电子商务平台服务质量对品牌资产的影响机理研究
|
摘要
随着我国互联网的高速发展,网络环境的日益完善,网民规模正在迅速扩大。网民逐渐习惯了从互联网上获取各种信息到从互联网上进行网络消费,由此催生了一批以互联网为生存和发展空间的电子商务平台服务品牌,这些服务品牌通过购物网站为消费者提供丰富的信息、商品和服务,以谋求自身的发展和成长。
与实体商店不同的是,这种通过购物网站与消费者接触的模式虽然拉开了消费者与网络服务商之间的距离,但是却拉近了消费者与服务之间的距离,增加了消费者的服务获取性。作为商业品牌,电子商务平台品牌在追求成长和发展的过程中,会与其他的电子商务平台品牌为争夺消费者和获取交易额而发生激烈的竞争。这种竞争其实是购物网站之间品牌的竞争,电商服务品牌作为成为联结购物网站与网民的桥梁,在互联网时代已经融入了人们的生活,在人们生活中扮演者越来越重要的角色,成为一个品牌购物网站无论是对服务企业自身还是对消费者来说都是至关重要的。作为互联网服务品牌,现在电子商务平台品牌之间的竞争的重点主要是围绕服务这一主题而展开。通过为消费者提供丰富的商品信息和应用服务,让消费者从网络购物体验中感知到电子商务平台品牌在服务方面的质量和价值,让消费者降低网络服务品牌感知风险,产生对这一品牌的信任感,逐渐形成对电子商务平台品牌的情感偏好与情感依赖,强化品牌与消费者之间的联结,在其内心深度嵌入对品牌的认知和联想,从态度和行为上对这一品牌的忠诚。因此,购物网站品牌如何通过网站功能设计以提高其服务质量,有效的吸引并维持消费者成为提升电子商务平台品牌竞争力的关键。本研究选择电子商务平台服务质量对品牌资产的影响机理作为研究主题,从理论和实证方面探索电商服务质量的内容和维度及其对购物网站品牌资产的作用机理。
围绕本研究的选题,本文主要解决了两个问题：一个是电子商务平台服务质量的内容和维度；二是电商服务质量通过何种路径影响购物网站品牌资产。以往对购物网站的品牌资产的研究主要围绕顾客价值、品牌关系、顾客满意度和顾客重购意向,很少有人研究顾客价值感知与品牌信任之间的关系及其对品牌资产的影响,更是鲜有人聚焦于服务质量对品牌资产的影响研究。因此,本文研究了电子商务平台服务质量对购物网站品牌资产的影响作用和影响路径,探讨了他们之间的关系。
首先,本文在文献研究的基础上,对电商服务质量、顾客感知价值、品牌信任和品牌资产方面的相关研究进行了述评,并对当前中国消费者访问量最高的前15名品牌购物网站的服务特征进行了分析,通过小组访谈形式形成电商服务质量维度的轴心问项,通过探索性因子分析和验证性因子分析确定了电商服务质量的五个维度,并以此作为后续的研究基础。
其次,本研究构建了电子商务平台服务质量对品牌资产的影响机理概念模型,并提出相关假设,通过实证的方式对模型进行了拟合检验和假设检验。本文从消费者行为理论的“感知——态度——行为”范式构建了电商服务质量对品牌资产的影响理论模型和操作模型,对影响机理进行分析,并提出相关研究假设。通过实证分析发现,服务易用性对顾客感知功能价值和品牌可靠性有显著的正向影响；服务响应性对顾客感知情感价值、品牌可靠性和品牌意向性有显著的正向影响；服务履行性对顾客感知功能价值、情感价值和品牌可靠性有显著的正向影响；服务移情性对功能价值、情感价值、品牌可靠性和品牌意向性均有显著的正向影响。服务安全性对功能价值、品牌可靠性和品牌意向性有显著的正向作用。服务易用性对功能价值的作用非常明显,也说明了购物网站的简单易用成为消费者对其功能要求的重点。服务移情性的影响作用说明购物网站还应该多为顾客考虑,提高与顾客之间的服务交互,让其感受到价值和信任。
再次,本文还验证了顾客感知价值、品牌信任与品牌资产三者之间的关系。通过实证研究发现,顾客感知价值的维度对品牌信任维度均有显著的正向影响,情感价值、品牌可靠性和品牌意向性对品牌资产的两个维度(品牌联想和品牌忠诚)存在显著的正向影响。功能价值对品牌联想有显著的正向影响但对品牌忠诚维度却没有显著的影响作用。这一结论也解释了追求功利性的消费者会因为购物网站很好的满足了其功能需求,通过反复的登陆进行信息的搜寻和对比,然后再做消费决策,当感知其他购物网站价值较高时,消费者容易发生品牌转换行为。
最后,根据以上实证分析和研究结论,本文围绕提升电商服务质量给出启示性策略。本文提出对于购物网站应该从系统质量、信息质量、交互方式和社区构建几个方面进行服务营销策略的开发。
本文的主要创新点在于以下几点：第一,提出新的研究路径。电商服务质量并非像以往的学者所研究的仅仅是通过顾客价值对品牌资产形成影响,我们发现在这一影响路径中,消费者对品牌的信任扮演者重要的角色,电商通过服务让消费者对其品牌产生感知价值和品牌信任,然后同时通过感知价值和品牌信任来共同影响品牌资产。第二,验证了电商服务质量与品牌信任的影响关系,即电子商务平台服务质量各维度对品牌信任各维度的影响关系。在此之前,学者们对电子商务平台对品牌资产作用机理研究上主要是集中感知价值和消费者满意度等方面,但没有着重研究电商服务质量对品牌信任的影响。第三,解决了感知价值和品牌信任的关系的争议。学术界对于信任和感知价值的关系存在着很大的争议,有学者认为是信任影响感知价值,也有学者认为是感知价值影响信任。本研究基于电子商务平台品牌对消费者感知价值和品牌信任进行了测量,通过结构方程模型验证了是顾客感知价值对品牌信任存在显著影响。第四,开发了适合中国情景的电商服务质量量表。由于中西方文化存在很大的差异,中西方的消费者的网络消费行为和决策行为也存在着很大的差异。本研究在文献研究和小组访谈的基础上,构建了符合中国文化情景的电子商务平台服务质量量表,通过问卷调查,探索性因子分析和验证性因子分析,最终形成了有效的电商服务质量测量量表。
With the rapid development of the Internet, and the network environment improved gradually, the netizen are rapidly expanding. The netizen are becoming online consumers because they are accustomed to obtain a variety of information from the Internet, which spawned a number of service brands of e-commerce platforms whose survival and development are based on the Internet. These service brands seek their own development and growth by providing consumers a great deal of information, goods and services by their shopping sites.
Although the way shopping site encounters consumers opens a big gap from consumers to service provider, it narrows down the distance between consumers and service itself and increases accessibility of those services, which is different to physical stores. As a commercial brand, e-commerce platform will have fierce competition with other e-commerce platforms in the pursuit of growth and development process for consumers and transactions. This competition is actually brands competition, service brands of e-commerce platforms which serve as the bridge linking between the brand shopping sites and consumers, have been integrated into people's lives and playing increasingly important role for both of them in the Internet era. As Internet service brands, competition among e-commerce platforms is mainly carried out around the theme of the service. A wealth of product information and application services is provided so that consumers can perceive service quality and value of e-commerce platforms from the online shopping experience. By reducing the risk perception, generating a sense of trust in the brand, e-commerce platform can gradually build a bond to consumers from emotional preferences and dependency, which embeds the brand awareness and association in the heart of consumers, and form into their attitudes and behaviors of loyalty to the brand. Therefore, the key to enhance brand competitiveness for e-commerce platforms can be done by attracting and maintaining consumer through designs to improve its service quality. In this study, we chose mechanism of the impact of e-service quality on brand equity as a research topic, to explore the mechanism of dimensions of e-service quality on brand equity of shopping sites from the theoretical and empirical aspects.
Around the topic of this study, this dissertation solves two problems:No.1is the quality of service of e-commerce platform, which is the dimensions of the e-service quality; No.2, through what paths e-service quality of shopping website can has the impact on brand equity. Previous studies on the brand equity of shopping sites are mainly focused on customer value, brand relations, customer satisfaction and customer repurchase intention, few people research the relationship between customers perceived value and trust their impact on brand equity, it is rarely researched. Therefore, this dissertation studied the dimensions of e-service quality and its impact on brand equity of shopping website and influence paths to explore the relationship between them.
Firstly, related literature review is done around e-service quality, customer perceived value, brand trust and brand equity. We analyzed the top15brand shopping sites which have the highest page view of Chinese consumers to form their features, combined to which the key question items of the dimensions of e-service quality were formed through group interviews were carried out. The five dimensions of e-service quality are determined by exploratory factor analysis and confirmatory factor analysis to determine as a basis for subsequent research.
Secondly, this study built conceptual model around the impact mechanism e-commerce platform service quality on brand equity and proposed hypotheses based on the model. The model fitting and hypotheses testing were conducted by empirical testing. In this dissertation, based on the paradigm of "perception-attitude behavior" of the theory of consumer behavior, theoretical models and operating model were built. Through the analysis of mechanism hypotheses were proposed. Empirical analysis demonstrate that usability has a significant positive effect to customer perceived functional value and brand reliability; Responsiveness has a significant positive on effect perceived emotional value, brand reliability and brand intention; Fulfillment has a significant positive effect on perceived functional value, emotional value and brand reliability. Empathy has a significant positive effect on perceived functional value, emotional value, brand reliability and brand intention. Safety has a significant positive effect on functional value, brand reliability and brand intention. Usability effect is very the most of all, it illustrates that a simple-to-use shopping site has become the focus of consumers'functional requirements, shopping sites should consider more for customers, improve service interactions between two sides so as to improve customers perceived value and trust.
Thirdly, the relationship among customer perceived value, brand trust and brand equity was also verified. The empirical study found that the dimensions of customer perceived value have dimensions of brand trust. Emotional value, brand reliability and brand intent have significant positive impact on brand equity (brand association and brand loyalty). Functional value has a significant positive effect on brand association, but not on brand loyalty. This conclusion also explains the utilitarian consumers repeatedly landing in to search and compare information from the shopping site whose function meets consumers'requirements well, and then do the consumer decision-making. When the other shopping sites were perceived with higher value, consumers are prone to generating brand switching behavior.
Finally, based on empirical research findings, brand equity enhancing strategy was proposed focusing on the service quality of e-commerce platform. In this dissertation, shopping sites should conduct several aspects from the system quality, information quality, interaction ways and community building to develop service marketing strategies.
The main innovation of this dissertation is the following:first, new research path was proposed. Not like previous studies that the impact of e-service quality on brand equity is only through customer perceived value, we found that another impact path brand trust the brand played an important role. It is the virtual contact between e-commerce platform and consumers that make consumers perceive brand value and generate brand trust, which simultaneously effect brand equity. Second, the relationship between e-service quality and brand trust was verified. That is to say, dimensions of service quality of e-commerce platforms have impact on dimensions of brand trust. Previous studies mainly focused on perceived brand value and consumer satisfaction, the impact of e-service quality on brand trust was not well researched. Third, the controversy relationship between perceived value and brand trust was solved based on e-commerce platforms. There was a controversy about the relationship between perceived value and trust. Some scholars believed it was the trust that affect the perceived value, some scholars believed the reverse. Customer perceived value and brand trust were measured based on e-commerce platforms, we validated that customer perceived value has a significant impact on brand trust though structural equation model. Fourth, the e-service quality scale fit for the Chinese scenarios was developed. Because of the big differences between Chinese and Western cultures, there were also significant differences between Chinese and Western consumers on behaviors of online consumption and decision-making. In this study, e-service quality scale was constructed and validated by exploratory factor analysis and confirmatory factor analysis based on the e-commerce platforms brand in China.
与实体商店不同的是,这种通过购物网站与消费者接触的模式虽然拉开了消费者与网络服务商之间的距离,但是却拉近了消费者与服务之间的距离,增加了消费者的服务获取性。作为商业品牌,电子商务平台品牌在追求成长和发展的过程中,会与其他的电子商务平台品牌为争夺消费者和获取交易额而发生激烈的竞争。这种竞争其实是购物网站之间品牌的竞争,电商服务品牌作为成为联结购物网站与网民的桥梁,在互联网时代已经融入了人们的生活,在人们生活中扮演者越来越重要的角色,成为一个品牌购物网站无论是对服务企业自身还是对消费者来说都是至关重要的。作为互联网服务品牌,现在电子商务平台品牌之间的竞争的重点主要是围绕服务这一主题而展开。通过为消费者提供丰富的商品信息和应用服务,让消费者从网络购物体验中感知到电子商务平台品牌在服务方面的质量和价值,让消费者降低网络服务品牌感知风险,产生对这一品牌的信任感,逐渐形成对电子商务平台品牌的情感偏好与情感依赖,强化品牌与消费者之间的联结,在其内心深度嵌入对品牌的认知和联想,从态度和行为上对这一品牌的忠诚。因此,购物网站品牌如何通过网站功能设计以提高其服务质量,有效的吸引并维持消费者成为提升电子商务平台品牌竞争力的关键。本研究选择电子商务平台服务质量对品牌资产的影响机理作为研究主题,从理论和实证方面探索电商服务质量的内容和维度及其对购物网站品牌资产的作用机理。
围绕本研究的选题,本文主要解决了两个问题：一个是电子商务平台服务质量的内容和维度；二是电商服务质量通过何种路径影响购物网站品牌资产。以往对购物网站的品牌资产的研究主要围绕顾客价值、品牌关系、顾客满意度和顾客重购意向,很少有人研究顾客价值感知与品牌信任之间的关系及其对品牌资产的影响,更是鲜有人聚焦于服务质量对品牌资产的影响研究。因此,本文研究了电子商务平台服务质量对购物网站品牌资产的影响作用和影响路径,探讨了他们之间的关系。
首先,本文在文献研究的基础上,对电商服务质量、顾客感知价值、品牌信任和品牌资产方面的相关研究进行了述评,并对当前中国消费者访问量最高的前15名品牌购物网站的服务特征进行了分析,通过小组访谈形式形成电商服务质量维度的轴心问项,通过探索性因子分析和验证性因子分析确定了电商服务质量的五个维度,并以此作为后续的研究基础。
其次,本研究构建了电子商务平台服务质量对品牌资产的影响机理概念模型,并提出相关假设,通过实证的方式对模型进行了拟合检验和假设检验。本文从消费者行为理论的“感知——态度——行为”范式构建了电商服务质量对品牌资产的影响理论模型和操作模型,对影响机理进行分析,并提出相关研究假设。通过实证分析发现,服务易用性对顾客感知功能价值和品牌可靠性有显著的正向影响；服务响应性对顾客感知情感价值、品牌可靠性和品牌意向性有显著的正向影响；服务履行性对顾客感知功能价值、情感价值和品牌可靠性有显著的正向影响；服务移情性对功能价值、情感价值、品牌可靠性和品牌意向性均有显著的正向影响。服务安全性对功能价值、品牌可靠性和品牌意向性有显著的正向作用。服务易用性对功能价值的作用非常明显,也说明了购物网站的简单易用成为消费者对其功能要求的重点。服务移情性的影响作用说明购物网站还应该多为顾客考虑,提高与顾客之间的服务交互,让其感受到价值和信任。
再次,本文还验证了顾客感知价值、品牌信任与品牌资产三者之间的关系。通过实证研究发现,顾客感知价值的维度对品牌信任维度均有显著的正向影响,情感价值、品牌可靠性和品牌意向性对品牌资产的两个维度(品牌联想和品牌忠诚)存在显著的正向影响。功能价值对品牌联想有显著的正向影响但对品牌忠诚维度却没有显著的影响作用。这一结论也解释了追求功利性的消费者会因为购物网站很好的满足了其功能需求,通过反复的登陆进行信息的搜寻和对比,然后再做消费决策,当感知其他购物网站价值较高时,消费者容易发生品牌转换行为。
最后,根据以上实证分析和研究结论,本文围绕提升电商服务质量给出启示性策略。本文提出对于购物网站应该从系统质量、信息质量、交互方式和社区构建几个方面进行服务营销策略的开发。
本文的主要创新点在于以下几点：第一,提出新的研究路径。电商服务质量并非像以往的学者所研究的仅仅是通过顾客价值对品牌资产形成影响,我们发现在这一影响路径中,消费者对品牌的信任扮演者重要的角色,电商通过服务让消费者对其品牌产生感知价值和品牌信任,然后同时通过感知价值和品牌信任来共同影响品牌资产。第二,验证了电商服务质量与品牌信任的影响关系,即电子商务平台服务质量各维度对品牌信任各维度的影响关系。在此之前,学者们对电子商务平台对品牌资产作用机理研究上主要是集中感知价值和消费者满意度等方面,但没有着重研究电商服务质量对品牌信任的影响。第三,解决了感知价值和品牌信任的关系的争议。学术界对于信任和感知价值的关系存在着很大的争议,有学者认为是信任影响感知价值,也有学者认为是感知价值影响信任。本研究基于电子商务平台品牌对消费者感知价值和品牌信任进行了测量,通过结构方程模型验证了是顾客感知价值对品牌信任存在显著影响。第四,开发了适合中国情景的电商服务质量量表。由于中西方文化存在很大的差异,中西方的消费者的网络消费行为和决策行为也存在着很大的差异。本研究在文献研究和小组访谈的基础上,构建了符合中国文化情景的电子商务平台服务质量量表,通过问卷调查,探索性因子分析和验证性因子分析,最终形成了有效的电商服务质量测量量表。
With the rapid development of the Internet, and the network environment improved gradually, the netizen are rapidly expanding. The netizen are becoming online consumers because they are accustomed to obtain a variety of information from the Internet, which spawned a number of service brands of e-commerce platforms whose survival and development are based on the Internet. These service brands seek their own development and growth by providing consumers a great deal of information, goods and services by their shopping sites.
Although the way shopping site encounters consumers opens a big gap from consumers to service provider, it narrows down the distance between consumers and service itself and increases accessibility of those services, which is different to physical stores. As a commercial brand, e-commerce platform will have fierce competition with other e-commerce platforms in the pursuit of growth and development process for consumers and transactions. This competition is actually brands competition, service brands of e-commerce platforms which serve as the bridge linking between the brand shopping sites and consumers, have been integrated into people's lives and playing increasingly important role for both of them in the Internet era. As Internet service brands, competition among e-commerce platforms is mainly carried out around the theme of the service. A wealth of product information and application services is provided so that consumers can perceive service quality and value of e-commerce platforms from the online shopping experience. By reducing the risk perception, generating a sense of trust in the brand, e-commerce platform can gradually build a bond to consumers from emotional preferences and dependency, which embeds the brand awareness and association in the heart of consumers, and form into their attitudes and behaviors of loyalty to the brand. Therefore, the key to enhance brand competitiveness for e-commerce platforms can be done by attracting and maintaining consumer through designs to improve its service quality. In this study, we chose mechanism of the impact of e-service quality on brand equity as a research topic, to explore the mechanism of dimensions of e-service quality on brand equity of shopping sites from the theoretical and empirical aspects.
Around the topic of this study, this dissertation solves two problems:No.1is the quality of service of e-commerce platform, which is the dimensions of the e-service quality; No.2, through what paths e-service quality of shopping website can has the impact on brand equity. Previous studies on the brand equity of shopping sites are mainly focused on customer value, brand relations, customer satisfaction and customer repurchase intention, few people research the relationship between customers perceived value and trust their impact on brand equity, it is rarely researched. Therefore, this dissertation studied the dimensions of e-service quality and its impact on brand equity of shopping website and influence paths to explore the relationship between them.
Firstly, related literature review is done around e-service quality, customer perceived value, brand trust and brand equity. We analyzed the top15brand shopping sites which have the highest page view of Chinese consumers to form their features, combined to which the key question items of the dimensions of e-service quality were formed through group interviews were carried out. The five dimensions of e-service quality are determined by exploratory factor analysis and confirmatory factor analysis to determine as a basis for subsequent research.
Secondly, this study built conceptual model around the impact mechanism e-commerce platform service quality on brand equity and proposed hypotheses based on the model. The model fitting and hypotheses testing were conducted by empirical testing. In this dissertation, based on the paradigm of "perception-attitude behavior" of the theory of consumer behavior, theoretical models and operating model were built. Through the analysis of mechanism hypotheses were proposed. Empirical analysis demonstrate that usability has a significant positive effect to customer perceived functional value and brand reliability; Responsiveness has a significant positive on effect perceived emotional value, brand reliability and brand intention; Fulfillment has a significant positive effect on perceived functional value, emotional value and brand reliability. Empathy has a significant positive effect on perceived functional value, emotional value, brand reliability and brand intention. Safety has a significant positive effect on functional value, brand reliability and brand intention. Usability effect is very the most of all, it illustrates that a simple-to-use shopping site has become the focus of consumers'functional requirements, shopping sites should consider more for customers, improve service interactions between two sides so as to improve customers perceived value and trust.
Thirdly, the relationship among customer perceived value, brand trust and brand equity was also verified. The empirical study found that the dimensions of customer perceived value have dimensions of brand trust. Emotional value, brand reliability and brand intent have significant positive impact on brand equity (brand association and brand loyalty). Functional value has a significant positive effect on brand association, but not on brand loyalty. This conclusion also explains the utilitarian consumers repeatedly landing in to search and compare information from the shopping site whose function meets consumers'requirements well, and then do the consumer decision-making. When the other shopping sites were perceived with higher value, consumers are prone to generating brand switching behavior.
Finally, based on empirical research findings, brand equity enhancing strategy was proposed focusing on the service quality of e-commerce platform. In this dissertation, shopping sites should conduct several aspects from the system quality, information quality, interaction ways and community building to develop service marketing strategies.
The main innovation of this dissertation is the following:first, new research path was proposed. Not like previous studies that the impact of e-service quality on brand equity is only through customer perceived value, we found that another impact path brand trust the brand played an important role. It is the virtual contact between e-commerce platform and consumers that make consumers perceive brand value and generate brand trust, which simultaneously effect brand equity. Second, the relationship between e-service quality and brand trust was verified. That is to say, dimensions of service quality of e-commerce platforms have impact on dimensions of brand trust. Previous studies mainly focused on perceived brand value and consumer satisfaction, the impact of e-service quality on brand trust was not well researched. Third, the controversy relationship between perceived value and brand trust was solved based on e-commerce platforms. There was a controversy about the relationship between perceived value and trust. Some scholars believed it was the trust that affect the perceived value, some scholars believed the reverse. Customer perceived value and brand trust were measured based on e-commerce platforms, we validated that customer perceived value has a significant impact on brand trust though structural equation model. Fourth, the e-service quality scale fit for the Chinese scenarios was developed. Because of the big differences between Chinese and Western cultures, there were also significant differences between Chinese and Western consumers on behaviors of online consumption and decision-making. In this study, e-service quality scale was constructed and validated by exploratory factor analysis and confirmatory factor analysis based on the e-commerce platforms brand in China.
引文
[1]Aaker D A. Measuring brand equity across products and markets[J]. California management review,1996,38(3):102-120.
[2]Aaker D.A. Managing Brand Equity:Capitalizing on the value of a brand name[M]. New York:Free Press,1991.
[3]Aaker J L. Dimensions of brand personality[J]. Journal of Marketing research, 1997:347-356.
[4]Aaker, David A. Measuring brand equity across products and markets [J]. California Managem en t Review,1996, (3):1-120.
[5]Achrol R S, Kotler P. Marketing in the network economy [J]. The Journal of Marketing,1999:146-163.
[6]Adams, DA, Nelson, RR, Todd, PA. Perceived usefulness, ease of use and usage of information technology:a replication[J].MIS Quarterly,1992,16 (2):227-247.
[7]Ailawadi K L, Lehmann D R, Neslin S A. Revenue premium as an outcome measure of brand equity[J]. Journal of Marketing,2003:1-17.
[8]Alam S S, Yasin N M. The antecedents of online brand trust: Malaysian evidence[J]. Journal of Business Economics and Management,2010 (2):210-226.
[9]Ambler T. How much of brand equity is explained by trust?[J]. Management Decision,1997,35(4):283-292.
[10]Aurier P, N'Goala G. The differing and mediating roles of trust and relationship commitment in service relationship maintenance and development[J]. Journal of the Academy of Marketing Science,2010,38(3):303-325.
[11]Auty S, Elliott R. Fashion involvement, self-monitoring and the meaning of brands[J]. Journal of Product & Brand Management,1998,7(2):109-123.
[12]Babakus E, Mangold W G. Adapting the SERVQUAL scale to hospital services: An empirical investigation[J]. Health services research,1992,26(6):767.
[13]Baker J, Grewal D, Parasuraman A. The effect of store atmosphere on customer quality perceptions and store image[J]. Stores,1995,77.
[14]Baker J, Grewal D, Parasuraman A. The influence of store environment on quality inferences and store image[J]. Journal of the Academy of Marketing Science,1994, 22(4):328-339.
[15]Baldinger A L, Rubinson J. Brand loyalty:The link between attitude and behavior[J]. Journal of Advertising Research,1996,36(1):22-36.
[16]Barnes S J, Vidgen R T. An integrative approach to the assessment of e-commerce quality [J]. J. Electron. Commerce Res.,2002,3(3):114-127.
[17]Barsky J, Nash L. Evoking emotion:Affective keys to hotel loyalty[J]. The Cornell Hotel and Restaurant Administration Quarterly,2002,43(1):39-46.
[18]Bauer H H, Falk T, Hammerschmidt M. eTransQual:A transaction process-based approach for capturing service quality in online shopping[J]. Journal of Business Research,2006,59(7):866-875.
[19]Bebko C P, Garg R K. Perceptions of responsiveness in service delivery[J]. Journal of Hospital Marketing,1995,9(2):35.
[20]Becerra E P, Korgaonkar P K. Effects of trust beliefs on consumers' online intentions [J]. European Journal of Marketing,2011,45(6):936-962.
[21]Belanger F, Hiller J S, Smith W J. Trustworthiness in electronic commerce:The role of privacy, security, and site attributes [J]. The Journal of Strategic Information Systems,2002,11(3):245-270.
[22]Berry L L. Cultivating service brand equity [J]. Journal of the Academy of Marketing Science,2000,28(1):128-137.
[23]Bickart B, Schindler R M. Internet forums as influential sources of consumer information[J]. Journal of interactive marketing,2001,15(3):31-40.
[24]Blackston M. Observations:Building brand equity by managing the brand's relationships [J]. Journal of advertising research,1992,32(3):79-83.
[25]Bonner P G, Nelson R. Product attributes and perceived quality:Foods[J].1985.
[26]Bourdeau L, Chebat J C, Couturier C. Internet consumer value of university students:E-mail-vs.-Web users[J]. Journal of Retailing and Consumer Services, 2002,9(2):61-69.
[27]Bowers M R, Swan J E, Koehler W F. What attributes determine quality and satisfaction with health care delivery? [J]. Health Care Management Review,1994, 19(4):49-55.
[28]Brasco T C. How brand name are valued for acquisitions[J]. MA:Marketing science institute,1988:88-104.
[29]Brislin R W. Translation and content analysis of oral and written material[J]. Handbook of cross-cultural psychology,1980,2(2):349-444.
[30]Butz Jr H E, Goodstein L D. Measuring customer value:Gaining the strategic advantage[J]. Organizational dynamics,1997,24(3):63-77.
[31]Cao M, Zhang Q, Seydel J. B2C e-commerce web site quality:An empirical examination [J]. Industrial Management & Data Systems,2005,105(5):645-661.
[32]Caruana A, Ewing M T. How corporate reputation, quality, and value influence online loyalty[J]. Journal of Business Research,2010,63(9):1103-1110.
[33]Chang H H, Chen S W. The impact of online store environment cues on purchase intention:Trust and perceived risk as a mediator[J]. Online Information Review, 2008,32(6):818-841.
[34]Chang T P V, Rhodes J, Lok P. The mediating effect of brand Trust between online customer reviews and willingness to buy[J]. Journal of Electronic Commerce in Organizations (JECO),2013,11(1):22-42.
[35]Chaudhuri, A. and Holbrook,M.B.The chain of effects from brand trust and brand effect to brand performance:The role of brand loyalty [J]. Journal of Marketing, 2001,65(2):81-93.
[36]Chen C F, Chen F S. Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists[J]. Tourism Management,2010,31(1): 29-35.
[37]Chen C F, Tsai M H. Perceived value, satisfaction, and loyalty of TV travel product shopping:Involvement as a moderator[J]. Tourism Management,2008,29(6): 1166-1171.
[38]Chen C F. Investigating structural relationships between service quality, perceived value, satisfaction, and behavioral intentions for air passengers:Evidence from Taiwan[J]. Transportation Research Part A:Policy and Practice,2008,42(4): 709-717.
[39]Chen S C, Dhillon G S. Interpreting dimensions of consumer trust in e-commerce[J]. Information Technology and Management,2003,4(2-3):303-318.
[40]Chen S J, Chang T Z. A descriptive model of online shopping process:some empirical results[J]. International Journal of Service Industry Management,2003, 14(5):556-569.
[41]Chen Z, Dubinsky A J. A conceptual model of perceived customer value in e-commerce:A preliminary investigation[J]. Psychology & Marketing,2003,20(4): 323-347.
[42]Cheng V, Rhodes J, Lok P. Online customer reviews and willingness to purchase: Brand trust as a mediating variable[J]. Macquarie University Research Online. 2012.
[43]Childers T L, Carr C L, Peck J, et al. Hedonic and utilitarian motivations for online retail shopping behavior[J]. Journal of retailing,2002,77(4):511-535.
[44]Chiu C M, Wang E T G, Fang Y H, et al. Understanding customers' repeat purchase intentions in B2C e-commerce:the roles of utilitarian value, hedonic value and perceived risk[J]. Information Systems Journal,2012.
[45]Chiu S P, Chuang L W, Hsu M H. Perceived quality, perceived value and repurchase decision in online shopping context[J]. Applied Mechanics and Materials,2013,31(1):43-48.
[46]Choi,J.,Seol,H. & Lee, S. et al. Customer satisfaction factors of mobile commence in Korea[J]. Internet Research,2008,18(3):313-335.
[47]Christina. An analysis of antecedents and consequences of trust in a corporate brand[J]. European journal of Marketing,2007,41(10):999-1015.
[48]Christodoulides G, De Chernatony L. Consumer-based brand equity conceptualization and measurement:A literature review[J]. International journal of research in marketing,2010,52(1):43-66.
[49]Churchill Jr G A. A paradigm for developing better measures of marketing constructs [J]. Journal of marketing research,1979,16(1):64-73.
[50]Cohen J, Cohen P, West S G, et al. Applied multiple regression correlation analysis for the behavioral sciences Erlbaum[J]. Hillsdale, NJ,1983.
[51]Coulter K S, Coulter R A. Determinants of trust in a service provider:the moderating role of length of relationship[J]. Journal of Services Marketing,2002, 16(1):35-50.
[52]Cristobal E, Flavian C, Guinaliu M. Perceived e-service quality (PeSQ): measurement validation and effects on consumer satisfaction and web site loyalty[J]. Managing Service Quality,2007,17(3):317-340.
[53]Cronin Jr J J, Taylor S A. Measuring service quality:a reexamination and extension[J]. The journal of marketing,1992:55-68.
[54]Cyr D, Head M, Ivanov A. Design aesthetics leading to m-loyalty in mobile commerce[J]. Information & Management,2006,43(8):950-963.
[55]Davis F D. Perceived usefulness, perceived ease of use, and user acceptance of information technology [J]. MIS quarterly,1989:319-340.
[56]Deighton, J. The future of interactive marketing [J]. Harvard Business Review, 1996,74,151-166.
[57]Delgado-Ballester E, Munuera-Aleman J L, Yague-Guillen M J. Development and validation of a brand trust scale[J]. International Journal of Market Research,2003, 45(1):35-54.
[58]Delgado-Ballester E, Munuera-Aleman J L. Does brand trust matter to brand equity?[J]. Journal of product & brand management,2005,14(3):187-196.
[59]Dholakia U M, Rego L L. What makes commercial Web pages popular?:An empirical investigation of Web page effectiveness[J]. European Journal of Marketing,1998,32(7):724-736.
[60]Dholakia U M. A motivational process model of product involvement and consumer risk perception[J]. European Journal of marketing,2001,35(12): 1340-1362.
[61]Dick A S, Basu K. Customer loyalty:toward an integrated conceptual framework[J]. Journal of the academy of marketing science,1994,22(2):99-113.
[62]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.
[63]Doney P M, Cannon J P. An examination of the nature of trust in buyer-seller relationships[J], the Journal of Marketing,1997:35-51.
[64]Elena, D.B. and Jose, L.M.A. Brand trust in the context of consumer Loyalty[J]. European Journal of Marketing,2001,25(11):1238-1258.
[65]Elena,D.B. Applicability of a brand trust scale across product categories [J]. European Journal of Marketing,2004,35(5):573-592.
[66]Erden, T. and Swait, J. Brand equity as a signaling phenomenon [J]. Journal of Consumer psychology,1998,7(2):131-157.
[67]Escalas J E, Stern B B. Sympathy and empathy:Emotional responses to advertising dramas[J]. Journal of Consumer Research,2003,29(4):566-578.
[68]Farquhar, P.H. Managing Brand Equity[J]. Journal of Marketing Research, 1990,(4):7-12.
[69]Fassnacht M, Koese I. Quality of electronic services conceptualizing and testing a hierarchical model[J]. Journal of service research,2006,9(1):19-37.
[70]Feldwick P. What is brand equity anyway, and how do you measure it?[J]. Journal of the Market Research Society,1996,38(2):85-104.
[71]Feng J, Lazar J, Preece J. Empathy and online interpersonal trust:A fragile relationship [J]. Behaviour & Information Technology,2004,23(2):97-106.
[72]Flavian C, Guinaliu M, Torres E. The influence of corporate image on consumer trust: A comparative analysis in traditional versus internet banking [J]. Internet Research,2005,15(4):447-470.
[73]Fournier, S.A. Consumers and their brands:Developing relationship theory in consumer research[J]. Journal of Consumer Research,1994,24(4):343-373.
[74]Fusilier M R, Simpson P M. AIDS patients'perceptions of nursing care quality[J]. Journal of Health Care Marketing,1995,15(1):49-53.
[75]Gale B, Wood R C. Managing customer value:Creating quality and service that customers can see[M]. Simon and Schuster,1994.
[76]Gallese V. The roots of empathy:the shared manifold hypothesis and the neural basis of intersubjectivity[J]. Psychopathology,2003,36(4):171-180.
[77]Ganesan S. Determinants of long-term orientation in buyer-seller relationships [J]. The Journal of Marketing,1994:1-19.
[78]Garbarino E, Johnson M S. The different roles of satisfaction, trust, and commitment in customer relationships[J]. the Journal of Marketing,1999:70-87.
[79]Gardner B B, Levy S J. The product and the brand[J]. Harvard Business Review, 1955,33(2):33-39.
[80]Gefen D, Karahanna E, Straub D W. Trust and TAM in online shopping:an integrated model[J]. MIS quarterly,2003:51-90.
[81]Geok, TL. And Sook, H. Consumers' trust in a brand and the link to brand loyalty[J]. Journal of Market Focused Management,1999,4(4):344.
[82]Grayson K, Ambler T. The dark side of long-term relationships in marketing services[J]. Journal of Marketing Research,1999:132-141.
[83]Gronroos C. An applied service marketing theory[J]. European Journal of Marketing,1982,16(7):30-41.
[84]Gronroos C. Keynote paper From marketing mix to relationship marketing-towards a paradigm shift in marketing[J]. Management decision,1997,35(4):322-339.
[85]Gronroos C. Relationship approach to marketing in service contexts:The marketing and organizational behavior interface [J]. Journal of business research, 1990,20(1):3-11.
[86]Ha H Y, Janda S. An empirical test of a proposed customer satisfaction model in e-services[J]. Journal of Services Marketing,2008,22(5):399-408.
[87]Ha H Y, Perks H. Effects of consumer perceptions of brand experience on the web: Brand familiarity, satisfaction and brand trust [J]. Journal of Consumer Behaviour, 2005,4(6):438-452.
[88]Hedvall M B, Paltschik M. An investigation in, and generation of, service quality concepts[J]. Marketing Thought and Practices in the 1990s,1989:473-83.
[89]Herbst K C, Finkel E J, Allan D, et al. On the dangers of pulling a fast one: Advertisement disclaimer speed, brand trust, and purchase intention[J]. Journal of Consumer Research,2012,38(5):909-919.
[90]Herm S. When Things Go Wrong, Don't rely on committed consumers:Effects of delayed product launches on brand trust[J]. Journal of Product Innovation Management,2013,30(1):70-81.
[91]Hollis N, Farr A, Dyson P. Understanding, measuring, and using brand equity[J]. Journal of Advertising Research,1996,36(6):9-21.
[92]Howard J A, Sheth J N. The theory of buyer behavior[M]. New York: Wiley, 1969.
[93]Hsu S H. Developing an index for online customer satisfaction:Adaptation of American Customer Satisfaction Index[J]. Expert Systems with Applications, 2008,34(4):3033-3042.
[94]Hu H H, Kandampully J, Juwaheer T D. Relationships and impacts of service quality, perceived value, customer satisfaction, and image:an empirical study [J]. The Service Industries Journal,2009,29(2):111-125.
[95]Hu T L, Chang C Y, Hsieh W C, et al. An integrated relationship on brand strategy, brand equity, customer trust and brand performance-An empirical investigation of the health food industry [J]. International Journal of Organizational Innovation, 2010,2(3):86-106.
[96]Hussain, Sabir; Mehmood, Raja Wasif; Khan, Faiza Sami; Impact of celebrity endorsement on brand equity with mediating role of brand trust[J]. International Journal of Research in Commerce and Management,2012,3(12):28-32.
[97]J. N. Sheth, B. I. Newman, B. L. Gross. Why we buy what we buy:a theory of consumption values[J]. Journal of Business Research, New York,1991, 22(2):159-164.
[98]Jacobson J M. Exclusive dealing, "foreclosure," and consumer harm[J]. Antitrust Law Journal,2002,70(2):311-369.
[99]James D. Guilty through association:brand association transfer to brand alliances[J]. Journal of Consumer Marketing,2005,22(1):14-24.
[100]Jarvenpaa S L, Tract insky J, Vitale M. Consumer trust in an Internet store[J]. Information Technology and Management,2000,1(2):45-71.
[101]Jevons C, Gabbott M. Trust, brand equity and brand reality in internet business relationships:an interdisciplinary approach[J]. Journal of Marketing Management, 2000,16(6):619-634.
[102]John D R, Loken B, Kim K, et al. Brand concept maps:a methodology for identifying brand association networks [J]. Journal of Marketing Research, 2006: 549-563.
[103]John R. Anderson, The Architecture of cognition[M]. Cambridge, MA:Harvard University Press, 1983
[104]Jones C, Kim S. Influences of retail brand trust, off-line patronage, clothing involvement and website quality on online apparel shopping intention[J]. International Journal of Consumer Studies,2010,34(6):627-637.
[105]Kabadayi E T, Kocak A A. Brand trust and brand affect:Their strategic importance on brand loyalty [J]. Journal of Global Strategic Management,2012: 81-89.
[106]Kamakura W A, Russell G J. Measuring brand value with scanner data[J]. International Journal of Research in Marketing, 1993,10(1):9-22.
[107]Karjalainen T M. It looks like a Toyota:Educational approaches to designing for visual brand recognition[J]. International Journal of Design,2007,1(1):67-81.
[108]Kassarjian H, Sheffet M J. Personality and consumer behavior: An update, in Harold Kassarjian and Thomas Robertson[J]. Perspectives on Consumer Behavior, Glennview,Ⅲ.:Scott Foresman,1981:129-148.
[109]Keeney R L. The value of Internet commerce to the customer[J]. Management Science,1999,45(4):533-542.
[110]Keller K L, Lehmann D R.Brands and branding:Research findings and future priorities [J]. Marketing Science,2006,25(6):740-759.
[111]Keller K L, Lehmann D R. How do brands create value[J]. Marketing Management,2003,12(3):27-31.
[112]Keller K L. Building customer-based equity[J]. Marketing Management,2001(7): 15-19.
[113]Keller, Kevin Lane. Conceptualizing measuring and managing customer-based brand equity[J]. Journal of Marketing,1993,57 (1):1-22.
[114]Kim D J, Ferrin D L, Rao H R. A trust-based consumer decision-making model in electronic commerce:The role of trust, perceived risk, and their antecedents[J]. Decision support systems,2008,44(2):544-564.
[115]Kim J, Byoungho J, Jane LS. The role of etail quality, e-satisfaction and e-trust in online loyalty development process[J]. Journal of Retailing and Consumer Services,2009,16(4):239-247.
[116]Kim K H, Kim K S, Kim D Y, et al. Brand equity in hospital marketing[J]. Journal of Business Research,2008,61(1):75-82.
[117]Kim P. A. Perspective on brands[J]. Journal of Consumer Marketing,1990, 7(4):63-67.
[118]Kline R B. Software review: Software programs for structural equation modeling: Amos, EQS, and LISREL[J]. Journal of Psychoeducational Assessment,1998, 16(4):343-364.
[119]Kotler P. Kotler on marketing:How to create, win, and dominate markets[M]. Simonand & Schuster Inc,1999.
[120]Kotler P. Marketing insights from A to Z:80 concepts every manager needs to know[M]. John Wiley & Sons,2003.
[121]Krishnan H S. Characteristics of memory associations:A consumer-based brand equity perspective[J]. International Journal of research in Marketing,1996,13(4): 389-405.
[122]Krugman H E. The impact of television advertising:Learning without involvement [J]. Public opinion quarterly,1965,29(3):349-356.
[123]Laforet S. Retail brand extension-perceived fit, risks and trust[J]. Journal of Consumer Behaviour,2008,7(3):189-209.
[124]Laroche M, Habibi M R, Richard M O, et al. The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty [J]. Computers in Human Behavior,2012,28(5): 1755-1767.
[125]Laroche M, Kim C, Zhou L. Brand familiarity and confidence as determinants of purchase intention:an empirical test in a multiple brand context[J]. Journal of business Research,1996,37(2):115-120.
[126]Lassar W, Mittal B, Sharma A. Measuring customer-based brand equity[J]. Journal of consumer marketing, 1995,12(4):11-19.
[127]Lassar, Walfried, Bauwari Mittal, Arun Sharma. Measuring customer-based brand equity[J]. Journal of Consumer Marketing,1995,7(12):12-13.
[128]Lau G T, Lee S H. Consumers' trust in a brand and the link to brand loyalty[J]. Journal of Market-Focused Management,1999,4(4):341-370.
[129]Lee G G. Lin H F. Customer perceptions of service quality in on-line shopping[J]. International Journal of Retail & Distribution Management,2005,33 (2):161-177.
[130]Lee M K O, Turban E. A trust model for consumer internet shopping[J]. International Journal of electronic commerce,2001,6(1):75-92.
[131]Lian J W, Lin T M. Effects of consumer characteristics on their acceptance of online shopping:Comparisons among different product types[J]. Computers in Human Behavior,2008,24(1):48-65.
[132]Lin M Q, Lee B C Y. The Influence of website environment on brand loyalty: Brand trust and brand affect as mediators[J]. IJEBM,2012,10(4):308-321.
[133]Lockshin L S, Spawton A L, Macintosh G. Using product, brand and purchasing involvement for retail segmentation[J]. Journal of Retailing and Consumer services,1997,4(3):171-183.
[134]Loiacono E T, Watson R T, Goodhue D L. WebQual:An instrument for consumer evaluation of web sites [J]. International Journal of Electronic Commerce,2007, 11(3):51-87.
[135]Madhok, A. Revisiting multinational firms' tolerance for joint ventures:A trust-based approach[J]. Journal of International Business Studies,1995,26(1): 117-137.
[136]Martin S S, Camarero C, Jose R S. Does involvement matter in online shopping satisfaction and trust?[J]. Psychology & Marketing,2011,28(2):145-167.
[137]Martin, G. S. and T. J. Brown. In search of brand equity:The conceptualization and measurement of the brand impression construct[J]. Marketing Theory and Applications,1990:431-438.
[138]Math wick, C, Malhotra, N., Rigdon, E. Experiential value:Conceptualization, measurement and application in the catalog and Internet shopping environment[J]. Journal of Retailing, Greenwich:Spring,2008,77(1):39.
[139]Mattila A S. Emotional bonding and restaurant loyalty[J]. The Cornell Hotel and Restaurant Administration Quarterly,2001,42(6):73-79.
[140]McAlexander J H, Kaldenberg D O, Koenig H F. Service quality measurement [J]. Journal of health care marketing,1994,14(3):34-40.
[141]Mittal B. A comparative analysis of four scales of consumer involvement [J]. Psychology & Marketing,1995,12(7):663-682.
[142]Miyazaki A D, Fernandez A. Consumer perceptions of privacy and security risks for online shopping[J]. Journal of Consumer Affairs,2001,35(1):27-44.
[143]Monroe, B. Kent, R. Krishnan. The Effect of price-comparison advertising on buyers'perceptions of acquisition value, transaction value, and behavioral intentions [J]. Journal of Marketing,2005,62(2):46-59.
[144]Moorman C, Zaltman G, Deshpande R. Relationships between providers and users of market research:The dynamics of trust[J]. Journal of marketing research, 1992,29(1):314-28.
[145]Morgan R M, Hunt S D. The commitment-trust theory of relationship marketing [J]. Journal of Marketing,1994,58(7):20-38.
[146]Mukherjee A, Nath P. Role of electronic trust in online retailing:A re-examination of the commitment-trust theory [J]. European Journal of Marketing,2007,41(9):1173-1202.
[147]Mullen M, Mainz A. Brands, bids and balance sheets:Putting a price on protected products[J]. Acquisitions Monthly,1989,24(4):26-27.
[148]Var I D. Multivariate data analysis[J]. Vectors,1998,8(2):20-35.
[149]Noort G V, Kerkhof P, Fennis B M. The persuasiveness of online safety cues:The impact of prevention focus compatibility of web content on consumers'risk perceptions, attitudes, and intentions [J]. Journal of Interactive Marketing,2008, 22(4):58-72.
[150]Nunnally J C. Psychometric theory 3E[M]. Tata: McGraw-Hill Education,2010.
[151]Oliver R L. Whence consumer loyalty?[J]. The Journal of Marketing, 1999,63(4): 33-44.
[152]Page C, Lepkowska-White E. Web equity:A framework for building consumer value in online companies[J]. Journal of Consumer Marketing, 2002, 19(3): 231-248.
[153]Parasuraman A, Grewal D. The impact of technology on the quality-value-loyalty chain:A research agenda[J]. Journal of the academy of marketing science, 2000, 28(1):168-174.
[154]Parasuraman A, Zeithaml V A, Berry L L. A conceptual model of service quality and its implications for future research[J]. The Journal of Marketing,1985: 41-50.
[155]Parasuraman A, Zeithaml V A, Malhotra A. ES-QUAL a multiple-item scale for assessing electronic service quality[J]. Journal of service research,2005,7(3): 213-233.
[156]Parasuraman A. Reflections on gaining competitive advantage through customer value[J]. Journal of the academy of marketing science,1997,25(2):154-161.
[157]Park C S, Srinivasan V. A survey-based method for measuring and understanding brand equity and its extendibility[J]. Journal of Marketing Research,1994: 271-288.
[158]Petrick J F. Development of a multi-dimensional scale for measuring the perceived value of a service[J]. Journal of Leisure Research,2002,34(2):119.
[159]Pitta D A, Katsanis L P. Understanding brand equity for successful brand extension[J]. Journal of consumer marketing,1995,12(4):51-64.
[160]Punj G N, Hillyer G L. A cognitive model of custmer-based brand equity for frequently purchased products:Conceptual framework and empirical results [J]. Journal of Consumer Psychology,2004,35(14):124-131.
[161]Quinn R E, Rohrbaugh J. A competing values approach to organizational effectiveness[J]. Public Productivity Review,1981:122-140.
[162]Ravald A, Gronroos C. The value concept and relationship marketing [J], European journal of marketing,1996,30(2):19-30.
[163]Reast, J.D. Brand trust and brand extension acceptance:The relationship [J]. Journal of Product & Brand Management,2005,114(1):4-13.
[164]Ribbink D, Van Riel A C R, Liljander V, et al. Comfort your online customer: quality, trust and loyalty on the internet[J]. Managing service quality,2004,14(6): 446-456.
[165]Rothschild N, Morgan M. Cohesion and control:Adolescents' relationships with parents as mediators of television[J]. The Journal of Early Adolescence, 1987, 7(3):299-314.
[166]Rust R T, Lemon K N. E-service and the consumer[J]. International Journal of Electronic Commerce,2001,5(1):85-102.
[167]Ryssel R, Ritter T, Gemunden H G. The impact of information technology deployment on trust, commitment and value creation in business relationships [J]. Journal of Business & Industrial Marketing,2004,19(3):197-207.
[168]Santos J. E-service quality:A model of virtual service quality dimensions [J]. Managing service quality,2003,13(3):233-246.
[169]Sasser W E, Olsen R P, Wyckoff D D. Management of service operations:Text, cases, and readings[M]. Boston, MA:Allyn and Bacon,1978.
[170]Schnittka O, Sattler H, Zenker S. Brand association network value:A new metric to evaluate the favorability of brand association networks[J]. International Journal of Research in Marketing,2012,29(3):265-274.
[171]Sheth JN, Garrett D E. Marketing theory:Classic and contemporary readings[M]. South-Western Publishing Company,1986.
[172]Simon C J, Sullivan M W. The measurement and determinants of brand equity:A financial approach[J]. Marketing science, 1993,12(1):28-52.
[173]Singh J, Sirdeshmukh D. Agency and trust mechanisms in consumer satisfaction and loyalty judgments [J]. Journal of the Academy of Marketing Science,2000, 28(1):150-167.
[174]Siomkos G J, Malliaris P G. Consumer response to company communications during a product harm crisis[J]. Journal of Applied Business Research (JABR), 2011,8(4):59-65.
[175]Sirdeshmukh D, Singh J, Sabol B. Consumer trust, value, and loyalty in relational exchanges[J]. The Journal of Marketing,2002,66(1):15-37.
[176]Smith D N, Sivakumar K. Flow and internet shopping behavior:A conceptual model and research propositions[J]. Journal of Business Research,2004,57(10): 1199-1208.
[177]Smith J B, Colgate M. Customer value creation:A practical framework[J]. The journal of marketing theory and practice,2007,15(1):7-23.
[178]Srinivasan S S, Anderson R, Ponnavolu K. Customer loyalty in e-commerce:An exploration of its antecedents and consequences[J]. Journal of retailing,2002, 78(1):41-50.
[179]Srivastava R K, Shervani T A, Fahey L. Market-based assets and shareholder value:A framework for analysis[J]. The Journal of Marketing,1998:2-18.
[180]Srull T K, Wyer R S. Person memory and judgment[J]. Psychological review, 1989,96(1):58.
[181]Stobart P. Alternative methods of brand valuation[J]. Brand valuations: Establishing a true and fair view, London: The Interbrand Group,1989:35-49.
[182]Strub P J, Priest T B. Two patterns of establishing trust:the marijuana user[J]. Sociological Focus,1976,9(4):399-411.
[183]Sultan F. Consumer preferences for forthcoming innovations:the case of high definition television[J]. Journal of Consumer Marketing,1999,16(1):24-41.
[184]Sweeney, J. and Soutar, G. N. Consumer perceived value:the development of a multiple item scale [J]. Journal of Retailing,2001,77(2):203-220.
[185]Szymanski D M, Hise R T. E-satisfaction:an initial examination[J]. Journal of retailing,2000,76(3):309-322.
[186]Tauber E M. Brand leverage:Strategy for growth in a cost-control world [J]. Journal of Advertising Research,1988,28(4):26-30.
[187]Urban G L, Hauser J R, Liberali G, et al. Morph the web to build empathy, trust and sales[J]. MIT Sloan Management Review,2009,50(4):53-61.
[188]Van der Heijden H, Verhagen T. Online store image:Conceptual foundations and empirical measurement[J]. Information & Management,2004,41(5):609-617.
[189]Van Noort G, Kerkhof P, Fennis B M. Online versus conventional shopping: Consumers' risk perception and regulatory focus[J]. Cyber-Psychology & Behavior,2007,10(5):731-733.
[190]Wang C Y. Service quality, perceived value, corporate image, and customer loyalty in the context of varying levels of switching costs[J]. Psychology & Marketing,2010,27(3):252-262.
[191]Wang Y, Fesenmaier D R. Towards understanding members'general participation in and active contribution to an online travel community [J]. Tourism Management,2004,25(6):709-722.
[192]Wolfinbarger M, Gilly M C. eTailQ:Dimensionalizing, measuring and predicting etail quality [J]. Journal of retailing,2003,79(3):183-198.
[193]Wolin L D, Korgaonkar P. Web advertising:Gender differences in beliefs, attitudes and behavior[J]. Internet Research,2003,13(5):375-385.
[194]Wood C M, Scheer L K. Incorporating perceived risk into models of consumer deal assessment and purchase intent[J]. Advances In Consumer Research, 1996, 23(23):399-404.
[195]Wu J H, Wang S C. What drives mobile commerce? An empirical evaluation of the revised technology acceptance model[J]. Information & management,2005, 42(5):719-729.
[196]Wu L Y, Chen K Y, Chen P Y, et al. Perceived value, transaction cost, and repurchase-intention in online shopping:A relational exchange perspective [J]. Journal of Business Research,2012.
[197]Wyer Jr R S, Srull T K. Memory and cognition in its social context[M]. Lawrence Erlbaum Associates, Inc,1989.
[198]Yang Z, Cai S, Zhou Z, et al. Development and validation of an instrument to measure user perceived service quality of information presenting web portals [J]. Information & Management,2005,42(4):575-589.
[199]Yannopoulou N, Koronis E, Elliott R. Media amplification of a brand crisis and its affect on brand trust[J]. Journal of Marketing Management, 2011,27(5-6): 530-546.
[200]Yoo B, Donthu N. Developing a scale to measure the perceived quality of an Internet shopping site (SITEQUAL)[J]. Quarterly Journal of Electronic Commerce,2001,2(1):31-45.
[201]Yoo B, Donthu N. Developing and validating a multidimensional consumer-based brand equity scale[J]. Journal of business research,2001,52(1):1-14.
[202]Zaichkowsky J L. Measuring the involvement construct[J]. Journal of Consumer Research,1985,12 (3):341-352.
[203]Zeithaml V A, Berry L L, Parasuraman A. Understanding customer expectations of service[J]. Sloan Management Review,1991,32(3):42.
[204]Zeithaml V A, Parasuraman A, Malhotra A. Service quality delivery through web sites:a critical review of extant knowledge [J]. Journal of the academy of marketing science,2002,30(4):362-375.
[205]Zeithaml V A. Consumer perceptions of price, quality, and value:A means-end model and synthesis of evidence [J]. The Journal of Marketing,1988,52(3):2-22.
[206]2013年(上)中国网络零售市场监测报告[R].杭州：中国电子商务研究中心,2013.8.19
[207]2013年网络市场分析报告[R]http://www.i-click.asia/sc,2013.
[208]2014年第33次中国互联网发展状况统计报告[R].北京：中国互联网络信息中心(CNNIC),2014.1.
[209]白琳.顾客感知价值、顾客满意和行为倾向的关系研究述评[J].管理评论,2009,01：87-93.
[210]白琳,陈圻.顾客感知价值驱动因素研究新进展[J].外国经济与管理,2006,07：39-45.
[211]白长虹.西方的顾客价值研究及其实践启示[J].南开管理评论,2001,02：51-55.
[212]曹忠鹏,周庭锐,陈淑青.基于行为和态度的顾客多忠诚研究[J].中国工业经济,2007,03：79-87.
[213]查金祥,王立生.网络购物顾客满意度影响因素的实证研究[J].管理科学,2006,01：50-58.
[214]陈蓓蕾.基于网络和信任理论的消费者在线口碑传播实证研宄[D].浙江大 学,2008.
[215]陈晓萍,徐淑英,樊景立.组织与管理研究的实证方法[M].北京：北京大学出版社,2008.
[216]程文艳.我国信息隐私权及其保护[J].情报科学,2006,02：227-230.
[217]池丽萍,辛自强.幸福感：认知与情感成分的不同影响因素[J].心理发展与教育,2002,02：27-32.
[218]池忠仁,王浣尘.基于用户角度的网站易用性信息距离测度模型研究[J].情报科学,2007,01：139-145.
[219]董大海,权小妍,曲晓飞.顾客价值及其构成[J].大连理工大学学报(社会科学版),1999,04：18-20.
[220]范秀成,罗海成.基于顾客感知价值的服务企业竞争力探析[J].南开管理评论,2003,06：41-45.
[221]范秀成.品牌权益及其测评体系分析[J].南开管理评论,2000,01：9-15.
[222]关辉,董大海.购物网站品牌资产及其形成机制实证研究[J].中国流通经济,2008,01：37-39.
[223]郭安禧,黄福才,黎微.重游意向最关键驱动因素的实证研究——感知价值、感知吸引力、游客满意和游客信任的比较[J].江西财经大学学报,2013,01：38-46.
[224]郭国庆,李光明.购物网站交互性对消费者体验价值和满意度的影响[J].中国流通经济,2012,02：112-118.
[225]韩冰.互联网环境下顾客感知价值与信任关系研究[D].大连理工大学,2007.
[226]韩蓄,张景,李军怀.基于角色的个性化门户网站设计与实现[J].计算机工程与应用,2005,04：153-155.
[227]何佳讯.品牌关系质量本土化模型的建立与验证[J].华东师范大学学报(哲学社会科学版),2006,030：100-106.
[228]何佳讯.品牌资产测量的社会心理学视角研究评介[J].外国经济与管理,2006,04：48-52.
[229]何佳讯.中外企业的品牌资产差异及管理建议——基于CBRQ量表的实证研究[J].中国工业经济,2006,08：109-116.
[230]何志毅,赵占波.品牌资产评估的公共因子分析[J].财经科学,2005,01：75-80.
[231]侯杰泰,温忠麟,成子娟.结构方程模型及其应用[M].北京：经济科学出版社,2004.
[232]黄斐,王佳.基于感知价值的消费者接受行为模型和实证研究[J].商业研究,2013,06：19-27.
[233]江林,刘伟萍.新消费者：一个正在崛起的新兴消费群体[J].经济理论与经济管理,2001，10：11-14.
[234]蒋传海.网络效应、转移成本和竞争性价格歧视[J].经济研究,2010,09：55-66.
[235]金立印.本土网站品牌资产及其形成机制——基于网站内容视角的实证研究[J].营销科学学报,2007,03：31-49.
[236]金玉芳,董大海,刘瑞明.消费者品牌信任机制建立及影响因素的实证研究[J].南开管理评论,2006,05：28-35.
[237]金玉芳,董大海.基于计算机制建立品牌信任的实证研究[J].大连理工大学学报(社会科学版),2006,02：112-115.
[238]金玉芳,董大海,刘瑞明.消费者品牌信任机制建立及影响因素的实证研究[J].南开管理评论,2006,05：28-35.
[239]景东,程婧婷,石信岱.网络界面转换设计中的潜意识传播[J].当代传播,2011,04：78-80.
[240]井绍平,陶宇红,田泽永.消费者品牌转换驱动因素研究：基于绿色营销视角[J].商业经济与管理,2008,04：50-54.
[241]康庄,石静.品牌资产,品牌认知与消费者品牌信任关系实证研究[J].华东经济管理,2011,03：99-103.
[242]雷星晖,张伟.电子商务平台顾客感知价值对购买行为及企业未来销售的影响[J].上海管理科学,2012,04：27-33.
[243]李淑贤,周锌芳.服务质量重要性对感知水平和满意度影响研究[J].现代商业,2011,20：119-120.
[244]李双双,陈毅文.B2C电子商务中的消费者决策支持系统[J].心理科学进展,2006,03：438-442.
[245]李雪欣,钟凯.网络消费者感知价值影响因素的实证研究[J].首都经济贸易大学学报,2013,03：77-84.
[246]刘典严.TQM揭开顾客价值的三角习题[J].经济管理文摘,2002,08：15-19.
[247]刘刚,拱晓波.顾客感知价值构成型测量模型的构建[J].统计与决策,2007,01：131-133.
[248]刘敬严.顾客感知价值决定要因与关系质量的影响研究[J].软科学,2008,05：18-22.
[249]卢泰宏.品牌资产评估的模型与方法[J].中山大学学报(社会科学版),2002,03：88-95.
[250]缪圣陶.基于SaaS模式的电商服务质量评价及客户忠诚关系研究[D].浙江大学,2010.
[251]庞川,陈忠民,罗瑞文.消费者网络信任影响因素的实证分析[J].系统工程理论方法应用,2004,04：295-304.
[252]邱均平,陈颖.基于外部用户的高校网站易用性测度实证研究[J].情报科学,2008,11：1606-1610.
[253]邱睿.来源国形象及品牌形象认知对消费者购买行为之影响[D].中国博士学位论文全文数据库,2005.
[254]任丙强.我国互联网内容管制的现状及存在的问题[J].信息网络安全,2007,82,10：33-36.
[255]桑辉,郭晓薇.消费者产品涉入与品牌转换：顾客满意的中介效应[J].浙江工商大学学报,2012,06：56-63.
[256]盛天翔,刘春林.网上交易服务质量四维度对顾客满意及忠诚度影响的实证分析[J].南开管理评论,2008,06：37-41.
[257]宋赵丰.基于支付宝与首信易的第三方支付平台分析[J].现代商业,2009,33：13.
[258]孙国强.管理研究方法[M].上海：上海人民出版社,2007.
[259]孙强,司有和.网上购物顾客感知价值构成研究[J].科技管理研究,2007,07：185-187.
[260]田剑王丽伟.电商服务质量与大学生网络满意度关系的实证研究[J].南京邮电大学学报,2011,04：51-57.
[261]汪纯孝,温碧燕,姜彩芬.服务质量,消费价值,旅客满意感与行为意向[J]. 南开管理评论,2001,06：11-15.
[262]汪纯孝,岑成德,王卫东.顾客满意程度模型研究[J].中山大学学报(社会科学版),1999,05：92-98.
[263]王宏伟,夏远强.网络购物中顾客信任影响因素的实证研究[J].情报杂志,2009,01：79-82.
[264]王建军,李世英.计算机网络安全问题的分析与探讨[J].赤峰学院学报(自然科学版),2009,01：48-49.
[265]王兴元,于伟,易金.品牌生态系统网络风险成因及应对策略[J].企业经济,2008,05：53-55.
[266]王毅,王兴元.广义品牌社区的形成与演进及其对企业管理策略的启示[J].上海经济研究,2009,02：125-131.
[267]卫海英,王贵明.品牌资产构成的关键因素及其类型探讨[J].预测,2003,03：39-43.
[268]卫海英,王贵明.品牌资产与经营策略因子关系的回归分析[J].学术研究,2003,07：63-65
[269]温忠麟,侯杰泰.结构方程模型检验,拟合指数与卡方准则[J].心理学报,2004,02：186-194.
[270]肖琨.基于SaaS模式的电商服务质量决定因素实证研究[J].科技创业月刊,2010，10：76-78.
[271]谢家琳.组织与管理研究的实证方法[M].北京：北京大学出版社,2008：161-177.
[272]徐金灿.服务质量要素体系的探讨[D].中国科学院心理研究所,1998.
[273]许统邦,梁嘉成,夏剑龙.B2C模式下的消费者感知价值研究[J].商场现代化,2006,07：106-107.
[274]杨龙王永贵.顾客价值及其驱动因素剖析[J].管理世界,2002,06：146-147.
[275]杨晓燕,周懿瑾.绿色价值：顾客感知价值的新维度[J].中国工业经济,2006,07：110-116.
[276]杨羽.浅析网购信用评价问题及对策[J].科技经济市场,2009,03：98-99.
[277]姚钟华.企业获取核心竞争力的顾客价值分析[J].江西社会科学,2002,02：32-38.
[278]于春玲,王海忠,赵平.品牌权益理论及其实证研究评述[J].财经问题研究,2005,07：14-17.
[279]于春玲,郑晓明,孙燕军,赵平.品牌信任结构维度的探索性研究[J].南开管理评论,2004,02：35-40.
[280]袁登华,罗嗣明,李游.品牌信任结构及其测量研究[J].心理学探新,2007,03：81-86.
[281]张峰.基于认知视角的品牌资产模型的跨文化检验[J].商业经济与管理,2010,02：61-66.
[282]张辉.基于等待容忍度的银行动态排队服务系统[D].陕西师范大学,2012.
[283]张丽娟.顾客价值构成要素及对顾客重构行为的影响研究[D].华中农业大学,2008.
[284]张明立.顾客价值：21世纪企业竞争优势的来源[M].电子工业出版社,2007.
[285]赵宏霞,单丽娟,刘岩峰.关系营销、感知价值与网络购物信任维系的实证分析[J].渤海大学学报(自然科学版),2013,02：190-196.
[286]赵晓妮.网购存在的问题及其对策[J].长安大学学报：社会科学版,2011,03：49-52.
[287]郑龙鸣.我国网购中的主要不安全因素及其成因与对策[J].商业文化(学术版),2010,5：92-99.
[288]钟小娜.网络购物模式下的消费者感知价值研究[J].经济论坛,2005,15：131-133.
[289]周博.中国B2C电商服务质量与顾客满意度,行为意向影响关系研究[D].重庆大学,2007.
[290]周琳辉.如何养成大学生健康的网络生活方式[J].发展,2011,02：137-138.
[291]周涛,鲁耀斌,张金隆.基于感知价值与信任的移动商务用户接受行为研究[J].管理学报,2009,10：1407-1412.
[2]Aaker D.A. Managing Brand Equity:Capitalizing on the value of a brand name[M]. New York:Free Press,1991.
[3]Aaker J L. Dimensions of brand personality[J]. Journal of Marketing research, 1997:347-356.
[4]Aaker, David A. Measuring brand equity across products and markets [J]. California Managem en t Review,1996, (3):1-120.
[5]Achrol R S, Kotler P. Marketing in the network economy [J]. The Journal of Marketing,1999:146-163.
[6]Adams, DA, Nelson, RR, Todd, PA. Perceived usefulness, ease of use and usage of information technology:a replication[J].MIS Quarterly,1992,16 (2):227-247.
[7]Ailawadi K L, Lehmann D R, Neslin S A. Revenue premium as an outcome measure of brand equity[J]. Journal of Marketing,2003:1-17.
[8]Alam S S, Yasin N M. The antecedents of online brand trust: Malaysian evidence[J]. Journal of Business Economics and Management,2010 (2):210-226.
[9]Ambler T. How much of brand equity is explained by trust?[J]. Management Decision,1997,35(4):283-292.
[10]Aurier P, N'Goala G. The differing and mediating roles of trust and relationship commitment in service relationship maintenance and development[J]. Journal of the Academy of Marketing Science,2010,38(3):303-325.
[11]Auty S, Elliott R. Fashion involvement, self-monitoring and the meaning of brands[J]. Journal of Product & Brand Management,1998,7(2):109-123.
[12]Babakus E, Mangold W G. Adapting the SERVQUAL scale to hospital services: An empirical investigation[J]. Health services research,1992,26(6):767.
[13]Baker J, Grewal D, Parasuraman A. The effect of store atmosphere on customer quality perceptions and store image[J]. Stores,1995,77.
[14]Baker J, Grewal D, Parasuraman A. The influence of store environment on quality inferences and store image[J]. Journal of the Academy of Marketing Science,1994, 22(4):328-339.
[15]Baldinger A L, Rubinson J. Brand loyalty:The link between attitude and behavior[J]. Journal of Advertising Research,1996,36(1):22-36.
[16]Barnes S J, Vidgen R T. An integrative approach to the assessment of e-commerce quality [J]. J. Electron. Commerce Res.,2002,3(3):114-127.
[17]Barsky J, Nash L. Evoking emotion:Affective keys to hotel loyalty[J]. The Cornell Hotel and Restaurant Administration Quarterly,2002,43(1):39-46.
[18]Bauer H H, Falk T, Hammerschmidt M. eTransQual:A transaction process-based approach for capturing service quality in online shopping[J]. Journal of Business Research,2006,59(7):866-875.
[19]Bebko C P, Garg R K. Perceptions of responsiveness in service delivery[J]. Journal of Hospital Marketing,1995,9(2):35.
[20]Becerra E P, Korgaonkar P K. Effects of trust beliefs on consumers' online intentions [J]. European Journal of Marketing,2011,45(6):936-962.
[21]Belanger F, Hiller J S, Smith W J. Trustworthiness in electronic commerce:The role of privacy, security, and site attributes [J]. The Journal of Strategic Information Systems,2002,11(3):245-270.
[22]Berry L L. Cultivating service brand equity [J]. Journal of the Academy of Marketing Science,2000,28(1):128-137.
[23]Bickart B, Schindler R M. Internet forums as influential sources of consumer information[J]. Journal of interactive marketing,2001,15(3):31-40.
[24]Blackston M. Observations:Building brand equity by managing the brand's relationships [J]. Journal of advertising research,1992,32(3):79-83.
[25]Bonner P G, Nelson R. Product attributes and perceived quality:Foods[J].1985.
[26]Bourdeau L, Chebat J C, Couturier C. Internet consumer value of university students:E-mail-vs.-Web users[J]. Journal of Retailing and Consumer Services, 2002,9(2):61-69.
[27]Bowers M R, Swan J E, Koehler W F. What attributes determine quality and satisfaction with health care delivery? [J]. Health Care Management Review,1994, 19(4):49-55.
[28]Brasco T C. How brand name are valued for acquisitions[J]. MA:Marketing science institute,1988:88-104.
[29]Brislin R W. Translation and content analysis of oral and written material[J]. Handbook of cross-cultural psychology,1980,2(2):349-444.
[30]Butz Jr H E, Goodstein L D. Measuring customer value:Gaining the strategic advantage[J]. Organizational dynamics,1997,24(3):63-77.
[31]Cao M, Zhang Q, Seydel J. B2C e-commerce web site quality:An empirical examination [J]. Industrial Management & Data Systems,2005,105(5):645-661.
[32]Caruana A, Ewing M T. How corporate reputation, quality, and value influence online loyalty[J]. Journal of Business Research,2010,63(9):1103-1110.
[33]Chang H H, Chen S W. The impact of online store environment cues on purchase intention:Trust and perceived risk as a mediator[J]. Online Information Review, 2008,32(6):818-841.
[34]Chang T P V, Rhodes J, Lok P. The mediating effect of brand Trust between online customer reviews and willingness to buy[J]. Journal of Electronic Commerce in Organizations (JECO),2013,11(1):22-42.
[35]Chaudhuri, A. and Holbrook,M.B.The chain of effects from brand trust and brand effect to brand performance:The role of brand loyalty [J]. Journal of Marketing, 2001,65(2):81-93.
[36]Chen C F, Chen F S. Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists[J]. Tourism Management,2010,31(1): 29-35.
[37]Chen C F, Tsai M H. Perceived value, satisfaction, and loyalty of TV travel product shopping:Involvement as a moderator[J]. Tourism Management,2008,29(6): 1166-1171.
[38]Chen C F. Investigating structural relationships between service quality, perceived value, satisfaction, and behavioral intentions for air passengers:Evidence from Taiwan[J]. Transportation Research Part A:Policy and Practice,2008,42(4): 709-717.
[39]Chen S C, Dhillon G S. Interpreting dimensions of consumer trust in e-commerce[J]. Information Technology and Management,2003,4(2-3):303-318.
[40]Chen S J, Chang T Z. A descriptive model of online shopping process:some empirical results[J]. International Journal of Service Industry Management,2003, 14(5):556-569.
[41]Chen Z, Dubinsky A J. A conceptual model of perceived customer value in e-commerce:A preliminary investigation[J]. Psychology & Marketing,2003,20(4): 323-347.
[42]Cheng V, Rhodes J, Lok P. Online customer reviews and willingness to purchase: Brand trust as a mediating variable[J]. Macquarie University Research Online. 2012.
[43]Childers T L, Carr C L, Peck J, et al. Hedonic and utilitarian motivations for online retail shopping behavior[J]. Journal of retailing,2002,77(4):511-535.
[44]Chiu C M, Wang E T G, Fang Y H, et al. Understanding customers' repeat purchase intentions in B2C e-commerce:the roles of utilitarian value, hedonic value and perceived risk[J]. Information Systems Journal,2012.
[45]Chiu S P, Chuang L W, Hsu M H. Perceived quality, perceived value and repurchase decision in online shopping context[J]. Applied Mechanics and Materials,2013,31(1):43-48.
[46]Choi,J.,Seol,H. & Lee, S. et al. Customer satisfaction factors of mobile commence in Korea[J]. Internet Research,2008,18(3):313-335.
[47]Christina. An analysis of antecedents and consequences of trust in a corporate brand[J]. European journal of Marketing,2007,41(10):999-1015.
[48]Christodoulides G, De Chernatony L. Consumer-based brand equity conceptualization and measurement:A literature review[J]. International journal of research in marketing,2010,52(1):43-66.
[49]Churchill Jr G A. A paradigm for developing better measures of marketing constructs [J]. Journal of marketing research,1979,16(1):64-73.
[50]Cohen J, Cohen P, West S G, et al. Applied multiple regression correlation analysis for the behavioral sciences Erlbaum[J]. Hillsdale, NJ,1983.
[51]Coulter K S, Coulter R A. Determinants of trust in a service provider:the moderating role of length of relationship[J]. Journal of Services Marketing,2002, 16(1):35-50.
[52]Cristobal E, Flavian C, Guinaliu M. Perceived e-service quality (PeSQ): measurement validation and effects on consumer satisfaction and web site loyalty[J]. Managing Service Quality,2007,17(3):317-340.
[53]Cronin Jr J J, Taylor S A. Measuring service quality:a reexamination and extension[J]. The journal of marketing,1992:55-68.
[54]Cyr D, Head M, Ivanov A. Design aesthetics leading to m-loyalty in mobile commerce[J]. Information & Management,2006,43(8):950-963.
[55]Davis F D. Perceived usefulness, perceived ease of use, and user acceptance of information technology [J]. MIS quarterly,1989:319-340.
[56]Deighton, J. The future of interactive marketing [J]. Harvard Business Review, 1996,74,151-166.
[57]Delgado-Ballester E, Munuera-Aleman J L, Yague-Guillen M J. Development and validation of a brand trust scale[J]. International Journal of Market Research,2003, 45(1):35-54.
[58]Delgado-Ballester E, Munuera-Aleman J L. Does brand trust matter to brand equity?[J]. Journal of product & brand management,2005,14(3):187-196.
[59]Dholakia U M, Rego L L. What makes commercial Web pages popular?:An empirical investigation of Web page effectiveness[J]. European Journal of Marketing,1998,32(7):724-736.
[60]Dholakia U M. A motivational process model of product involvement and consumer risk perception[J]. European Journal of marketing,2001,35(12): 1340-1362.
[61]Dick A S, Basu K. Customer loyalty:toward an integrated conceptual framework[J]. Journal of the academy of marketing science,1994,22(2):99-113.
[62]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.
[63]Doney P M, Cannon J P. An examination of the nature of trust in buyer-seller relationships[J], the Journal of Marketing,1997:35-51.
[64]Elena, D.B. and Jose, L.M.A. Brand trust in the context of consumer Loyalty[J]. European Journal of Marketing,2001,25(11):1238-1258.
[65]Elena,D.B. Applicability of a brand trust scale across product categories [J]. European Journal of Marketing,2004,35(5):573-592.
[66]Erden, T. and Swait, J. Brand equity as a signaling phenomenon [J]. Journal of Consumer psychology,1998,7(2):131-157.
[67]Escalas J E, Stern B B. Sympathy and empathy:Emotional responses to advertising dramas[J]. Journal of Consumer Research,2003,29(4):566-578.
[68]Farquhar, P.H. Managing Brand Equity[J]. Journal of Marketing Research, 1990,(4):7-12.
[69]Fassnacht M, Koese I. Quality of electronic services conceptualizing and testing a hierarchical model[J]. Journal of service research,2006,9(1):19-37.
[70]Feldwick P. What is brand equity anyway, and how do you measure it?[J]. Journal of the Market Research Society,1996,38(2):85-104.
[71]Feng J, Lazar J, Preece J. Empathy and online interpersonal trust:A fragile relationship [J]. Behaviour & Information Technology,2004,23(2):97-106.
[72]Flavian C, Guinaliu M, Torres E. The influence of corporate image on consumer trust: A comparative analysis in traditional versus internet banking [J]. Internet Research,2005,15(4):447-470.
[73]Fournier, S.A. Consumers and their brands:Developing relationship theory in consumer research[J]. Journal of Consumer Research,1994,24(4):343-373.
[74]Fusilier M R, Simpson P M. AIDS patients'perceptions of nursing care quality[J]. Journal of Health Care Marketing,1995,15(1):49-53.
[75]Gale B, Wood R C. Managing customer value:Creating quality and service that customers can see[M]. Simon and Schuster,1994.
[76]Gallese V. The roots of empathy:the shared manifold hypothesis and the neural basis of intersubjectivity[J]. Psychopathology,2003,36(4):171-180.
[77]Ganesan S. Determinants of long-term orientation in buyer-seller relationships [J]. The Journal of Marketing,1994:1-19.
[78]Garbarino E, Johnson M S. The different roles of satisfaction, trust, and commitment in customer relationships[J]. the Journal of Marketing,1999:70-87.
[79]Gardner B B, Levy S J. The product and the brand[J]. Harvard Business Review, 1955,33(2):33-39.
[80]Gefen D, Karahanna E, Straub D W. Trust and TAM in online shopping:an integrated model[J]. MIS quarterly,2003:51-90.
[81]Geok, TL. And Sook, H. Consumers' trust in a brand and the link to brand loyalty[J]. Journal of Market Focused Management,1999,4(4):344.
[82]Grayson K, Ambler T. The dark side of long-term relationships in marketing services[J]. Journal of Marketing Research,1999:132-141.
[83]Gronroos C. An applied service marketing theory[J]. European Journal of Marketing,1982,16(7):30-41.
[84]Gronroos C. Keynote paper From marketing mix to relationship marketing-towards a paradigm shift in marketing[J]. Management decision,1997,35(4):322-339.
[85]Gronroos C. Relationship approach to marketing in service contexts:The marketing and organizational behavior interface [J]. Journal of business research, 1990,20(1):3-11.
[86]Ha H Y, Janda S. An empirical test of a proposed customer satisfaction model in e-services[J]. Journal of Services Marketing,2008,22(5):399-408.
[87]Ha H Y, Perks H. Effects of consumer perceptions of brand experience on the web: Brand familiarity, satisfaction and brand trust [J]. Journal of Consumer Behaviour, 2005,4(6):438-452.
[88]Hedvall M B, Paltschik M. An investigation in, and generation of, service quality concepts[J]. Marketing Thought and Practices in the 1990s,1989:473-83.
[89]Herbst K C, Finkel E J, Allan D, et al. On the dangers of pulling a fast one: Advertisement disclaimer speed, brand trust, and purchase intention[J]. Journal of Consumer Research,2012,38(5):909-919.
[90]Herm S. When Things Go Wrong, Don't rely on committed consumers:Effects of delayed product launches on brand trust[J]. Journal of Product Innovation Management,2013,30(1):70-81.
[91]Hollis N, Farr A, Dyson P. Understanding, measuring, and using brand equity[J]. Journal of Advertising Research,1996,36(6):9-21.
[92]Howard J A, Sheth J N. The theory of buyer behavior[M]. New York: Wiley, 1969.
[93]Hsu S H. Developing an index for online customer satisfaction:Adaptation of American Customer Satisfaction Index[J]. Expert Systems with Applications, 2008,34(4):3033-3042.
[94]Hu H H, Kandampully J, Juwaheer T D. Relationships and impacts of service quality, perceived value, customer satisfaction, and image:an empirical study [J]. The Service Industries Journal,2009,29(2):111-125.
[95]Hu T L, Chang C Y, Hsieh W C, et al. An integrated relationship on brand strategy, brand equity, customer trust and brand performance-An empirical investigation of the health food industry [J]. International Journal of Organizational Innovation, 2010,2(3):86-106.
[96]Hussain, Sabir; Mehmood, Raja Wasif; Khan, Faiza Sami; Impact of celebrity endorsement on brand equity with mediating role of brand trust[J]. International Journal of Research in Commerce and Management,2012,3(12):28-32.
[97]J. N. Sheth, B. I. Newman, B. L. Gross. Why we buy what we buy:a theory of consumption values[J]. Journal of Business Research, New York,1991, 22(2):159-164.
[98]Jacobson J M. Exclusive dealing, "foreclosure," and consumer harm[J]. Antitrust Law Journal,2002,70(2):311-369.
[99]James D. Guilty through association:brand association transfer to brand alliances[J]. Journal of Consumer Marketing,2005,22(1):14-24.
[100]Jarvenpaa S L, Tract insky J, Vitale M. Consumer trust in an Internet store[J]. Information Technology and Management,2000,1(2):45-71.
[101]Jevons C, Gabbott M. Trust, brand equity and brand reality in internet business relationships:an interdisciplinary approach[J]. Journal of Marketing Management, 2000,16(6):619-634.
[102]John D R, Loken B, Kim K, et al. Brand concept maps:a methodology for identifying brand association networks [J]. Journal of Marketing Research, 2006: 549-563.
[103]John R. Anderson, The Architecture of cognition[M]. Cambridge, MA:Harvard University Press, 1983
[104]Jones C, Kim S. Influences of retail brand trust, off-line patronage, clothing involvement and website quality on online apparel shopping intention[J]. International Journal of Consumer Studies,2010,34(6):627-637.
[105]Kabadayi E T, Kocak A A. Brand trust and brand affect:Their strategic importance on brand loyalty [J]. Journal of Global Strategic Management,2012: 81-89.
[106]Kamakura W A, Russell G J. Measuring brand value with scanner data[J]. International Journal of Research in Marketing, 1993,10(1):9-22.
[107]Karjalainen T M. It looks like a Toyota:Educational approaches to designing for visual brand recognition[J]. International Journal of Design,2007,1(1):67-81.
[108]Kassarjian H, Sheffet M J. Personality and consumer behavior: An update, in Harold Kassarjian and Thomas Robertson[J]. Perspectives on Consumer Behavior, Glennview,Ⅲ.:Scott Foresman,1981:129-148.
[109]Keeney R L. The value of Internet commerce to the customer[J]. Management Science,1999,45(4):533-542.
[110]Keller K L, Lehmann D R.Brands and branding:Research findings and future priorities [J]. Marketing Science,2006,25(6):740-759.
[111]Keller K L, Lehmann D R. How do brands create value[J]. Marketing Management,2003,12(3):27-31.
[112]Keller K L. Building customer-based equity[J]. Marketing Management,2001(7): 15-19.
[113]Keller, Kevin Lane. Conceptualizing measuring and managing customer-based brand equity[J]. Journal of Marketing,1993,57 (1):1-22.
[114]Kim D J, Ferrin D L, Rao H R. A trust-based consumer decision-making model in electronic commerce:The role of trust, perceived risk, and their antecedents[J]. Decision support systems,2008,44(2):544-564.
[115]Kim J, Byoungho J, Jane LS. The role of etail quality, e-satisfaction and e-trust in online loyalty development process[J]. Journal of Retailing and Consumer Services,2009,16(4):239-247.
[116]Kim K H, Kim K S, Kim D Y, et al. Brand equity in hospital marketing[J]. Journal of Business Research,2008,61(1):75-82.
[117]Kim P. A. Perspective on brands[J]. Journal of Consumer Marketing,1990, 7(4):63-67.
[118]Kline R B. Software review: Software programs for structural equation modeling: Amos, EQS, and LISREL[J]. Journal of Psychoeducational Assessment,1998, 16(4):343-364.
[119]Kotler P. Kotler on marketing:How to create, win, and dominate markets[M]. Simonand & Schuster Inc,1999.
[120]Kotler P. Marketing insights from A to Z:80 concepts every manager needs to know[M]. John Wiley & Sons,2003.
[121]Krishnan H S. Characteristics of memory associations:A consumer-based brand equity perspective[J]. International Journal of research in Marketing,1996,13(4): 389-405.
[122]Krugman H E. The impact of television advertising:Learning without involvement [J]. Public opinion quarterly,1965,29(3):349-356.
[123]Laforet S. Retail brand extension-perceived fit, risks and trust[J]. Journal of Consumer Behaviour,2008,7(3):189-209.
[124]Laroche M, Habibi M R, Richard M O, et al. The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty [J]. Computers in Human Behavior,2012,28(5): 1755-1767.
[125]Laroche M, Kim C, Zhou L. Brand familiarity and confidence as determinants of purchase intention:an empirical test in a multiple brand context[J]. Journal of business Research,1996,37(2):115-120.
[126]Lassar W, Mittal B, Sharma A. Measuring customer-based brand equity[J]. Journal of consumer marketing, 1995,12(4):11-19.
[127]Lassar, Walfried, Bauwari Mittal, Arun Sharma. Measuring customer-based brand equity[J]. Journal of Consumer Marketing,1995,7(12):12-13.
[128]Lau G T, Lee S H. Consumers' trust in a brand and the link to brand loyalty[J]. Journal of Market-Focused Management,1999,4(4):341-370.
[129]Lee G G. Lin H F. Customer perceptions of service quality in on-line shopping[J]. International Journal of Retail & Distribution Management,2005,33 (2):161-177.
[130]Lee M K O, Turban E. A trust model for consumer internet shopping[J]. International Journal of electronic commerce,2001,6(1):75-92.
[131]Lian J W, Lin T M. Effects of consumer characteristics on their acceptance of online shopping:Comparisons among different product types[J]. Computers in Human Behavior,2008,24(1):48-65.
[132]Lin M Q, Lee B C Y. The Influence of website environment on brand loyalty: Brand trust and brand affect as mediators[J]. IJEBM,2012,10(4):308-321.
[133]Lockshin L S, Spawton A L, Macintosh G. Using product, brand and purchasing involvement for retail segmentation[J]. Journal of Retailing and Consumer services,1997,4(3):171-183.
[134]Loiacono E T, Watson R T, Goodhue D L. WebQual:An instrument for consumer evaluation of web sites [J]. International Journal of Electronic Commerce,2007, 11(3):51-87.
[135]Madhok, A. Revisiting multinational firms' tolerance for joint ventures:A trust-based approach[J]. Journal of International Business Studies,1995,26(1): 117-137.
[136]Martin S S, Camarero C, Jose R S. Does involvement matter in online shopping satisfaction and trust?[J]. Psychology & Marketing,2011,28(2):145-167.
[137]Martin, G. S. and T. J. Brown. In search of brand equity:The conceptualization and measurement of the brand impression construct[J]. Marketing Theory and Applications,1990:431-438.
[138]Math wick, C, Malhotra, N., Rigdon, E. Experiential value:Conceptualization, measurement and application in the catalog and Internet shopping environment[J]. Journal of Retailing, Greenwich:Spring,2008,77(1):39.
[139]Mattila A S. Emotional bonding and restaurant loyalty[J]. The Cornell Hotel and Restaurant Administration Quarterly,2001,42(6):73-79.
[140]McAlexander J H, Kaldenberg D O, Koenig H F. Service quality measurement [J]. Journal of health care marketing,1994,14(3):34-40.
[141]Mittal B. A comparative analysis of four scales of consumer involvement [J]. Psychology & Marketing,1995,12(7):663-682.
[142]Miyazaki A D, Fernandez A. Consumer perceptions of privacy and security risks for online shopping[J]. Journal of Consumer Affairs,2001,35(1):27-44.
[143]Monroe, B. Kent, R. Krishnan. The Effect of price-comparison advertising on buyers'perceptions of acquisition value, transaction value, and behavioral intentions [J]. Journal of Marketing,2005,62(2):46-59.
[144]Moorman C, Zaltman G, Deshpande R. Relationships between providers and users of market research:The dynamics of trust[J]. Journal of marketing research, 1992,29(1):314-28.
[145]Morgan R M, Hunt S D. The commitment-trust theory of relationship marketing [J]. Journal of Marketing,1994,58(7):20-38.
[146]Mukherjee A, Nath P. Role of electronic trust in online retailing:A re-examination of the commitment-trust theory [J]. European Journal of Marketing,2007,41(9):1173-1202.
[147]Mullen M, Mainz A. Brands, bids and balance sheets:Putting a price on protected products[J]. Acquisitions Monthly,1989,24(4):26-27.
[148]Var I D. Multivariate data analysis[J]. Vectors,1998,8(2):20-35.
[149]Noort G V, Kerkhof P, Fennis B M. The persuasiveness of online safety cues:The impact of prevention focus compatibility of web content on consumers'risk perceptions, attitudes, and intentions [J]. Journal of Interactive Marketing,2008, 22(4):58-72.
[150]Nunnally J C. Psychometric theory 3E[M]. Tata: McGraw-Hill Education,2010.
[151]Oliver R L. Whence consumer loyalty?[J]. The Journal of Marketing, 1999,63(4): 33-44.
[152]Page C, Lepkowska-White E. Web equity:A framework for building consumer value in online companies[J]. Journal of Consumer Marketing, 2002, 19(3): 231-248.
[153]Parasuraman A, Grewal D. The impact of technology on the quality-value-loyalty chain:A research agenda[J]. Journal of the academy of marketing science, 2000, 28(1):168-174.
[154]Parasuraman A, Zeithaml V A, Berry L L. A conceptual model of service quality and its implications for future research[J]. The Journal of Marketing,1985: 41-50.
[155]Parasuraman A, Zeithaml V A, Malhotra A. ES-QUAL a multiple-item scale for assessing electronic service quality[J]. Journal of service research,2005,7(3): 213-233.
[156]Parasuraman A. Reflections on gaining competitive advantage through customer value[J]. Journal of the academy of marketing science,1997,25(2):154-161.
[157]Park C S, Srinivasan V. A survey-based method for measuring and understanding brand equity and its extendibility[J]. Journal of Marketing Research,1994: 271-288.
[158]Petrick J F. Development of a multi-dimensional scale for measuring the perceived value of a service[J]. Journal of Leisure Research,2002,34(2):119.
[159]Pitta D A, Katsanis L P. Understanding brand equity for successful brand extension[J]. Journal of consumer marketing,1995,12(4):51-64.
[160]Punj G N, Hillyer G L. A cognitive model of custmer-based brand equity for frequently purchased products:Conceptual framework and empirical results [J]. Journal of Consumer Psychology,2004,35(14):124-131.
[161]Quinn R E, Rohrbaugh J. A competing values approach to organizational effectiveness[J]. Public Productivity Review,1981:122-140.
[162]Ravald A, Gronroos C. The value concept and relationship marketing [J], European journal of marketing,1996,30(2):19-30.
[163]Reast, J.D. Brand trust and brand extension acceptance:The relationship [J]. Journal of Product & Brand Management,2005,114(1):4-13.
[164]Ribbink D, Van Riel A C R, Liljander V, et al. Comfort your online customer: quality, trust and loyalty on the internet[J]. Managing service quality,2004,14(6): 446-456.
[165]Rothschild N, Morgan M. Cohesion and control:Adolescents' relationships with parents as mediators of television[J]. The Journal of Early Adolescence, 1987, 7(3):299-314.
[166]Rust R T, Lemon K N. E-service and the consumer[J]. International Journal of Electronic Commerce,2001,5(1):85-102.
[167]Ryssel R, Ritter T, Gemunden H G. The impact of information technology deployment on trust, commitment and value creation in business relationships [J]. Journal of Business & Industrial Marketing,2004,19(3):197-207.
[168]Santos J. E-service quality:A model of virtual service quality dimensions [J]. Managing service quality,2003,13(3):233-246.
[169]Sasser W E, Olsen R P, Wyckoff D D. Management of service operations:Text, cases, and readings[M]. Boston, MA:Allyn and Bacon,1978.
[170]Schnittka O, Sattler H, Zenker S. Brand association network value:A new metric to evaluate the favorability of brand association networks[J]. International Journal of Research in Marketing,2012,29(3):265-274.
[171]Sheth JN, Garrett D E. Marketing theory:Classic and contemporary readings[M]. South-Western Publishing Company,1986.
[172]Simon C J, Sullivan M W. The measurement and determinants of brand equity:A financial approach[J]. Marketing science, 1993,12(1):28-52.
[173]Singh J, Sirdeshmukh D. Agency and trust mechanisms in consumer satisfaction and loyalty judgments [J]. Journal of the Academy of Marketing Science,2000, 28(1):150-167.
[174]Siomkos G J, Malliaris P G. Consumer response to company communications during a product harm crisis[J]. Journal of Applied Business Research (JABR), 2011,8(4):59-65.
[175]Sirdeshmukh D, Singh J, Sabol B. Consumer trust, value, and loyalty in relational exchanges[J]. The Journal of Marketing,2002,66(1):15-37.
[176]Smith D N, Sivakumar K. Flow and internet shopping behavior:A conceptual model and research propositions[J]. Journal of Business Research,2004,57(10): 1199-1208.
[177]Smith J B, Colgate M. Customer value creation:A practical framework[J]. The journal of marketing theory and practice,2007,15(1):7-23.
[178]Srinivasan S S, Anderson R, Ponnavolu K. Customer loyalty in e-commerce:An exploration of its antecedents and consequences[J]. Journal of retailing,2002, 78(1):41-50.
[179]Srivastava R K, Shervani T A, Fahey L. Market-based assets and shareholder value:A framework for analysis[J]. The Journal of Marketing,1998:2-18.
[180]Srull T K, Wyer R S. Person memory and judgment[J]. Psychological review, 1989,96(1):58.
[181]Stobart P. Alternative methods of brand valuation[J]. Brand valuations: Establishing a true and fair view, London: The Interbrand Group,1989:35-49.
[182]Strub P J, Priest T B. Two patterns of establishing trust:the marijuana user[J]. Sociological Focus,1976,9(4):399-411.
[183]Sultan F. Consumer preferences for forthcoming innovations:the case of high definition television[J]. Journal of Consumer Marketing,1999,16(1):24-41.
[184]Sweeney, J. and Soutar, G. N. Consumer perceived value:the development of a multiple item scale [J]. Journal of Retailing,2001,77(2):203-220.
[185]Szymanski D M, Hise R T. E-satisfaction:an initial examination[J]. Journal of retailing,2000,76(3):309-322.
[186]Tauber E M. Brand leverage:Strategy for growth in a cost-control world [J]. Journal of Advertising Research,1988,28(4):26-30.
[187]Urban G L, Hauser J R, Liberali G, et al. Morph the web to build empathy, trust and sales[J]. MIT Sloan Management Review,2009,50(4):53-61.
[188]Van der Heijden H, Verhagen T. Online store image:Conceptual foundations and empirical measurement[J]. Information & Management,2004,41(5):609-617.
[189]Van Noort G, Kerkhof P, Fennis B M. Online versus conventional shopping: Consumers' risk perception and regulatory focus[J]. Cyber-Psychology & Behavior,2007,10(5):731-733.
[190]Wang C Y. Service quality, perceived value, corporate image, and customer loyalty in the context of varying levels of switching costs[J]. Psychology & Marketing,2010,27(3):252-262.
[191]Wang Y, Fesenmaier D R. Towards understanding members'general participation in and active contribution to an online travel community [J]. Tourism Management,2004,25(6):709-722.
[192]Wolfinbarger M, Gilly M C. eTailQ:Dimensionalizing, measuring and predicting etail quality [J]. Journal of retailing,2003,79(3):183-198.
[193]Wolin L D, Korgaonkar P. Web advertising:Gender differences in beliefs, attitudes and behavior[J]. Internet Research,2003,13(5):375-385.
[194]Wood C M, Scheer L K. Incorporating perceived risk into models of consumer deal assessment and purchase intent[J]. Advances In Consumer Research, 1996, 23(23):399-404.
[195]Wu J H, Wang S C. What drives mobile commerce? An empirical evaluation of the revised technology acceptance model[J]. Information & management,2005, 42(5):719-729.
[196]Wu L Y, Chen K Y, Chen P Y, et al. Perceived value, transaction cost, and repurchase-intention in online shopping:A relational exchange perspective [J]. Journal of Business Research,2012.
[197]Wyer Jr R S, Srull T K. Memory and cognition in its social context[M]. Lawrence Erlbaum Associates, Inc,1989.
[198]Yang Z, Cai S, Zhou Z, et al. Development and validation of an instrument to measure user perceived service quality of information presenting web portals [J]. Information & Management,2005,42(4):575-589.
[199]Yannopoulou N, Koronis E, Elliott R. Media amplification of a brand crisis and its affect on brand trust[J]. Journal of Marketing Management, 2011,27(5-6): 530-546.
[200]Yoo B, Donthu N. Developing a scale to measure the perceived quality of an Internet shopping site (SITEQUAL)[J]. Quarterly Journal of Electronic Commerce,2001,2(1):31-45.
[201]Yoo B, Donthu N. Developing and validating a multidimensional consumer-based brand equity scale[J]. Journal of business research,2001,52(1):1-14.
[202]Zaichkowsky J L. Measuring the involvement construct[J]. Journal of Consumer Research,1985,12 (3):341-352.
[203]Zeithaml V A, Berry L L, Parasuraman A. Understanding customer expectations of service[J]. Sloan Management Review,1991,32(3):42.
[204]Zeithaml V A, Parasuraman A, Malhotra A. Service quality delivery through web sites:a critical review of extant knowledge [J]. Journal of the academy of marketing science,2002,30(4):362-375.
[205]Zeithaml V A. Consumer perceptions of price, quality, and value:A means-end model and synthesis of evidence [J]. The Journal of Marketing,1988,52(3):2-22.
[206]2013年(上)中国网络零售市场监测报告[R].杭州：中国电子商务研究中心,2013.8.19
[207]2013年网络市场分析报告[R]http://www.i-click.asia/sc,2013.
[208]2014年第33次中国互联网发展状况统计报告[R].北京：中国互联网络信息中心(CNNIC),2014.1.
[209]白琳.顾客感知价值、顾客满意和行为倾向的关系研究述评[J].管理评论,2009,01：87-93.
[210]白琳,陈圻.顾客感知价值驱动因素研究新进展[J].外国经济与管理,2006,07：39-45.
[211]白长虹.西方的顾客价值研究及其实践启示[J].南开管理评论,2001,02：51-55.
[212]曹忠鹏,周庭锐,陈淑青.基于行为和态度的顾客多忠诚研究[J].中国工业经济,2007,03：79-87.
[213]查金祥,王立生.网络购物顾客满意度影响因素的实证研究[J].管理科学,2006,01：50-58.
[214]陈蓓蕾.基于网络和信任理论的消费者在线口碑传播实证研宄[D].浙江大 学,2008.
[215]陈晓萍,徐淑英,樊景立.组织与管理研究的实证方法[M].北京：北京大学出版社,2008.
[216]程文艳.我国信息隐私权及其保护[J].情报科学,2006,02：227-230.
[217]池丽萍,辛自强.幸福感：认知与情感成分的不同影响因素[J].心理发展与教育,2002,02：27-32.
[218]池忠仁,王浣尘.基于用户角度的网站易用性信息距离测度模型研究[J].情报科学,2007,01：139-145.
[219]董大海,权小妍,曲晓飞.顾客价值及其构成[J].大连理工大学学报(社会科学版),1999,04：18-20.
[220]范秀成,罗海成.基于顾客感知价值的服务企业竞争力探析[J].南开管理评论,2003,06：41-45.
[221]范秀成.品牌权益及其测评体系分析[J].南开管理评论,2000,01：9-15.
[222]关辉,董大海.购物网站品牌资产及其形成机制实证研究[J].中国流通经济,2008,01：37-39.
[223]郭安禧,黄福才,黎微.重游意向最关键驱动因素的实证研究——感知价值、感知吸引力、游客满意和游客信任的比较[J].江西财经大学学报,2013,01：38-46.
[224]郭国庆,李光明.购物网站交互性对消费者体验价值和满意度的影响[J].中国流通经济,2012,02：112-118.
[225]韩冰.互联网环境下顾客感知价值与信任关系研究[D].大连理工大学,2007.
[226]韩蓄,张景,李军怀.基于角色的个性化门户网站设计与实现[J].计算机工程与应用,2005,04：153-155.
[227]何佳讯.品牌关系质量本土化模型的建立与验证[J].华东师范大学学报(哲学社会科学版),2006,030：100-106.
[228]何佳讯.品牌资产测量的社会心理学视角研究评介[J].外国经济与管理,2006,04：48-52.
[229]何佳讯.中外企业的品牌资产差异及管理建议——基于CBRQ量表的实证研究[J].中国工业经济,2006,08：109-116.
[230]何志毅,赵占波.品牌资产评估的公共因子分析[J].财经科学,2005,01：75-80.
[231]侯杰泰,温忠麟,成子娟.结构方程模型及其应用[M].北京：经济科学出版社,2004.
[232]黄斐,王佳.基于感知价值的消费者接受行为模型和实证研究[J].商业研究,2013,06：19-27.
[233]江林,刘伟萍.新消费者：一个正在崛起的新兴消费群体[J].经济理论与经济管理,2001，10：11-14.
[234]蒋传海.网络效应、转移成本和竞争性价格歧视[J].经济研究,2010,09：55-66.
[235]金立印.本土网站品牌资产及其形成机制——基于网站内容视角的实证研究[J].营销科学学报,2007,03：31-49.
[236]金玉芳,董大海,刘瑞明.消费者品牌信任机制建立及影响因素的实证研究[J].南开管理评论,2006,05：28-35.
[237]金玉芳,董大海.基于计算机制建立品牌信任的实证研究[J].大连理工大学学报(社会科学版),2006,02：112-115.
[238]金玉芳,董大海,刘瑞明.消费者品牌信任机制建立及影响因素的实证研究[J].南开管理评论,2006,05：28-35.
[239]景东,程婧婷,石信岱.网络界面转换设计中的潜意识传播[J].当代传播,2011,04：78-80.
[240]井绍平,陶宇红,田泽永.消费者品牌转换驱动因素研究：基于绿色营销视角[J].商业经济与管理,2008,04：50-54.
[241]康庄,石静.品牌资产,品牌认知与消费者品牌信任关系实证研究[J].华东经济管理,2011,03：99-103.
[242]雷星晖,张伟.电子商务平台顾客感知价值对购买行为及企业未来销售的影响[J].上海管理科学,2012,04：27-33.
[243]李淑贤,周锌芳.服务质量重要性对感知水平和满意度影响研究[J].现代商业,2011,20：119-120.
[244]李双双,陈毅文.B2C电子商务中的消费者决策支持系统[J].心理科学进展,2006,03：438-442.
[245]李雪欣,钟凯.网络消费者感知价值影响因素的实证研究[J].首都经济贸易大学学报,2013,03：77-84.
[246]刘典严.TQM揭开顾客价值的三角习题[J].经济管理文摘,2002,08：15-19.
[247]刘刚,拱晓波.顾客感知价值构成型测量模型的构建[J].统计与决策,2007,01：131-133.
[248]刘敬严.顾客感知价值决定要因与关系质量的影响研究[J].软科学,2008,05：18-22.
[249]卢泰宏.品牌资产评估的模型与方法[J].中山大学学报(社会科学版),2002,03：88-95.
[250]缪圣陶.基于SaaS模式的电商服务质量评价及客户忠诚关系研究[D].浙江大学,2010.
[251]庞川,陈忠民,罗瑞文.消费者网络信任影响因素的实证分析[J].系统工程理论方法应用,2004,04：295-304.
[252]邱均平,陈颖.基于外部用户的高校网站易用性测度实证研究[J].情报科学,2008,11：1606-1610.
[253]邱睿.来源国形象及品牌形象认知对消费者购买行为之影响[D].中国博士学位论文全文数据库,2005.
[254]任丙强.我国互联网内容管制的现状及存在的问题[J].信息网络安全,2007,82,10：33-36.
[255]桑辉,郭晓薇.消费者产品涉入与品牌转换：顾客满意的中介效应[J].浙江工商大学学报,2012,06：56-63.
[256]盛天翔,刘春林.网上交易服务质量四维度对顾客满意及忠诚度影响的实证分析[J].南开管理评论,2008,06：37-41.
[257]宋赵丰.基于支付宝与首信易的第三方支付平台分析[J].现代商业,2009,33：13.
[258]孙国强.管理研究方法[M].上海：上海人民出版社,2007.
[259]孙强,司有和.网上购物顾客感知价值构成研究[J].科技管理研究,2007,07：185-187.
[260]田剑王丽伟.电商服务质量与大学生网络满意度关系的实证研究[J].南京邮电大学学报,2011,04：51-57.
[261]汪纯孝,温碧燕,姜彩芬.服务质量,消费价值,旅客满意感与行为意向[J]. 南开管理评论,2001,06：11-15.
[262]汪纯孝,岑成德,王卫东.顾客满意程度模型研究[J].中山大学学报(社会科学版),1999,05：92-98.
[263]王宏伟,夏远强.网络购物中顾客信任影响因素的实证研究[J].情报杂志,2009,01：79-82.
[264]王建军,李世英.计算机网络安全问题的分析与探讨[J].赤峰学院学报(自然科学版),2009,01：48-49.
[265]王兴元,于伟,易金.品牌生态系统网络风险成因及应对策略[J].企业经济,2008,05：53-55.
[266]王毅,王兴元.广义品牌社区的形成与演进及其对企业管理策略的启示[J].上海经济研究,2009,02：125-131.
[267]卫海英,王贵明.品牌资产构成的关键因素及其类型探讨[J].预测,2003,03：39-43.
[268]卫海英,王贵明.品牌资产与经营策略因子关系的回归分析[J].学术研究,2003,07：63-65
[269]温忠麟,侯杰泰.结构方程模型检验,拟合指数与卡方准则[J].心理学报,2004,02：186-194.
[270]肖琨.基于SaaS模式的电商服务质量决定因素实证研究[J].科技创业月刊,2010，10：76-78.
[271]谢家琳.组织与管理研究的实证方法[M].北京：北京大学出版社,2008：161-177.
[272]徐金灿.服务质量要素体系的探讨[D].中国科学院心理研究所,1998.
[273]许统邦,梁嘉成,夏剑龙.B2C模式下的消费者感知价值研究[J].商场现代化,2006,07：106-107.
[274]杨龙王永贵.顾客价值及其驱动因素剖析[J].管理世界,2002,06：146-147.
[275]杨晓燕,周懿瑾.绿色价值：顾客感知价值的新维度[J].中国工业经济,2006,07：110-116.
[276]杨羽.浅析网购信用评价问题及对策[J].科技经济市场,2009,03：98-99.
[277]姚钟华.企业获取核心竞争力的顾客价值分析[J].江西社会科学,2002,02：32-38.
[278]于春玲,王海忠,赵平.品牌权益理论及其实证研究评述[J].财经问题研究,2005,07：14-17.
[279]于春玲,郑晓明,孙燕军,赵平.品牌信任结构维度的探索性研究[J].南开管理评论,2004,02：35-40.
[280]袁登华,罗嗣明,李游.品牌信任结构及其测量研究[J].心理学探新,2007,03：81-86.
[281]张峰.基于认知视角的品牌资产模型的跨文化检验[J].商业经济与管理,2010,02：61-66.
[282]张辉.基于等待容忍度的银行动态排队服务系统[D].陕西师范大学,2012.
[283]张丽娟.顾客价值构成要素及对顾客重构行为的影响研究[D].华中农业大学,2008.
[284]张明立.顾客价值：21世纪企业竞争优势的来源[M].电子工业出版社,2007.
[285]赵宏霞,单丽娟,刘岩峰.关系营销、感知价值与网络购物信任维系的实证分析[J].渤海大学学报(自然科学版),2013,02：190-196.
[286]赵晓妮.网购存在的问题及其对策[J].长安大学学报：社会科学版,2011,03：49-52.
[287]郑龙鸣.我国网购中的主要不安全因素及其成因与对策[J].商业文化(学术版),2010,5：92-99.
[288]钟小娜.网络购物模式下的消费者感知价值研究[J].经济论坛,2005,15：131-133.
[289]周博.中国B2C电商服务质量与顾客满意度,行为意向影响关系研究[D].重庆大学,2007.
[290]周琳辉.如何养成大学生健康的网络生活方式[J].发展,2011,02：137-138.
[291]周涛,鲁耀斌,张金隆.基于感知价值与信任的移动商务用户接受行为研究[J].管理学报,2009,10：1407-1412.