本文關鍵詞：顧客視角下的B2C網(wǎng)站品牌資產(chǎn)構(gòu)成要素的實證研究，由筆耕文化傳播整理發(fā)布。

        隨著近幾年中國經(jīng)濟持續(xù)穩(wěn)定的增長,互聯(lián)網(wǎng)迅速發(fā)展,網(wǎng)絡經(jīng)濟日趨成熟,網(wǎng)絡購物正成為改變?nèi)藗児ぷ�、學習和生活的重要方式。B2C網(wǎng)站在這樣的大環(huán)境下發(fā)展迅速,而網(wǎng)絡的虛擬性往往使得消費者依靠品牌來選擇網(wǎng)站,因為優(yōu)質(zhì)的B2C網(wǎng)站品牌能有效降低消費者在網(wǎng)上購物的感知風險,給消費者帶來心理上的安全感。因此,品牌經(jīng)營已經(jīng)成為電子商務乃至所有企業(yè)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。然而學術(shù)界對于品牌資產(chǎn)及品牌資產(chǎn)構(gòu)成要素的研究至今尚未達成統(tǒng)一的理論共識。加之B2C電子商務模式具有虛擬性和風險性等特點,其較之傳統(tǒng)商店在品牌資產(chǎn)構(gòu)成和測量等方面均存在其獨特性。所以本文希望通過實證分析得出B2C網(wǎng)站品牌資產(chǎn)的構(gòu)成要素,以其為B2C網(wǎng)站及網(wǎng)絡購物市場品牌資產(chǎn)管理做出一點貢獻。本研究正是在這樣的背景下展開的。本文的主要內(nèi)容包括：第一部分：緒論。簡要介紹本論文的研究背景、研究意義、研究內(nèi)容和研究方法以及研究的創(chuàng)新及不足。第二部分：相關理論及文獻綜述。主要是通過相關理論的介紹及文獻回顧,為B2C網(wǎng)站品牌資產(chǎn)構(gòu)成要素的分析提供理論依據(jù)。第三部分：模型構(gòu)建與假設提出。在以往研究的基礎上,結(jié)合B2C網(wǎng)站及市場的特點構(gòu)建出研究模型,并提出研究假設。第四部分：研究設計。首先簡要介紹工作流程,然后對研究變量的量化、問卷設計、研究對象、抽樣方法和樣本陳述作詳細的介紹。第五部分：統(tǒng)計分析與假設檢驗。對通過問卷調(diào)查收集到的資料進行整理分析,包括描述統(tǒng)計、因子分析以及信度和效度的檢驗。第六部分：研究結(jié)果與展望。主要總結(jié)本次研究的基本結(jié)論并探討其對B2C行業(yè)的營銷管理借鑒意義,并指出今后研究的方向。本文的主要研究結(jié)論：1.從實證分析表明,B2C網(wǎng)站品牌資產(chǎn)是一個由多種要素構(gòu)成的、復雜多維的概念。它主要由4個維度并可劃分為25個指標構(gòu)成,其中4個維度包括網(wǎng)站品質(zhì)認知度、網(wǎng)站認同忠誠度、網(wǎng)站知名度和網(wǎng)站美觀度。2.B2C網(wǎng)站品牌資產(chǎn)構(gòu)成要素四個維度的重要性依次為：網(wǎng)站品質(zhì)認知度、網(wǎng)站認同忠誠度、網(wǎng)站知名度和網(wǎng)站美觀度。表明B2C網(wǎng)站產(chǎn)品及服務的質(zhì)量對顧客的品牌感受影響最大,而網(wǎng)站的網(wǎng)頁界面美觀程度對于顧客的品牌感受最小。3.B2C網(wǎng)站品牌的名稱易記性、提示后知名度和主觀熟悉度對顧客的品牌感受較好,而個性形象相符性、等候時間額外付出度、社會地位體現(xiàn)性、受人尊重體現(xiàn)性和消費價格額外付出度對顧客的網(wǎng)站品牌感受稍差。本文針對B2C網(wǎng)站品牌資產(chǎn)管理提出的相關建議：1.提升網(wǎng)站品質(zhì)。B2C網(wǎng)站品牌管理應注重網(wǎng)站品質(zhì)的提升,包括網(wǎng)站所銷售產(chǎn)品的質(zhì)量和網(wǎng)站人員的服務質(zhì)量。具體來講,產(chǎn)品質(zhì)量方面,網(wǎng)站應該秉持誠信的原則,銷售與實體店相一致的正品,且由于網(wǎng)絡的虛擬性,其描述性語言應真實可信,不能讓顧客購物后產(chǎn)生較大的心理反差；服務質(zhì)量方面,基于電子商務在線交流的特點,網(wǎng)站應該注重與顧客的溝通,方便地獲得顧客的反饋,并能及時、有效地解決顧客的反饋信息,讓顧客切實感受到優(yōu)質(zhì)的服務質(zhì)量。2.塑造品牌認同、留住忠誠顧客。B2C網(wǎng)站品牌管理應注重塑造網(wǎng)站品牌的認同感、提升顧客的忠誠度。具體來講,品牌認同方面,網(wǎng)站應根據(jù)企業(yè)文化、經(jīng)營理念及經(jīng)營目標塑造鮮明的個性形象,擁有自己獨特的價值觀,體現(xiàn)自身品牌的獨特性,從而吸引對網(wǎng)站品牌具有認同感的顧客,特別是意欲通過特定品牌來滿足其社會地位、社會認同及尊重等社會需求的顧客；網(wǎng)站忠誠方面,網(wǎng)站應配合其他品牌管理措施,努力留住老顧客,培養(yǎng)并提升顧客忠誠度,留住忠誠顧客。3.打造網(wǎng)站知名度。B2C網(wǎng)站品牌管理應注重打造網(wǎng)站品牌知名度,通過多種渠道、配合多種方式來提升自己的知名度。具體來講,網(wǎng)站可以設計寓意深刻、朗朗上口且簡單易記的品牌名稱,使消費者很容易就記住網(wǎng)站的名稱；同時應通過多種渠道在特定的廣告平臺做廣告,打響知名度,讓細分市場的消費者能在不同時間、不同地點和不同場合都能看到網(wǎng)站的廣告,提升消費者對網(wǎng)站品牌的認知度。4.提升網(wǎng)站美觀度。B2C網(wǎng)站品牌管理應注重優(yōu)化網(wǎng)站頁面布局,從而提升網(wǎng)站美觀度。具體來講,網(wǎng)站應合理安排布局,簡化功能操作,提高顧客在網(wǎng)站的購物效率,讓購物過程更加輕松和流暢；同時網(wǎng)站還應安排專業(yè)人員,運用多媒體技術(shù),用動畫、視頻、音樂和圖像等方式增加網(wǎng)站的視覺效果,保持網(wǎng)站界面的美觀性,提升視覺吸引性,從而吸引更多的顧客購物。本文的創(chuàng)新點：1.將品牌資產(chǎn)理論從傳統(tǒng)領域擴展到B2C電子商務市場領域。學者對于品牌資產(chǎn)理論在傳統(tǒng)領域中的研究很多,但針對網(wǎng)絡市場,特別是B2C電子商務市場領域的研究不多,大都還屬于概念性的定性探討。本研究以國內(nèi)外學者的品牌資產(chǎn)理論為基礎,以因子分析方法為技術(shù),結(jié)合B2C電子商務的特征,通過實證研究,得到構(gòu)成B2C網(wǎng)站品牌資產(chǎn)的四個重要維度,將品牌資產(chǎn)理論從傳統(tǒng)領域擴展到B2C電子商務市場領域,對品牌理論在B2C網(wǎng)站品牌管理方面的研究進行了積極有益的補充。2.引入網(wǎng)站品牌認同這一概念。以往學者對于品牌資產(chǎn)構(gòu)成維度的研究中,從不同的角度有著不同的定論,基本可分為財務會計的視角、市場營銷的視角和消費者視角,在消費者視角的研究中,一般認為品牌認知、品牌聯(lián)想、感知質(zhì)量、品牌忠誠、品牌形象等是品牌資產(chǎn)的重要構(gòu)成因素,而對于品牌認同度這一維度鮮有提出。本研究在對以往學者對于品牌資產(chǎn)以及網(wǎng)站品牌資產(chǎn)的研究中,結(jié)合當前我國B2C電子商務市場及消費者的購物特點,提出品牌認同度這一維度,并得到驗證,這對于品牌理論在B2C網(wǎng)站品牌管理方面的研究也做出了一點貢獻。本文的不足之處：1.本研究的研究對象是自主銷售式B2C零售網(wǎng)站,并沒有涉及像淘寶商城這樣的平臺式B2C零售網(wǎng)站的品牌資產(chǎn)問題,由于兩者經(jīng)營模式有所區(qū)別,顧客群體也有一定的差異,因而得出的結(jié)論對后者的指導意義可能有限。2.由于以往學者對于網(wǎng)站品牌資產(chǎn)的研究較少,同時考慮到電子商務市場的特殊性,一些與傳統(tǒng)品牌資產(chǎn)相關的變量,如品牌關系、品牌聯(lián)想和品牌形象等維度并沒有納入本研究的模型,因此本研究的模型可能不夠完善。3.本研究通過在線方式收發(fā)問卷,擴大了調(diào)查對象的地域范圍,但調(diào)查對象主要集中在高校學生和公司職員,這兩個群體無法完全代表其他網(wǎng)絡消費者的想法,因此本研究結(jié)論的推廣性有限。4.本研究是顧客視角下的B2C網(wǎng)站品牌資產(chǎn)構(gòu)成要素研究,因此只是從顧客的心理感受出發(fā)來衡量網(wǎng)站的品牌資產(chǎn),而忽略了網(wǎng)站的財務、市場等方面的因素,也沒有從企業(yè)自身的情況出發(fā),因此本研究結(jié)論可能不夠全面。本研究的展望：1.本研究此次研究對象是自主銷售為式B2C零售網(wǎng)站,在今后的研究中,可以參照本研究的研究模型與研究思路,對平臺式B2C零售網(wǎng)站進行相關研究,或者說將兩種經(jīng)營模式進行對比分析。2.本研究模型相對來說較為簡明,因此選取的品牌資產(chǎn)構(gòu)成維度變量較少,不夠全面,在今后的研究中,應全面考慮網(wǎng)站品牌資產(chǎn)建設及管理的特殊性及研究目的及意義,充分考慮這些變量,探討其對B2C網(wǎng)站品牌資產(chǎn)的影響。3.本研究的調(diào)查對象主要集中在高校學生和公司職員,不能完全代表其他網(wǎng)絡消費者的想法,今后的研究有必要考慮到各個層面的網(wǎng)絡購物群體,以使研究結(jié)論更具有指導意義。4.本研究只是從顧客視角出發(fā)研究B2C網(wǎng)站品牌資產(chǎn)構(gòu)成要素,其指導意義可能不夠全面,在今后的研究中,可考慮從其他角度出發(fā),多角度、多維度地研究影響B(tài)2C購物網(wǎng)站品牌資產(chǎn)的因素。

    This research looks through and observes some relevant researches both at home and abroad. With referring to the previous researches, this paper mainly bases on the theory of brand equity of Keller and Aaker to design six dimensions including popularity, quality of products, service quality, attractive looks, loyalty and brand recognition of the websites as the components of brand equity of B2C websites, by combing features of B2C e-commerce market and its development situation with behavior characteristics of customers. And then a positive research has been made through using Exploratory Factor Analysis and cutting back variable dimensions. Finally, four key factors composing of brand equity of B2C websites were put forward; the reliability and validation of the research conclusion were analyzed; and the rationality of the model was validated. This research is spread out under such background.The main contents of this article:The first part:Introduction. To introduce the research background, significance, contents, methods, innovations and deficiency. The second part: Theory and articles overview. To provide the theoretical basis for analysis the composition factors of B2C website brand asset by reviewing the related theories and records. The third part:Build the model and propose the assumption. To build the research models and propose an assumption by basing on the former study and combining the feature of B2C website and e-business markets. The fourth part: Research and design. First, introduce the work processes. Then, description the quantification of research variable, designing of questionnaire, research objects, sampling methods and sample statement in full. The fifth party:statistical analysis and hypothesis testing. To sort and analysis the data which come from the questionnaire. It contains descriptive statistics, factor analysis, reliability and validity testing. The sixth part:The results, suggestions and prospect. To summarize the study conclusion and discuss its significance for the marketing management of B2C website. To point out the future research direction.The result shows that the brand equity of B2C website is one complicated and multidimensional concept composed by multi elements. It mainly consists of four dimensions including perceived quality of the website, the identification of the website-loyalty, popularity of the website and attractive looks of the website and can be divided into25indexes. The perceived quality of the website mainly refers to the cognition of customers to the products and service quality of the website which includes8measurement indexes; the identification and loyalty of the website means the identification and loyalty of customers to the brand of B2C website which includes9measurement indexes; the popularity of the website refers to how much popular the B2C website is among customers which including4measurement indexes; the attractive looks of the website means how much beautiful the B2C website is in the eyes of customers which also includes4measurement indexes. The four dimensions composing the brand equity of B2C website are arranged in important order as the follows:the perceived quality of the website, the identification and loyalty of the website, the popularity of the website and the attractive looks of the website.There are some suggestions about asset management of B2C website brand equity:1.Promote the quality of website products.B2C website should pay attention to promote the quality of website products. The quality contains the products which the website sells and the service attitude of the workers of the website. Firstly, website should be enough honest. The products on the website should be described as the same as the products in the traditional shops. It would narrow the gap between the seeing and receiving. Secondly, based on the feature of communication on line, the website should communicate with customers patiently. Treat the feedback of customers seriously, and resolve the problems instantly. It would bring a good service for customers.2.Build brand and keep customers. B2C should pay attention to build the identification of the website-brand and to promote the loyalty of customer. Fist, the website could build sharp image and form own unique values based on the enterprise culture and business philosophy and business targets. The enterprise should reflect the uniqueness of its brand, which can attract the customers who recognize the brand and those who want to meet the social status and social identity and be respected by some special brands. Second, the website should meet the managements of other brands. And try its best to keep returning customers and upgrade the identity of customers.3.Build popularity of the website. B2C website brand management should build popularity of brand by many ways that can upgrade own popularity. Firstly, the website could design a profound,read well and simple for remember brand name. It would make customers know the website and brand easily. Secondly, the website should advertise in particular advertising platform to improve its popularity. So the customers could see the website advertisement in different times,different place and different occasions. It also raises the popularity of the website and its brand.4.Improve attractive looks of the website. B2C website brand management should optimize the layout of website to attractive looks of the website. Firstly, website should arrange layouts reasonably and simple the function operations, to raise the efficiency of customer’s shopping, and make them shop more easily and more happier. Secondly, it need technician to add the visual effects of website by animation,music, video and pictures etc. To keep beautiful webpage would improve the attractive looks of the website and will attract more people.The innovations:1.extend the theory of brand equity from the traditional area to the B2C e-business markets. Many study about the theory of brand equity in traditional area have done by experts. But the study about web markets, especially the B2C e-business markets area are rare. Most of the study are qualitative discussion of conceptual. This research gets four important dimensions which compose the B2C website brand asset,and extend the theory of brand equity from the traditional area to the B2C e-business markets, and add the theory of brand equity to the B2C website brand management based on the theory of brand equity and by the technology of factor analysis method with the feature of B2C e-business.2.Introduct the concept of website brand identification. The past research on the composition dimensions of brand asset have different conclusions from different angles which could contain the angle of financial accounting, the angle of marketing and the angle of customers. The study on the angle of customers shows that brand recognition, brand association, brand loyalty, brand image and perceived quality are important composition factors of the brand asset. But brand identity is proposed by less scholars. This research based on the study on brand asset and website brand asset suggest the dimensions of brand identity by combining the feature of the B2C e-business markets and customers shopping, and it has been proofed. It would be minor meaning for the research on how the theory of brand equity can be apply to B2C website brand management.The inadequacies of this article:1.The object of this study is the self-service B2C retail sites. And it does not involve the brand equity issues of platform B2C retail sites such as Taobao Mall. There are some differences between the two business models and customer groups, so the conclusion’s guiding significance to the latter may be limited.2.Due to few studies of the site of brand equity in the past and taking into account of the e-commerce market, the traditional brand equity variables, such as the dimensions of brand relationships, brand association and brand image are not included in this study. So the model of this study may be inadequate.3.In this study, sending and receiving questionnaires are online in order to expand the geographical scope of the survey. The survey mainly concentrated in the university students and staff that cannot be fully representative of the idea of the other online consumers. So the promotion of the conclusion of this study is limited.4.This study studies from the customer perspective of the B2C Web site brand equity elements, so just starting to measure the site’s brand equity from the customer’s psychological feeling. It ignores the financial, market and other aspects of the site and the study from the enterprises themselves.So the conclusion of this study may not be comprehensive.Research prospect:1.B2C retail websites of independent sales is made the object of the research. For further researches, platform-based B2C retail websites can also be studied referring to the research model and ideas, or do the comparison between the two business models.2.The research models are relatively concise, so dimensionality variables composed of chosen brand equities are few and incomprehensive. In further studies, it ought to comprehensively consider brand equity construction of the websites, management distinctiveness and the purpose and significance of the research, and discuss the impact of these variables to the brand equities of the B2C websites.3.The respondents are mostly college students and company employees, so their opinions can’t represent other website consumers’opinions. In further researches, it is necessary to take the online shopping consumers at all levels into consideration, so as to make the conclusion more instructive significance.4.This study only focused on the inscapes of the brand equities of B2C websites at the consumer’s side, and may lead to instructive but in comprehensive significance. In further researches, it is considerable to carry out the studies from other views in multi-dimension.

        顧客視角下的B2C網(wǎng)站品牌資產(chǎn)構(gòu)成要素的實證研究

摘要4-8Abstract8-121. 緒論15-23    1.1 研究背景15-18    1.2 研究意義18-19    1.3 研究內(nèi)容19-20    1.4 研究方法20-21    1.5 研究創(chuàng)新21-22    1.6 研究不足22-232. 相關理論及文獻綜述23-45    2.1 B2C電子商務23-30        2.1.1 電子商務23-27        2.1.2 B2C電子商務模式27-30    2.2 品牌資產(chǎn)的研究30-42        2.2.1 品牌的定義30-32        2.2.2 品牌資產(chǎn)的定義32-34        2.2.3 國外品牌資產(chǎn)的研究34-39        2.2.4 國內(nèi)品牌資產(chǎn)的研究39-42    2.3 網(wǎng)站品牌資產(chǎn)的研究42-45        2.3.1 網(wǎng)站品牌資產(chǎn)的定義42-43        2.3.2 網(wǎng)站品牌資產(chǎn)構(gòu)成要素的研究43-453. 模型構(gòu)建與假設提出45-48    3.1 模型構(gòu)建45-46    3.2 研究假設46-484. 研究設計48-53    4.1 研究變量的量化48-51    4.2 問卷設計51-52    4.3 研究對象、抽樣方法及樣本陳述52-53        4.3.1 研究對象52        4.3.2 抽樣方法及樣本陳述52-535. 統(tǒng)計分析與假設檢驗53-67    5.1 描述統(tǒng)計53-56        5.1.1 樣本概況53-54        5.1.2 評價對象分布54-55        5.1.3 變量的平均值與標準差55-56    5.2 因子分析56-61    5.3 信度檢驗與效度檢驗61-65    5.4 模型修正65-676. 研究結(jié)果、建議及展望67-72    6.1 研究結(jié)果67-69    6.2 管理建議69-71        6.2.1 企業(yè)經(jīng)營建議69-70        6.2.2 宏觀政策建議70-71    6.3 研究展望71-72參考文獻72-76附錄76-78致謝78-80在讀期間科研成果80

  本文關鍵詞：顧客視角下的B2C網(wǎng)站品牌資產(chǎn)構(gòu)成要素的實證研究，，由筆耕文化傳播整理發(fā)布。