【摘要】：近十幾年我國互聯(lián)網(wǎng)迅速發(fā)展,網(wǎng)絡(luò)經(jīng)濟(jì)日趨成熟,網(wǎng)絡(luò)逐漸成為消費(fèi)者購物的主要渠道。眾多電子零售商隨之迅速崛起,網(wǎng)絡(luò)購物市場競爭也日益激烈,而網(wǎng)絡(luò)的虛擬性往往使得消費(fèi)者依靠品牌來選擇電子零售商。因此,發(fā)展品牌已經(jīng)成為電子商務(wù)乃至所有商家在競爭激烈的市場中取得持續(xù)性競爭優(yōu)勢的重要手段。然而學(xué)術(shù)界對于品牌權(quán)益及品牌權(quán)益構(gòu)成要素的研究主要以傳統(tǒng)產(chǎn)品品牌為研究對象。對于網(wǎng)絡(luò)品牌,只有少數(shù)學(xué)者在傳統(tǒng)的研究基礎(chǔ)上,對網(wǎng)站品牌權(quán)益做了比較有限的嘗試,并且研究結(jié)果存在著較大的分歧。因此本研究希望通過顧客視角研究電子零售商品牌權(quán)益的具體形成機(jī)制及其影響因素,為電子零售商提升品牌權(quán)益提供策略,使其在競爭中占據(jù)優(yōu)勢。本文通過對文獻(xiàn)的梳理及對網(wǎng)絡(luò)消費(fèi)者的深度訪談,構(gòu)建了一個電子零售商品牌權(quán)益構(gòu)成維度及其前置影響因素的系統(tǒng)模型。模型分為兩個部分：第一,提出電子零售商品牌權(quán)益包括品牌認(rèn)知、品牌體驗(yàn)、感知質(zhì)量、品牌信任和品牌忠誠五個維度,并認(rèn)為這五維度之間存在著有序的因果關(guān)系；第二,提出影響電子零售商品牌權(quán)益的三個主要因素,即網(wǎng)站設(shè)計(jì)、產(chǎn)品信息質(zhì)、服務(wù)和支持水平,并對這三個因素如何影響電子零售商的品牌權(quán)益進(jìn)行了具體的實(shí)證研究。通過SPSS20.0對調(diào)查數(shù)據(jù)進(jìn)行描述性分析、信度和效度分析、相關(guān)及回歸分析,得到以下結(jié)論：1.品牌認(rèn)知、品牌體驗(yàn)、感知質(zhì)量、品牌信任和品牌忠誠五個維度能夠較好的解釋顧客視角的電子零售商品牌權(quán)益；2.這五個維度之間也存在著有序的因果關(guān)系,其中,品牌認(rèn)知、品牌體驗(yàn)、感知質(zhì)量對品牌信任和品牌忠誠的正向影響顯著,同時,品牌信任對品牌忠誠的正向影響更加顯著,驗(yàn)證了品牌信任有部分中介作用；3.在三個影響因素方面,網(wǎng)站設(shè)計(jì)和服務(wù)與支持水平對品牌認(rèn)知、品牌體驗(yàn)、感知質(zhì)量、品牌信任之間都有著不同程度的正向影響,其中服務(wù)與支持水平對四者的影響較大,另外,產(chǎn)品信息會正面影響感知質(zhì)量和品牌信任。本文最后根據(jù)研究結(jié)論為電子零售商提出品牌權(quán)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.
【學(xué)位授予單位】：南京財(cái)經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F273.2;F724.6

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