基于顾客视角的电子零售商品牌权益提升研究

发布时间：2019-05-07 01:53

【摘要】：近十几年我国互联网迅速发展,网络经济日趋成熟,网络逐渐成为消费者购物的主要渠道。众多电子零售商随之迅速崛起,网络购物市场竞争也日益激烈,而网络的虚拟性往往使得消费者依靠品牌来选择电子零售商。因此,发展品牌已经成为电子商务乃至所有商家在竞争激烈的市场中取得持续性竞争优势的重要手段。然而学术界对于品牌权益及品牌权益构成要素的研究主要以传统产品品牌为研究对象。对于网络品牌,只有少数学者在传统的研究基础上,对网站品牌权益做了比较有限的尝试,并且研究结果存在着较大的分歧。因此本研究希望通过顾客视角研究电子零售商品牌权益的具体形成机制及其影响因素,为电子零售商提升品牌权益提供策略,使其在竞争中占据优势。本文通过对文献的梳理及对网络消费者的深度访谈,构建了一个电子零售商品牌权益构成维度及其前置影响因素的系统模型。模型分为两个部分：第一,提出电子零售商品牌权益包括品牌认知、品牌体验、感知质量、品牌信任和品牌忠诚五个维度,并认为这五维度之间存在着有序的因果关系；第二,提出影响电子零售商品牌权益的三个主要因素,即网站设计、产品信息质、服务和支持水平,并对这三个因素如何影响电子零售商的品牌权益进行了具体的实证研究。通过SPSS20.0对调查数据进行描述性分析、信度和效度分析、相关及回归分析,得到以下结论：1.品牌认知、品牌体验、感知质量、品牌信任和品牌忠诚五个维度能够较好的解释顾客视角的电子零售商品牌权益；2.这五个维度之间也存在着有序的因果关系,其中,品牌认知、品牌体验、感知质量对品牌信任和品牌忠诚的正向影响显著,同时,品牌信任对品牌忠诚的正向影响更加显著,验证了品牌信任有部分中介作用；3.在三个影响因素方面,网站设计和服务与支持水平对品牌认知、品牌体验、感知质量、品牌信任之间都有着不同程度的正向影响,其中服务与支持水平对四者的影响较大,另外,产品信息会正面影响感知质量和品牌信任。本文最后根据研究结论为电子零售商提出品牌权益提升策略。
[Abstract]:With the rapid development of Internet in recent ten years, the network economy is maturing day by day, and the network gradually becomes the main channel for consumers to shop. With the rapid rise of many electronic retailers, the competition in the online shopping market is increasingly fierce, and the virtual nature of the network often makes consumers rely on the brand to choose e-retailers. Therefore, the development of brand has become an important means for e-commerce and even all merchants to obtain sustainable competitive advantage in the competitive market. However, the academic research on brand equity and the constituent elements of brand equity is mainly focused on traditional product brands. On the basis of the traditional research, only a few scholars have made a limited attempt to the website brand equity, and there are great differences in the research results. Therefore, this study hopes to study the specific formation mechanism and its influencing factors of brand equity of e-retailers from the perspective of customers, so as to provide strategies for e-retailers to promote brand equity and make them occupy an advantage in competition. By combing the literature and in-depth interview with network consumers, this paper constructs a systematic model of the component dimension of brand equity of e-retailers and its pre-influencing factors. The model is divided into two parts: first, the brand equity of e-retailers includes five dimensions: brand cognition, brand experience, perceived quality, brand trust and brand loyalty, and there is an orderly causal relationship between the five dimensions; Secondly, three main factors influencing the brand equity of e-retailers, namely website design, product information quality, service and support level, are put forward, and an empirical study is made on how these three factors affect the brand equity of e-retailers. Through the descriptive analysis, reliability and validity analysis, correlation and regression analysis of the survey data by SPSS20.0, the following conclusions are obtained: 1. Brand cognition, brand experience, perceived quality, brand trust and brand loyalty five dimensions can better explain the customer perspective of e-retailer brand equity; 2. Among them, brand cognition, brand experience, perceived quality have a significant positive impact on brand trust and brand loyalty, and at the same time, brand trust has a more significant positive impact on brand loyalty. It is verified that brand trust has some mediating effect; 3. In terms of the three influencing factors, the level of website design and service and support have a positive effect on brand cognition, brand experience, perceived quality, and brand trust, among which the level of service and support has a greater impact on the four, which have a positive effect on brand cognition, brand experience, perceived quality, and brand trust. In addition, product information can positively affect perceived quality and brand trust. Finally, this paper puts forward brand equity promotion strategy for electronic retailers according to the research conclusion.
【学位授予单位】：南京财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F273.2;F724.6

【参考文献】