论创新。二是揭示了线下品牌资产对消费者线上购买意愿的影响机理,并详细分析了线下品牌资产通过线上品牌信任和线上品牌态度的中介作用对消费者线上购买意愿的影响作用,这一研究填补目前了国内对线上线下结合研究的不足,丰富了现有的研究成果。实证分析的结果表明:线下品牌资产的构成维度为线下品牌认知、线下品牌形象和线下品牌态度;线下品牌资产对消费者线上品牌信任和线上品牌态度有直接影响,而线上品牌信任和线上品牌态度直接影响消费者线上购买意愿,所以线下品牌资产间接影响消费者线上购买意愿。研究结果丰富了品牌资产相关理论体系,为多渠道零售商的线上线下的有效融合提供指导,同时也为线上线下研究领域提供进一步的研究路径。
[Abstract]:Faced with the impact of e-commerce and the rapid development of online retailing, more and more retail enterprises expand their offline business online. However, the online sales of many traditional retailers are still not optimistic. How to integrate online and offline channel resources and bring into full play of multi-channel advantages by traditional retailers in expanding their online business has become an urgent problem for traditional retailers to solve in the process of transformation and development. Therefore, it is of great theoretical and practical significance to pay attention to multi-channel retailers' offline brand equity and to study the influence of offline brand equity on consumers' online purchase intention. This research mainly carries out three aspects of research work. First, combing the literature of brand equity and store brand equity, defining the concept of offline brand equity. Secondly, based on the review and analysis of the literature on brand equity and offline store brand equity, the measurement scale of offline brand equity dimension is developed on the basis of defining the concept of offline brand equity. Thirdly, the influence model of offline brand equity on online purchase intention is constructed, and the theoretical model is tested empirically. The innovations of this study are as follows: firstly, the influence of offline brand equity on consumers' online purchase intention is analyzed. It expands the pre-dependent variables for consumers' online purchase behavior, and also provides a new theoretical perspective for online consumers' purchase behavior. This research is a great theoretical innovation in the field of online and offline transfer research. Secondly, it reveals the influence mechanism of offline brand equity on consumers' online purchase intention, and analyzes in detail the influence of offline brand equity on consumers' online purchase intention through the intermediary role of online brand trust and online brand attitude. This research fills up the deficiency of the current domestic research on the combination of line and offline, and enriches the existing research results. The results of empirical analysis show that the dimensions of offline brand equity are offline brand cognition, offline brand image and offline brand attitude; Off-line brand equity has a direct impact on consumer online brand trust and online brand attitude, while online brand trust and online brand attitude directly affect consumer online purchase willingness. So offline brand assets indirectly affect consumers online purchase willingness. The results enrich the theoretical system of brand equity, provide guidance for the effective integration of online and offline retailers, and also provide a further research path for online and offline research fields.
【学位授予单位】：大连大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F273.2;F713.36

【参考文献】