【摘要】：面對(duì)電商的沖擊和網(wǎng)絡(luò)零售的狂飆突進(jìn),越來越多的零售企業(yè)紛紛將線下業(yè)務(wù)向線上擴(kuò)展。然而,許多傳統(tǒng)零售商在線上的銷量仍不容樂觀。傳統(tǒng)零售商在拓展線上業(yè)務(wù)時(shí)如何利用其原有品牌優(yōu)勢(shì)整合線上線下渠道資源,發(fā)揮多渠道優(yōu)勢(shì),成為傳統(tǒng)零售商在轉(zhuǎn)型發(fā)展的過程中迫切需要解決的問題。因此,關(guān)注多渠道零售商線下品牌資產(chǎn),研究線下品牌資產(chǎn)對(duì)消費(fèi)者線上購(gòu)買意愿的影響具有重要的理論與現(xiàn)實(shí)意義。本研究主要開展三個(gè)方面的研究工作。第一,梳理品牌資產(chǎn)及商店品牌資產(chǎn)相關(guān)文獻(xiàn),界定了線下品牌資產(chǎn)的概念。第二,通過對(duì)品牌資產(chǎn)和線下商店品牌資產(chǎn)的相關(guān)文獻(xiàn)回顧和分析,在界定線下品牌資產(chǎn)概念的基礎(chǔ)上,開發(fā)了線下品牌資產(chǎn)維度的測(cè)量量表。第三,構(gòu)建線下品牌資產(chǎn)對(duì)線上購(gòu)買意愿的影響模型,并對(duì)理論模型進(jìn)行實(shí)證檢驗(yàn)。本研究的創(chuàng)新點(diǎn):一是從線下品牌資產(chǎn)角度分析其對(duì)消費(fèi)者線上購(gòu)買意愿的影響。為消費(fèi)者線上購(gòu)買行為擴(kuò)展了前因變量,同時(shí),也為線上消費(fèi)者的購(gòu)買行為提供了新的理論視角,這一研究在線上線下轉(zhuǎn)移研究領(lǐng)域是一大理論創(chuàng)新。二是揭示了線下品牌資產(chǎn)對(duì)消費(fèi)者線上購(gòu)買意愿的影響機(jī)理,并詳細(xì)分析了線下品牌資產(chǎn)通過線上品牌信任和線上品牌態(tài)度的中介作用對(duì)消費(fèi)者線上購(gòu)買意愿的影響作用,這一研究填補(bǔ)目前了國(guó)內(nèi)對(duì)線上線下結(jié)合研究的不足,豐富了現(xiàn)有的研究成果。實(shí)證分析的結(jié)果表明:線下品牌資產(chǎn)的構(gòu)成維度為線下品牌認(rèn)知、線下品牌形象和線下品牌態(tài)度;線下品牌資產(chǎn)對(duì)消費(fèi)者線上品牌信任和線上品牌態(tài)度有直接影響,而線上品牌信任和線上品牌態(tài)度直接影響消費(fèi)者線上購(gòu)買意愿,所以線下品牌資產(chǎn)間接影響消費(fèi)者線上購(gòu)買意愿。研究結(jié)果豐富了品牌資產(chǎn)相關(guān)理論體系,為多渠道零售商的線上線下的有效融合提供指導(dǎo),同時(shí)也為線上線下研究領(lǐng)域提供進(jìn)一步的研究路徑。
[Abstract]:Faced with the impact of e-commerce and the rapid development of online retailing, more and more retail enterprises expand their offline business online. However, the online sales of many traditional retailers are still not optimistic. How to integrate online and offline channel resources and bring into full play of multi-channel advantages by traditional retailers in expanding their online business has become an urgent problem for traditional retailers to solve in the process of transformation and development. Therefore, it is of great theoretical and practical significance to pay attention to multi-channel retailers' offline brand equity and to study the influence of offline brand equity on consumers' online purchase intention. This research mainly carries out three aspects of research work. First, combing the literature of brand equity and store brand equity, defining the concept of offline brand equity. Secondly, based on the review and analysis of the literature on brand equity and offline store brand equity, the measurement scale of offline brand equity dimension is developed on the basis of defining the concept of offline brand equity. Thirdly, the influence model of offline brand equity on online purchase intention is constructed, and the theoretical model is tested empirically. The innovations of this study are as follows: firstly, the influence of offline brand equity on consumers' online purchase intention is analyzed. It expands the pre-dependent variables for consumers' online purchase behavior, and also provides a new theoretical perspective for online consumers' purchase behavior. This research is a great theoretical innovation in the field of online and offline transfer research. Secondly, it reveals the influence mechanism of offline brand equity on consumers' online purchase intention, and analyzes in detail the influence of offline brand equity on consumers' online purchase intention through the intermediary role of online brand trust and online brand attitude. This research fills up the deficiency of the current domestic research on the combination of line and offline, and enriches the existing research results. The results of empirical analysis show that the dimensions of offline brand equity are offline brand cognition, offline brand image and offline brand attitude; Off-line brand equity has a direct impact on consumer online brand trust and online brand attitude, while online brand trust and online brand attitude directly affect consumer online purchase willingness. So offline brand assets indirectly affect consumers online purchase willingness. The results enrich the theoretical system of brand equity, provide guidance for the effective integration of online and offline retailers, and also provide a further research path for online and offline research fields.
【學(xué)位授予單位】：大連大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F273.2;F713.36

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本文編號(hào)：2391013