B2C网店品牌资产及其与网店忠诚的关系研究
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摘要
随着网络商店(简称网店)的飞速发展,其竞争日益呈现出品牌制胜的趋向。然而,由于网店具有虚拟性等特点,网店在品牌资产构成、测量,以及它与顾客对网店忠诚的关系等方面也都较之传统商店有所不同。面对上述新挑战,本文开展了三个方面的研究工作。
首先,本研究在品牌资产文献回顾基础上,以Keller(1993)品牌资产理论、动机理论、需要理论为基础,B2C网店品牌资产定义为消费者对B2C网店的品牌认知、情感和象征意义等差异化综合反应。根据这一定义并结合网络消费者定性访谈的结果,分析其构成维度,细分为网店互动,网店审美、产品质量、网店知名、网店体验和形象一致性等6个维度。本研究利用中国网络消费者样本数据开发上述6个维度B2C网店品牌资产的测量量表,检验结果表明该量表具有很好的信度和效度。
其次,本研究梳理和回顾了品牌关系的相关文献,对其测量变量进行了汇总,结合消费者定性访谈结果,确定网店品牌关系包含3个测量维度：网店信任、网店亲密感和网店忠诚。并对其测量量表信度和效度进行了科学的检验。
最后,本研究以品牌资产金字塔理论和品牌关系动态过程理论为基础,构建了B2C网店品牌资产各维度对网店忠诚影响机理的理论模型,并对理论模型进行了实证检验。研究结果表明网店信任和网店亲密感是B2C网店品牌资产与网店忠诚的中介变量。网店忠诚最直接的前因是网店信任和网店亲密感,其中网店信任对网店忠诚的影响更为显著,同时网店信任还会通过网店亲密感间接影响网店忠诚。网店知名、产品质量、网店审美、网店体验和形象一致性的品牌资产维度通过网店信任间接影响网店忠诚；其中产品质量和形象一致性对网店忠诚还有一定程度的直接影响；网店互动对网店信任没有影响。网店互动、网店体验和形象一致性通过网店亲密感间接影响网店忠诚；网店知名对网店亲密感存在直接的负向影响关系。网店审美和产品质量对网店亲密感没有直接影响,通过网店信任间接影响网店亲密感。
本研究的创新点：(1)在界定B2C网店品牌资产概念的基础上开发了B2C网店品牌资产测量量表。B2C网店品牌资产测量维度包括网店互动,网店审美、产品质量、网店知名、网店体验和形象一致性,并基于中国网络消费者样本开发的相应测量量表。本量表与以往研究相比更具针对性和全面性,并为诊断B2C网店品牌资产提供有效工具。(2)验证了网店信任、网店亲密感和网店忠诚为B2C网店品牌关系的3个构成维度。这一结论真实反映了目前中国互联网环境中消费者与网店品牌关系的三种关系状态；丰富了互联网环境下品牌关系的理论体系,为其他学者进行相应的研究提供了有益的借鉴。(3)构建了B2C网店品牌资产通过网店信任和网店亲密感影响网店忠诚的理论模型。在互联网环境中首次尝试检验了网店信任和网店亲密感为中介变量的B2C网店品牌资产各维度对网店忠诚影响机理,深化了品牌资产与品牌忠诚的关系理论,丰富并拓展了品牌资产的理论体系；拓展了品牌忠诚的前因研究；并为网店通过品牌建设获得顾客、通过品牌关系管理保留顾客的营销实践提供了战略方向。
With the fast development of shopping website, the brand advantages become more and more obviously among the competitions. However, because of the virtual characteristic of the shopping website, there are some differences aspects between shopping website and traditional shop stores in the component and measurement of the brand equity, as well as the loyalty relationship between shopping website and its customers. Hence, according to these challenges, this paper started following researches from three aspects:
First, based on the previously literature reviewing about brand equity, this paper defined B2C shopping website brand equity based on customer aspects as:the diversified comprehensive responds of the brand recognition, affections and symbolic means from consumer to B2C tails. According to this definition and combined the qualitative consumer interviewing, it further analyses the dimensions of the B2C shopping website brand equity based on customers and divided the brand equity as 6 dimensions, including:website interaction, website aesthetics, product quality, website awareness, website experience and image congruence and then developed its measurement scale. This paper developed the measurement scale from above six dimensions based on the internet customers sample data, and the test result indicated that the scale has both good reliability and validity.
Besides, this paper reviewed the related literatures about brand relationship theory and summarized the measuring construction variables. Combined with consumers'qualitative interviewing, this paper defined three dimensions from the relationship between customers and shopping website brand:website trust, website intimacy and website loyalty, and then tested the reliability and validity of the measurement scale.
Finally, this paper proposes a theoretical model of the effects mechanism of B2C shopping website brand equity on website loyalty based on brand equity pyramided theory and dynamic processes brand relationship theory from customer's aspect. Then this paper makes the empirical test and finds that website trust and website intimacy are the mediator variables between website brand equity and website loyalty. The directly antecedent variables of website loyalty are website trust and website intimacy, and the website trust has more significant effects on website loyalty. Meanwhile, website trust can also influence website loyalty through website intimacy. Website awareness, product quality, website aesthetics, website experience and image congruence can indirectly have effects on website loyalty through website trust. Among these, product quality and image congruence have directly impacts on website loyalty (has small coefficient compared with none intermediate variables); There is no relationship between website interaction and website trust. Website interaction, website experience and image congruence can indirectly influence website loyalty through website intimacy; Website awareness has negative impacts on website intimacy. There is no relationship between product quality and website intimacy, it has indirectly impacts on website intimacy through website trust.
The innovation points of this paper are:(1) This research defines the definition of B2C shopping website brand equity and develops out the measurement scale. B2C shopping website brand equity measurement scale includes six dimensions:website interaction, website aesthetics, product quality, website awareness, website experience and image congruence, and then develops its measurement scale according to the Chinese internet customer sample data. Compared to previous studies, this paper has more specific and rounded characters on B2C shopping website brand equity measurement, and also provides useful tools for diagnosing B2C shopping website brand equity. (2) This research tests the relationship dimensions of B2C shopping website brand, including website trust, website intimacy and website loyalty. This conclusion truly reflects these three kinds of relationships between consumers and shopping website under the Chinese internet environments; it enriches the brand relationship theory system under the internet environment and also provide guidance for other scholars. (3) This paper establishes the theoretical model of B2C shopping website brand equity on website loyalty through website trust and website intimacy. This paper is the first one which chooses website trust and website intimacy as intermediate variables to do the empirical study about the effects mechanism of B2C shopping website on website loyalty under the internet environment. This paper expands the relationship between brand equity and brand loyalty and also enriches brand equity theory system; expands the prefactor of brand loyalty; and also provides strategic guidance for shopping website to acquire its customer through brand establishment and to retain its customers through brand relationship management development.
首先,本研究在品牌资产文献回顾基础上,以Keller(1993)品牌资产理论、动机理论、需要理论为基础,B2C网店品牌资产定义为消费者对B2C网店的品牌认知、情感和象征意义等差异化综合反应。根据这一定义并结合网络消费者定性访谈的结果,分析其构成维度,细分为网店互动,网店审美、产品质量、网店知名、网店体验和形象一致性等6个维度。本研究利用中国网络消费者样本数据开发上述6个维度B2C网店品牌资产的测量量表,检验结果表明该量表具有很好的信度和效度。
其次,本研究梳理和回顾了品牌关系的相关文献,对其测量变量进行了汇总,结合消费者定性访谈结果,确定网店品牌关系包含3个测量维度：网店信任、网店亲密感和网店忠诚。并对其测量量表信度和效度进行了科学的检验。
最后,本研究以品牌资产金字塔理论和品牌关系动态过程理论为基础,构建了B2C网店品牌资产各维度对网店忠诚影响机理的理论模型,并对理论模型进行了实证检验。研究结果表明网店信任和网店亲密感是B2C网店品牌资产与网店忠诚的中介变量。网店忠诚最直接的前因是网店信任和网店亲密感,其中网店信任对网店忠诚的影响更为显著,同时网店信任还会通过网店亲密感间接影响网店忠诚。网店知名、产品质量、网店审美、网店体验和形象一致性的品牌资产维度通过网店信任间接影响网店忠诚；其中产品质量和形象一致性对网店忠诚还有一定程度的直接影响；网店互动对网店信任没有影响。网店互动、网店体验和形象一致性通过网店亲密感间接影响网店忠诚；网店知名对网店亲密感存在直接的负向影响关系。网店审美和产品质量对网店亲密感没有直接影响,通过网店信任间接影响网店亲密感。
本研究的创新点：(1)在界定B2C网店品牌资产概念的基础上开发了B2C网店品牌资产测量量表。B2C网店品牌资产测量维度包括网店互动,网店审美、产品质量、网店知名、网店体验和形象一致性,并基于中国网络消费者样本开发的相应测量量表。本量表与以往研究相比更具针对性和全面性,并为诊断B2C网店品牌资产提供有效工具。(2)验证了网店信任、网店亲密感和网店忠诚为B2C网店品牌关系的3个构成维度。这一结论真实反映了目前中国互联网环境中消费者与网店品牌关系的三种关系状态；丰富了互联网环境下品牌关系的理论体系,为其他学者进行相应的研究提供了有益的借鉴。(3)构建了B2C网店品牌资产通过网店信任和网店亲密感影响网店忠诚的理论模型。在互联网环境中首次尝试检验了网店信任和网店亲密感为中介变量的B2C网店品牌资产各维度对网店忠诚影响机理,深化了品牌资产与品牌忠诚的关系理论,丰富并拓展了品牌资产的理论体系；拓展了品牌忠诚的前因研究；并为网店通过品牌建设获得顾客、通过品牌关系管理保留顾客的营销实践提供了战略方向。
With the fast development of shopping website, the brand advantages become more and more obviously among the competitions. However, because of the virtual characteristic of the shopping website, there are some differences aspects between shopping website and traditional shop stores in the component and measurement of the brand equity, as well as the loyalty relationship between shopping website and its customers. Hence, according to these challenges, this paper started following researches from three aspects:
First, based on the previously literature reviewing about brand equity, this paper defined B2C shopping website brand equity based on customer aspects as:the diversified comprehensive responds of the brand recognition, affections and symbolic means from consumer to B2C tails. According to this definition and combined the qualitative consumer interviewing, it further analyses the dimensions of the B2C shopping website brand equity based on customers and divided the brand equity as 6 dimensions, including:website interaction, website aesthetics, product quality, website awareness, website experience and image congruence and then developed its measurement scale. This paper developed the measurement scale from above six dimensions based on the internet customers sample data, and the test result indicated that the scale has both good reliability and validity.
Besides, this paper reviewed the related literatures about brand relationship theory and summarized the measuring construction variables. Combined with consumers'qualitative interviewing, this paper defined three dimensions from the relationship between customers and shopping website brand:website trust, website intimacy and website loyalty, and then tested the reliability and validity of the measurement scale.
Finally, this paper proposes a theoretical model of the effects mechanism of B2C shopping website brand equity on website loyalty based on brand equity pyramided theory and dynamic processes brand relationship theory from customer's aspect. Then this paper makes the empirical test and finds that website trust and website intimacy are the mediator variables between website brand equity and website loyalty. The directly antecedent variables of website loyalty are website trust and website intimacy, and the website trust has more significant effects on website loyalty. Meanwhile, website trust can also influence website loyalty through website intimacy. Website awareness, product quality, website aesthetics, website experience and image congruence can indirectly have effects on website loyalty through website trust. Among these, product quality and image congruence have directly impacts on website loyalty (has small coefficient compared with none intermediate variables); There is no relationship between website interaction and website trust. Website interaction, website experience and image congruence can indirectly influence website loyalty through website intimacy; Website awareness has negative impacts on website intimacy. There is no relationship between product quality and website intimacy, it has indirectly impacts on website intimacy through website trust.
The innovation points of this paper are:(1) This research defines the definition of B2C shopping website brand equity and develops out the measurement scale. B2C shopping website brand equity measurement scale includes six dimensions:website interaction, website aesthetics, product quality, website awareness, website experience and image congruence, and then develops its measurement scale according to the Chinese internet customer sample data. Compared to previous studies, this paper has more specific and rounded characters on B2C shopping website brand equity measurement, and also provides useful tools for diagnosing B2C shopping website brand equity. (2) This research tests the relationship dimensions of B2C shopping website brand, including website trust, website intimacy and website loyalty. This conclusion truly reflects these three kinds of relationships between consumers and shopping website under the Chinese internet environments; it enriches the brand relationship theory system under the internet environment and also provide guidance for other scholars. (3) This paper establishes the theoretical model of B2C shopping website brand equity on website loyalty through website trust and website intimacy. This paper is the first one which chooses website trust and website intimacy as intermediate variables to do the empirical study about the effects mechanism of B2C shopping website on website loyalty under the internet environment. This paper expands the relationship between brand equity and brand loyalty and also enriches brand equity theory system; expands the prefactor of brand loyalty; and also provides strategic guidance for shopping website to acquire its customer through brand establishment and to retain its customers through brand relationship management development.
引文
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