本文選題：B2C網(wǎng)店 + 品牌資產(chǎn)　； 參考：《大連理工大學(xué)》2010年博士論文

【摘要】： 隨著網(wǎng)絡(luò)商店(簡稱網(wǎng)店)的飛速發(fā)展,其競爭日益呈現(xiàn)出品牌制勝的趨向。然而,由于網(wǎng)店具有虛擬性等特點,網(wǎng)店在品牌資產(chǎn)構(gòu)成、測量,以及它與顧客對網(wǎng)店忠誠的關(guān)系等方面也都較之傳統(tǒng)商店有所不同。面對上述新挑戰(zhàn),本文開展了三個方面的研究工作。 首先,本研究在品牌資產(chǎn)文獻回顧基礎(chǔ)上,以Keller(1993)品牌資產(chǎn)理論、動機理論、需要理論為基礎(chǔ),B2C網(wǎng)店品牌資產(chǎn)定義為消費者對B2C網(wǎng)店的品牌認知、情感和象征意義等差異化綜合反應(yīng)。根據(jù)這一定義并結(jié)合網(wǎng)絡(luò)消費者定性訪談的結(jié)果,分析其構(gòu)成維度,細分為網(wǎng)店互動,網(wǎng)店審美、產(chǎn)品質(zhì)量、網(wǎng)店知名、網(wǎng)店體驗和形象一致性等6個維度。本研究利用中國網(wǎng)絡(luò)消費者樣本數(shù)據(jù)開發(fā)上述6個維度B2C網(wǎng)店品牌資產(chǎn)的測量量表,檢驗結(jié)果表明該量表具有很好的信度和效度。 其次,本研究梳理和回顧了品牌關(guān)系的相關(guān)文獻,對其測量變量進行了匯總,結(jié)合消費者定性訪談結(jié)果,確定網(wǎng)店品牌關(guān)系包含3個測量維度：網(wǎng)店信任、網(wǎng)店親密感和網(wǎng)店忠誠。并對其測量量表信度和效度進行了科學(xué)的檢驗。 最后,本研究以品牌資產(chǎn)金字塔理論和品牌關(guān)系動態(tài)過程理論為基礎(chǔ),構(gòu)建了B2C網(wǎng)店品牌資產(chǎn)各維度對網(wǎng)店忠誠影響機理的理論模型,并對理論模型進行了實證檢驗。研究結(jié)果表明網(wǎng)店信任和網(wǎng)店親密感是B2C網(wǎng)店品牌資產(chǎn)與網(wǎng)店忠誠的中介變量。網(wǎng)店忠誠最直接的前因是網(wǎng)店信任和網(wǎng)店親密感,其中網(wǎng)店信任對網(wǎng)店忠誠的影響更為顯著,同時網(wǎng)店信任還會通過網(wǎng)店親密感間接影響網(wǎng)店忠誠。網(wǎng)店知名、產(chǎn)品質(zhì)量、網(wǎng)店審美、網(wǎng)店體驗和形象一致性的品牌資產(chǎn)維度通過網(wǎng)店信任間接影響網(wǎng)店忠誠；其中產(chǎn)品質(zhì)量和形象一致性對網(wǎng)店忠誠還有一定程度的直接影響；網(wǎng)店互動對網(wǎng)店信任沒有影響。網(wǎng)店互動、網(wǎng)店體驗和形象一致性通過網(wǎng)店親密感間接影響網(wǎng)店忠誠；網(wǎng)店知名對網(wǎng)店親密感存在直接的負向影響關(guān)系。網(wǎng)店審美和產(chǎn)品質(zhì)量對網(wǎng)店親密感沒有直接影響,通過網(wǎng)店信任間接影響網(wǎng)店親密感。 本研究的創(chuàng)新點：(1)在界定B2C網(wǎng)店品牌資產(chǎn)概念的基礎(chǔ)上開發(fā)了B2C網(wǎng)店品牌資產(chǎn)測量量表。B2C網(wǎng)店品牌資產(chǎn)測量維度包括網(wǎng)店互動,網(wǎng)店審美、產(chǎn)品質(zhì)量、網(wǎng)店知名、網(wǎng)店體驗和形象一致性,并基于中國網(wǎng)絡(luò)消費者樣本開發(fā)的相應(yīng)測量量表。本量表與以往研究相比更具針對性和全面性,并為診斷B2C網(wǎng)店品牌資產(chǎn)提供有效工具。(2)驗證了網(wǎng)店信任、網(wǎng)店親密感和網(wǎng)店忠誠為B2C網(wǎng)店品牌關(guān)系的3個構(gòu)成維度。這一結(jié)論真實反映了目前中國互聯(lián)網(wǎng)環(huán)境中消費者與網(wǎng)店品牌關(guān)系的三種關(guān)系狀態(tài)；豐富了互聯(lián)網(wǎng)環(huán)境下品牌關(guān)系的理論體系,為其他學(xué)者進行相應(yīng)的研究提供了有益的借鑒。(3)構(gòu)建了B2C網(wǎng)店品牌資產(chǎn)通過網(wǎng)店信任和網(wǎng)店親密感影響網(wǎng)店忠誠的理論模型。在互聯(lián)網(wǎng)環(huán)境中首次嘗試檢驗了網(wǎng)店信任和網(wǎng)店親密感為中介變量的B2C網(wǎng)店品牌資產(chǎn)各維度對網(wǎng)店忠誠影響機理,深化了品牌資產(chǎn)與品牌忠誠的關(guān)系理論,豐富并拓展了品牌資產(chǎn)的理論體系；拓展了品牌忠誠的前因研究；并為網(wǎng)店通過品牌建設(shè)獲得顧客、通過品牌關(guān)系管理保留顧客的營銷實踐提供了戰(zhàn)略方向。
[Abstract]:With the rapid development of the online store ( hereinafter referred to as the online store ) , the competition is increasingly becoming the trend of the brand winning . However , because of the characteristics of the virtual nature of the online store , the online store is different from the traditional shops in terms of brand asset composition , measurement , and the relationship between it and the customer ' s loyalty to the online store . In the face of the above new challenges , three aspects of research work are carried out .



First , based on the review of brand asset literature , this study is based on the brand asset theory , motivation theory and demand theory . According to the definition and the result of qualitative interview with network consumers , the author analyzes its constituent dimensions , and divides them into six dimensions , such as internet shop interaction , online store aesthetic , product quality , online store reputation , online store experience and image consistency .



Secondly , this research combs and reviews the relevant literatures of brand relation , summarizes the measurement variables , and combines the qualitative interview results of consumers , and determines that the brand relationship of online store contains three measurement dimensions : online store trust , online store intimacy and online store loyalty . The reliability and validity of the measurement scale are scientifically tested .



Finally , based on the theory of brand equity pyramid and the dynamic process theory of brand relation , this paper constructs a theoretical model of the influence mechanism of brand assets in online store to online store loyalty . The results show that online store trust and online store intimacy are the intermediary variables of online store loyalty . The online store trust will also indirectly affect online store loyalty through online store trust . The brand asset dimensions of online store ' s famous brand , product quality , online store aesthetic , online store experience and image consistency affect online store loyalty indirectly through online store trust ;
The consistency of product quality and image has some direct influence on online store loyalty ;
The online store interaction has no influence on the online store trust . The online store interaction , the online store experience and the image consistency indirectly affect the online store loyalty through the intimacy of the online store ;
There is a direct negative influence on the intimate feeling of the online store . The aesthetic and quality of the online store have no direct influence on the intimate feeling of the online store , and the intimacy of the online store is influenced indirectly through the trust of the online store .



The innovation points of this study are : ( 1 ) The brand equity measurement scale is developed on the basis of defining the concept of brand assets of B . C . online store brand . The dimension of brand asset measurement includes online store interaction , online store aesthetic , product quality , online store name , online store experience and image consistency .
This paper enriches the theory system of brand relationship under Internet environment , and provides useful reference for other scholars .
The former research on brand loyalty has been expanded ;
It also provides strategic direction for online store to obtain customer through brand building , and to keep the customer ' s marketing practice through brand relationship management .

【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2010
【分類號】：F713.36

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