【摘要】：在線上零售沖擊下,傳統(tǒng)零售商的電商化轉(zhuǎn)型勢(shì)在必行,結(jié)合了實(shí)體門店與在線商店的多渠道零售模式成為全球零售業(yè)發(fā)展的趨勢(shì),如何提升品牌權(quán)益成為全新背景下零售商建立競(jìng)爭(zhēng)優(yōu)勢(shì)的關(guān)鍵。本文實(shí)證探討了線上線下感知服務(wù)質(zhì)量對(duì)多渠道零售商品牌權(quán)益的影響,研究結(jié)果表明:在多渠道零售模式下,感知服務(wù)質(zhì)量仍然是消費(fèi)者品牌態(tài)度的重要決定因素;傳統(tǒng)零售商通過提高線上服務(wù)質(zhì)量重塑品牌的努力不會(huì)受到來自線下的干擾,也即線上線下感知服務(wù)質(zhì)量在提升品牌權(quán)益過程中不存在交互影響;線上線下零售店鋪環(huán)境要素的內(nèi)涵存在很大差別,其中,氛圍因素、設(shè)計(jì)因素均為線上線下感知服務(wù)質(zhì)量的重要前因變量,但是社會(huì)因素僅僅對(duì)于線下感知服務(wù)質(zhì)量產(chǎn)生影響,消費(fèi)者更加崇尚標(biāo)準(zhǔn)化運(yùn)營(yíng)的線上店鋪。
[Abstract]:Under the impact of online retail, the e-commerce transformation of traditional retailers is imperative, combining the multi-channel retail mode of physical stores and online stores has become the trend of global retail development. How to promote brand rights and interests has become the key to establish the competitive advantage of retailers under the new background. This paper empirically discusses the effect of perceived service quality on brand rights and interests of multi-channel retailers. The results show that the perceived service quality is still an important determinant of consumers' brand attitude in multi-channel retail mode. Traditional retailers' efforts to reshape their brands through improving online service quality will not be affected by offline interference, that is, there is no interaction between online and offline perceived service quality in the process of brand equity promotion. There is a great difference between online and offline retail store environmental factors. Among them, atmosphere factor and design factor are all important antecedents of perceived service quality, but social factors only affect offline perceived service quality. Consumers more advocate standardized operation of online stores.
【作者單位】： 東北財(cái)經(jīng)大學(xué)工商管理學(xué)院;
【基金】：國(guó)家自然科學(xué)基金項(xiàng)目“調(diào)節(jié)聚焦范式下的用戶生成內(nèi)容(UGC)對(duì)多渠道零售商品牌權(quán)益的影響機(jī)理研究”(71272050) 教育部人文社會(huì)科學(xué)研究一般項(xiàng)目“顧客信任轉(zhuǎn)移和商店形象契合感知對(duì)傳統(tǒng)零售商線上延伸績(jī)效的作用機(jī)制研究”(12YJA630115) 霍英東教育基金會(huì)高等院校青年教師基金項(xiàng)目“多渠道零售商線上線下營(yíng)銷協(xié)同的機(jī)制與策略”(131078) 中央財(cái)政支持地方高校發(fā)展專項(xiàng)資金科研重點(diǎn)研究基地項(xiàng)目“SoLoMo趨勢(shì)下全渠道零售的機(jī)理與策略研究”(DUFE2014J15)
【分類號(hào)】：F724.2;F724.6

【參考文獻(xiàn)】

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