跨境电商产品模仿对品牌态度和购买意愿的影响:价格差距的调节效应
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摘要
产品模仿是企业普遍使用的一种创新与发展策略,跨境电商企业应用该策略有助于在模仿的基础上不断实现局部创新,有利于提高效率、降低风险,有益于在技术上适应国际市场。文章把质量联想、企业形象、替代满足作为中间变量,以价格差距为调节变量,构建跨境电商产品模仿对品牌态度和购买意向的影响模型,并展开实证研究,提出了跨境电商企业的创新升级路径及相应的管理建议,能够促进跨境电商企业提升品牌形象和竞争能力。
引文
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[10]何利娟,金驰.品牌模仿类型对消费者决策的影响:基于认知需求与消费者知识的调节视角[J].商业研究,2014,56(8):119-128.
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[12]C COLLONS-DODD,T LINDLEY. Store brands and retail differentiation:the influence of store image and store brand attitude on store own brand perceptions[J]. Journal of Retailing&Consumer Services,2003,10(6):345-352.
[13]PHILIPh,K. Principles of marketing[M]. Upper Saddle River,Nwe Jersey:Prentice Hall,2003.
[14]MARCEL,C. Rajiv,L. Building store loyalty through store brands[J]. Journal of Marketing Research,2000,(37):281-291.
[15]PRENDERGASDT G,Chuen L H. Understanding Consumer Demand for Non-Deceptive Pirated Brands[J].Marketing Intelligence&Planning,2002,20(7):405-416.
[16]A CARUANA,MT EWING. How corporate reputation,quality,and value influence online loyalty[J]. Journal of Business Research,2010,63(9-10):1103-1110.
[2]冷雄辉.模仿品牌合理转化战略研究[J].企业经济,2013(12):36-41.
[3]克莱顿·M·克里斯坦森,迈克尔·E·雷纳.困境与出路:企业如何制定破坏性增长战略[M].北京:中信出版社,2004.
[4]ZAICHKOWSKY J L. Defending our brand against imitation[J]. London:Quorum Books,1995.
[5]FV HOREN,R PIETERS. Consumer evaluation of copycat brands:The effect of imitation type[J]. International Journal of Research in Marketing,2012,29(3):246-255.
[6]WILKE R,ZAICHKOWSKY J L. Brand imitation and its effects on innovation,competition and brand equity[J].Business Horizons,1999,11(4):9-18.
[7]李林,谢杰.企业软实力作用机理及提升策略:一个案例研究[J].内蒙古农业大学学报(社会科学版),2018,20(2):30-35.
[8]R BATRA,I SINHA. Consumer-level factors moderating:The success of private label brands[J]. Journal of Retailing,2000,76(2):175-191.
[9]王华清,李静静.基于感知质量的自有品牌产品定价决策[J].系统工程理论与实践,2011,31(8):1454-1459.
[10]何利娟,金驰.品牌模仿类型对消费者决策的影响:基于认知需求与消费者知识的调节视角[J].商业研究,2014,56(8):119-128.
[11]DICK A,JAIN A,RICHARDSON P. Correlates of store brand proneness:some empirical observations[J]. Journal of Product&Brand Management,1995,4(4):15-22.
[12]C COLLONS-DODD,T LINDLEY. Store brands and retail differentiation:the influence of store image and store brand attitude on store own brand perceptions[J]. Journal of Retailing&Consumer Services,2003,10(6):345-352.
[13]PHILIPh,K. Principles of marketing[M]. Upper Saddle River,Nwe Jersey:Prentice Hall,2003.
[14]MARCEL,C. Rajiv,L. Building store loyalty through store brands[J]. Journal of Marketing Research,2000,(37):281-291.
[15]PRENDERGASDT G,Chuen L H. Understanding Consumer Demand for Non-Deceptive Pirated Brands[J].Marketing Intelligence&Planning,2002,20(7):405-416.
[16]A CARUANA,MT EWING. How corporate reputation,quality,and value influence online loyalty[J]. Journal of Business Research,2010,63(9-10):1103-1110.