基于消费者品牌资产理论的B2C网站在线品牌实证研究
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摘要
本文的研究目的是从消费者品牌资产理论的观点出发,为中国电子商务环境下的B2C网站建立在线品牌以及品牌建设的模型,为中国B2C网站的品牌管理提供理论上的支持和实际的操作方法。
根据Aaker教授著名的品牌资产模型框架,本文采用了结构方程建模技术,来研究中国电子商务环境下的消费者品牌资产的测量维度及其对消费者购买意愿的影响。并且通过统计学的方法分析了消费者的人口统计学特征以及消费者互联网消费行为特征对于品牌资产、品牌忠诚以及购买意愿的影响情况。本研究抽样调查了180名具有B2C网购经验的消费者,将其作为结构方程分析的样本数据。
数据实证分析结果表明,“品牌表现”、“品牌社会形象”、“品牌承诺”、“品牌联想”以及“品牌忠诚”作为“品牌资产”的测量维度,对品牌资产具有统计学上的显著性影响,而“品牌价值”、“品牌信赖”对于品牌资产不具有显著性的影响。同时“品牌忠诚”和“品牌资产”对于消费者的购买意愿有着正向的积极显著性影响。结果还表明,随着消费者的年龄增长,消费者对于B2C网站的品牌忠诚度会显著提高；消费者每个月在互联网购物的总消费额,也即消费者丰富的互联网购物经验和体验,对于“品牌表现”、“品牌价值”、“品牌忠诚度”以及购买意愿均具有显著性的影响。
本文为中国B2C网站在线品牌方面的理论不足做了有益的尝试,提出了基于消费者品牌资产的理论的B2C网站在线品牌的结构方程模型。中国作为世界上经济发展最快的经济体,其电子商务也在蓬勃发展,本文为中国电子商务特别是B2C网站的品牌建设提供了理论参考。
本文为B2C网站的品牌管理者以及市场营销规划者提供了重要的品牌资产参考模型,战略品牌管理者们必须重视“品牌表现”、“品牌社会形象”、“品牌承诺”以及“品牌联想”在品牌资产管理中的重要作用,要重视维护消费者对于网站品牌的忠诚度,从而更好的挖掘消费者的购买意愿。
今后的研究可以将模型推广到C2C以及其他电子商务模式上,可以更深入的研究消费者互联网消费行为习惯对于网站品牌资产的影响。
This thesis seeks to examine the China's B2C websites online branding model based on customer-based brand equity under Chinese electronic commerce environment, also providers brand management strategy of China's B2C websites theory supporting and practice operation.
Based on Aaser's well-known conceptual framework of brand equity, this thesis employed structural equition modeling to investigate the causual relationships among the seven dimensions of brand equity and consumer purchase intentions. The present study uesed a sample of 180 university students to valide the model.
The findings conclude that brand performance, brand social image, brand commitment, brand association and brand loyalty are influential dimensions of brand equity. Weak support was found for the brand value and brand trustworthniess dimensions. Brand equity and brand loyalty are both significantly influence consumer's purchase intentions. The results also indicates that consumer age has positive influence on brand loyalty; consumer online expenses also has positive influence on bradn perfprmance, brand value, brand loyalty and purchase intentions.
This thesis contributes to the scant literature testing the applicability of consumer-based brand equity in Chinese B2C website online branding. Since China is the world's fastest growing maket for electronic commerce, this thesis also provides important insights about the understanding of Chinese consumers'perceptions of overall brand equity and its dimensions.
The thesis shows that B2C websites brand managers and marketing planners should consider the relative importance of brand equity in their overall brand equity evaluation, and should concentrate their efforts primiary on building brand perfromance, brand social image, brand commiment, brand association and brand loyalty.
Future research needs to be done if the results are to be expanded into C2C or other electronic commerce channels in light of the significant gaps between different regions. Future research also should strengthen this analysis by adding more consumers'online purchase behaviours.
根据Aaker教授著名的品牌资产模型框架,本文采用了结构方程建模技术,来研究中国电子商务环境下的消费者品牌资产的测量维度及其对消费者购买意愿的影响。并且通过统计学的方法分析了消费者的人口统计学特征以及消费者互联网消费行为特征对于品牌资产、品牌忠诚以及购买意愿的影响情况。本研究抽样调查了180名具有B2C网购经验的消费者,将其作为结构方程分析的样本数据。
数据实证分析结果表明,“品牌表现”、“品牌社会形象”、“品牌承诺”、“品牌联想”以及“品牌忠诚”作为“品牌资产”的测量维度,对品牌资产具有统计学上的显著性影响,而“品牌价值”、“品牌信赖”对于品牌资产不具有显著性的影响。同时“品牌忠诚”和“品牌资产”对于消费者的购买意愿有着正向的积极显著性影响。结果还表明,随着消费者的年龄增长,消费者对于B2C网站的品牌忠诚度会显著提高；消费者每个月在互联网购物的总消费额,也即消费者丰富的互联网购物经验和体验,对于“品牌表现”、“品牌价值”、“品牌忠诚度”以及购买意愿均具有显著性的影响。
本文为中国B2C网站在线品牌方面的理论不足做了有益的尝试,提出了基于消费者品牌资产的理论的B2C网站在线品牌的结构方程模型。中国作为世界上经济发展最快的经济体,其电子商务也在蓬勃发展,本文为中国电子商务特别是B2C网站的品牌建设提供了理论参考。
本文为B2C网站的品牌管理者以及市场营销规划者提供了重要的品牌资产参考模型,战略品牌管理者们必须重视“品牌表现”、“品牌社会形象”、“品牌承诺”以及“品牌联想”在品牌资产管理中的重要作用,要重视维护消费者对于网站品牌的忠诚度,从而更好的挖掘消费者的购买意愿。
今后的研究可以将模型推广到C2C以及其他电子商务模式上,可以更深入的研究消费者互联网消费行为习惯对于网站品牌资产的影响。
This thesis seeks to examine the China's B2C websites online branding model based on customer-based brand equity under Chinese electronic commerce environment, also providers brand management strategy of China's B2C websites theory supporting and practice operation.
Based on Aaser's well-known conceptual framework of brand equity, this thesis employed structural equition modeling to investigate the causual relationships among the seven dimensions of brand equity and consumer purchase intentions. The present study uesed a sample of 180 university students to valide the model.
The findings conclude that brand performance, brand social image, brand commitment, brand association and brand loyalty are influential dimensions of brand equity. Weak support was found for the brand value and brand trustworthniess dimensions. Brand equity and brand loyalty are both significantly influence consumer's purchase intentions. The results also indicates that consumer age has positive influence on brand loyalty; consumer online expenses also has positive influence on bradn perfprmance, brand value, brand loyalty and purchase intentions.
This thesis contributes to the scant literature testing the applicability of consumer-based brand equity in Chinese B2C website online branding. Since China is the world's fastest growing maket for electronic commerce, this thesis also provides important insights about the understanding of Chinese consumers'perceptions of overall brand equity and its dimensions.
The thesis shows that B2C websites brand managers and marketing planners should consider the relative importance of brand equity in their overall brand equity evaluation, and should concentrate their efforts primiary on building brand perfromance, brand social image, brand commiment, brand association and brand loyalty.
Future research needs to be done if the results are to be expanded into C2C or other electronic commerce channels in light of the significant gaps between different regions. Future research also should strengthen this analysis by adding more consumers'online purchase behaviours.
引文
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