基于消费者心理分析的在线购买者品牌忠诚研究
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摘要
随着信息技术的不断革新,互联网的应用更加广泛,从而改变了沟通方式和商业模式,也改变了消费者购物的方式。互联网不仅仅是企业与其客户及商业伙伴沟通的渠道,更是企业建立其信誉、树立企业形象和打造企业品牌的平台。同时,任何企业和客户的虚拟距离变得更近,客户可以非常方便地走近或者离开你的企业,也可以快速地影响更多的顾客走进或者离开,在这一背景下,网络经济时代的品牌忠诚显得更加重要和珍贵。
从理论的层面看,在线消费行为研究已经逐渐成为消费者行为研究中的一个热点,这些研究大都集中于在线消费行为影响因素的研究、在线消费风险与信任的研究,以及在线消费行为的形成机理等。这些研究为在线品牌忠诚的研究奠定了消费行为理论基础。作为市场营销中一个重要研究领域的品牌理论,虽然在离线环境下已经越来越丰满、充实,而针对在线品牌忠诚的研究却非常匮乏。本文着眼于在线品牌忠诚形成的三个心理阶段,研究了在线消费的各个环节对这三个心理阶段的影响,并结合我国的实际情况,利用结构方程模型对实证数据进行了分析与验证,力求为企业寻找一些有实证基础的策略建议。论文所做的主要工作和结论如下:
1.对在线品牌忠诚的概念界定进行了梳理,并将它与传统渠道下的品牌忠诚进行了比较,指出在线品牌忠诚包括两部分,即在线消费者对纯粹E品牌的忠诚和对传统品牌的在线购买忠诚。本文以传统品牌的在线购买忠诚为核心展开研究。
2.结合在线消费者的特征分析,分析了在线品牌忠诚形成的不同心理阶段,指出在线品牌选择和在线品牌满意是在线品牌忠诚形成过程中的两个必经阶段。在线品牌选择阶段的心理机制包括了在线品牌信息获取开始到试用的整个过程,因为在此之前的在线消费者心理一直充满了怀疑、比较的心态,所以它对应了品牌选择决策作出之前的一系列行为,直到作出品牌选择决策,才真正对在线品牌忠诚的形成迈出了具有实质性意义的一步。在线品牌满意阶段的心理机制包括了试用之后到口碑形成之前的一部分心理过程。这时的在线消费者一直处于把实际消费跟自己的消费预期相比较的过程中,一旦形成满意的评价,并毫不吝惜地公开表达自己的态度,那么在线品牌忠诚已经基本形成了,在这一阶段主要表现在态度忠诚。最后,在线品牌忠诚的确认阶段,在线消费者会根据实际情况,重复性地购买该品牌,使得在线品牌忠诚从态度真正落实到了行为。
3.在模型假设的基础上,参考前人的理论研究和实证量表,设计了本研究的问卷,并通过网络销售服务商进行在线问卷采集。对于实证数据,主要使用SPSS软件进行检验,使用LISREL软件进行结构方程的全模型分析。经过与5个竞争模型的比较,最终得到基于在线消费环节对在线品牌忠诚形成心理阶段影响的全模型分析结果。发现在线品牌信息获取、在线品牌风险承担意愿、在线品牌选择、在线品牌满意对在线品牌忠诚有显著的直接影响,同时,在线品牌消费体验和在线品牌沟通通过在线品牌选择对在线品牌忠诚有间接影响。
4.针对最终的修正结果,对部分问卷填写者进行了追踪访谈,结合访谈结果总结和分析了被实证研究所验证的假设,并对企业的营销人员提出了相应的建议。如果希望消费者在线选择自己的品牌,那么,企业首先最好为自己的品牌建立在线沟通的社区、BBS、Blog等虚拟空间,以便消费者可以在线进行品牌沟通;其次,在网络上设计虚拟店铺,在展示品牌产品的同时,将购物流程生动的呈现出来,如果是数字类产品,在线试用是必不可少的;然后,追踪记录其在线选购的频率、金额、组合等订购信息,再配合在线消费者的个人信息,营销人员就可以根据在线消费者的购买习惯,按照周期发送该品牌的更新信息,如所选购产品促销信息、同功能的新款式或升级产品的介绍、会员活动和建议的产品组合等,这些如期而至的信息能够准确地获取这类在线消费者的购买时机,从而避免他们在产生消费意愿时因为过多接触别的品牌而降低对原有品牌的忠诚。
总的来说,本文围绕在线品牌忠诚形成的三个心理阶段,研究了在线消费各环节对在线品牌选择、满意和忠诚三阶段的影响,并利用实证数据通过结构方程的全模型分析进行了验证,最后对企业营销人员提出了有针对性地建议。
本文的创新点主要有:
1.全面梳理了在线品牌忠诚的概念,并从心理层面分析了在线品牌忠诚形成的不同心理阶段,阐释了从信息到记忆的在线品牌选择阶段、从试用到态度的在线品牌满意阶段和从口碑到共鸣的在线品牌忠诚阶段。
2.提出了基于在线消费流程各环节对在线品牌忠诚形成心理阶段影响的假设模型,在此基础上开发了相应的问卷量表,并通过信度和效度检验。
3.对在线消费流程作用于在线品牌忠诚形成的不同心理阶段进行了模型设计,从而为以后在线消费行为的相关研究探索了路径。本研究对这一系列影响的路径进行了建模设计,并完成了全模型推演,部分验证了传统消费环境下影响路径在互联网环境下的渠道变迁效果,同时部分验证了国外在线品牌消费特征在当前中国互联网消费领域的迁徙效果和差异性。在这样的特点总结下,可以引发许多针对这些特点在不同时间和空间上的变异性研究。
4.结合消费者追踪深入调查,对全模型结果进行了总结与分析,从而为营销实践人员提供建设性的建议奠定了基础。
With the accelerating economic globalization, the information technology such as internet has changed the communication and commercial mode for ever as well as the consumers’shopping pattern. Internet not only offers the channel for communication between enterprises and their customers and business partners, but also builds up a platform for establishing their reputation and brand. Meanwhile, the geographical distance between any enterprises and their customers has been overlooked with the click of mouse. Customers can easily approach or leave your venue marked of .com and can also influence more buyers get to or get rid of you quickly. With this background, the brand loyalty in the age of internet economy seems to be especially significant and precious.
From the theoretical point of view, the study of online shoppers’behavior has gradually become the hot spot in the field of consumer behavior study, mostly focusing on the study of the factors influencing online shoppers’behavior, the study of the risk and trust of online shopping, the formation mechanism of online shopping behavior, etc. All the studies have laid the solid theoretical foundation of consumer behavior for the study on online brand loyalty. However, as the brand theory in a key marketing study field, the quantity of the study on online shopping brand loyalty is seriously in sufficient, although the sort of the study has been booming in off-line environment. This dissertation focuses on the three psychological stages in the formation of online brand loyalty, studying the influence of various online shopping sectors on the three psychological stages, analyzing and demonstrating empirical data with the Structural Equation Model under the real circumstance of our country, and finally searching for some strategic proposals with the empirical foundation for enterprises. The major efforts and conclusions are as follows:
1. The dissertation defines the online brand loyalty and compares it with the brand loyalty involved in traditional channels. It indicates that the online brand loyalty consists of two main parts including online shoppers’pure loyalty to brand E and their online shopping loyalty to traditional brands. The dissertation focuses on the online shopping loyalty to traditional brands.
2. Combined with the online consumers’characteristic analysis, the dissertation studies various psychological stages involved in the formation of online brand loyalty and indicates that the selection of the online brands and the satisfaction of the online brands are two essential stages in the formation. The psychology mechanism during the selection stage covers the whole process from the acquisition of the online brand information and the test of the product. Before this stage, the online consumers are filled with the mental status of doubt and comparison which leads to the series of actions before the brand decision-making, so the first step with some realistic significance is with the determination on the brand selection. The psychology mechanism during the online brand satisfaction stage covers the process from the test of the products to the establishment of the brand reputation. Online consumers are involved in the mental status of comparing their actual consumption with the expected consumption during the whole process. Once the satisfactory impression has been formed, they will not hesitate to openly show their attitudes and therefore preliminarily establish the online brand loyalty. The brand loyalty during this stage mainly displays the characteristic of attitude loyalty. Finally comes the affirmative stage of the online brand loyalty. The online consumers will repeatedly purchase the products of the brand according to the real circumstance, consolidating the brand loyalty from the attitude to behavior.
3. On the basis of model assumption and the previous theoretical analysis and empirical scales, the questionnaire has been designed for this dissertation,and distributed and collected online through the online sales service. The dissertation mainly applies SPSS for inspection and LISREL for the model analysis on the structural equation. Through the comparison of the five competitive models, the dissertation works out the result of the full model analysis based on the influence of the online-shopping sectors on the psychological stages of the online brand loyalty formation. The dissertation discovers that the acquisition of the online brand information, the willingness of undertakeing the online brand risks, the selection of online brands as well as the online brand satisfaction have remarkable direct impact on the online brand loyalty. Additionally, the online brand consumption experience and the online brand communication have the indirect impact.
4. According to the final corrected result, this dissertation conducts the tracking interview with some participants answering the questionnaire and, based on the results of the interview, analyze the assumption demonstrated by the empirical study. We also work out some proposals for the concerned sales stuff of the enterprises. If the enterprise hopes the consumers select their products online, they’d better first built up the virtual space such as the online community, BBS, Blog for their brand, providing the consumers’with the channels for online brand communication. Second, they’d better set up online shops to display the products of the brand and to vividly show the shopping flow. If they sell digital products, the online test is an essential. Then they should track and record the consumers’online order information such as frequency, amount and combination. And next, taking advantage of the online shoppers’individual information, the sales may regularly deliver the updating information of the brand products, for example, the promotion information of their target products, the new release of the similar products or the introduction to the upgrading products, the member activities and the recommending products combinations, according to the consumers’purchase habits. All the regular information will accurately seize the online shopper’s purchase opportunity and therefore avoid the decrease of the consumers’brand loyalty resulted from over-acceptance of the other brand’s information when they want to purchase some products.
In conclusion, centering the three psychological stages of the online brand loyalty formation, the dissertation studies the influence of various consumption sectors on the three stages of the online brand selection, satisfaction and loyalty. It also demonstrates the all-round model analysis of the structural equation based on the empirical data. And finally it works out the specific proposals for the sales person in enterprises.
The dissertation boasts the following innovations:
1. It defines the online brand loyalty in an all-round manner and, from a psychological point of view, analyzes the various mental stages involved in the formation of the online brand loyalty. It elaborates the stage of acquiring the online brand choice from preliminary information to memorization, the stage of the online brand satisfaction from experience to attitude and the stage of the online brand loyalty from reputation to recognition.
2. It puts forward the hypothesis model for the influence of the online consumption sectors on the psychological formation stage of the online brand loyalty. It also explores the corresponding questionnaire based on the model and corrects it according to the results of the inspection on validity and reliability.
3. It designs models for various psychological stages involved in the formation of online brand loyalty which is affected by the online consumption flow, providing the future related study on online shopping behavior with an explored route. It conducts modeling on the series of routes and accomplishes deduction of the models, partially demonstrating the channel changes of the influencing route under traditional consumption environment which is now put in the internet environment. Meanwhile, it proves partially the migration effects and the otherness of the overseas online brand consumption characteristics in the current Chinese online consumption environment. With such a conclusion of the characteristics, it may lead to a number of variability studies with different time and space backgrounds.
4. The dissertation conducts the structural equation model analysis based on the empirical data and launches a through investigation with the consumer tracing. It concludes and analyzes the results of the model study, grounding the constructive proposals for the marketing practitioners.
从理论的层面看,在线消费行为研究已经逐渐成为消费者行为研究中的一个热点,这些研究大都集中于在线消费行为影响因素的研究、在线消费风险与信任的研究,以及在线消费行为的形成机理等。这些研究为在线品牌忠诚的研究奠定了消费行为理论基础。作为市场营销中一个重要研究领域的品牌理论,虽然在离线环境下已经越来越丰满、充实,而针对在线品牌忠诚的研究却非常匮乏。本文着眼于在线品牌忠诚形成的三个心理阶段,研究了在线消费的各个环节对这三个心理阶段的影响,并结合我国的实际情况,利用结构方程模型对实证数据进行了分析与验证,力求为企业寻找一些有实证基础的策略建议。论文所做的主要工作和结论如下:
1.对在线品牌忠诚的概念界定进行了梳理,并将它与传统渠道下的品牌忠诚进行了比较,指出在线品牌忠诚包括两部分,即在线消费者对纯粹E品牌的忠诚和对传统品牌的在线购买忠诚。本文以传统品牌的在线购买忠诚为核心展开研究。
2.结合在线消费者的特征分析,分析了在线品牌忠诚形成的不同心理阶段,指出在线品牌选择和在线品牌满意是在线品牌忠诚形成过程中的两个必经阶段。在线品牌选择阶段的心理机制包括了在线品牌信息获取开始到试用的整个过程,因为在此之前的在线消费者心理一直充满了怀疑、比较的心态,所以它对应了品牌选择决策作出之前的一系列行为,直到作出品牌选择决策,才真正对在线品牌忠诚的形成迈出了具有实质性意义的一步。在线品牌满意阶段的心理机制包括了试用之后到口碑形成之前的一部分心理过程。这时的在线消费者一直处于把实际消费跟自己的消费预期相比较的过程中,一旦形成满意的评价,并毫不吝惜地公开表达自己的态度,那么在线品牌忠诚已经基本形成了,在这一阶段主要表现在态度忠诚。最后,在线品牌忠诚的确认阶段,在线消费者会根据实际情况,重复性地购买该品牌,使得在线品牌忠诚从态度真正落实到了行为。
3.在模型假设的基础上,参考前人的理论研究和实证量表,设计了本研究的问卷,并通过网络销售服务商进行在线问卷采集。对于实证数据,主要使用SPSS软件进行检验,使用LISREL软件进行结构方程的全模型分析。经过与5个竞争模型的比较,最终得到基于在线消费环节对在线品牌忠诚形成心理阶段影响的全模型分析结果。发现在线品牌信息获取、在线品牌风险承担意愿、在线品牌选择、在线品牌满意对在线品牌忠诚有显著的直接影响,同时,在线品牌消费体验和在线品牌沟通通过在线品牌选择对在线品牌忠诚有间接影响。
4.针对最终的修正结果,对部分问卷填写者进行了追踪访谈,结合访谈结果总结和分析了被实证研究所验证的假设,并对企业的营销人员提出了相应的建议。如果希望消费者在线选择自己的品牌,那么,企业首先最好为自己的品牌建立在线沟通的社区、BBS、Blog等虚拟空间,以便消费者可以在线进行品牌沟通;其次,在网络上设计虚拟店铺,在展示品牌产品的同时,将购物流程生动的呈现出来,如果是数字类产品,在线试用是必不可少的;然后,追踪记录其在线选购的频率、金额、组合等订购信息,再配合在线消费者的个人信息,营销人员就可以根据在线消费者的购买习惯,按照周期发送该品牌的更新信息,如所选购产品促销信息、同功能的新款式或升级产品的介绍、会员活动和建议的产品组合等,这些如期而至的信息能够准确地获取这类在线消费者的购买时机,从而避免他们在产生消费意愿时因为过多接触别的品牌而降低对原有品牌的忠诚。
总的来说,本文围绕在线品牌忠诚形成的三个心理阶段,研究了在线消费各环节对在线品牌选择、满意和忠诚三阶段的影响,并利用实证数据通过结构方程的全模型分析进行了验证,最后对企业营销人员提出了有针对性地建议。
本文的创新点主要有:
1.全面梳理了在线品牌忠诚的概念,并从心理层面分析了在线品牌忠诚形成的不同心理阶段,阐释了从信息到记忆的在线品牌选择阶段、从试用到态度的在线品牌满意阶段和从口碑到共鸣的在线品牌忠诚阶段。
2.提出了基于在线消费流程各环节对在线品牌忠诚形成心理阶段影响的假设模型,在此基础上开发了相应的问卷量表,并通过信度和效度检验。
3.对在线消费流程作用于在线品牌忠诚形成的不同心理阶段进行了模型设计,从而为以后在线消费行为的相关研究探索了路径。本研究对这一系列影响的路径进行了建模设计,并完成了全模型推演,部分验证了传统消费环境下影响路径在互联网环境下的渠道变迁效果,同时部分验证了国外在线品牌消费特征在当前中国互联网消费领域的迁徙效果和差异性。在这样的特点总结下,可以引发许多针对这些特点在不同时间和空间上的变异性研究。
4.结合消费者追踪深入调查,对全模型结果进行了总结与分析,从而为营销实践人员提供建设性的建议奠定了基础。
With the accelerating economic globalization, the information technology such as internet has changed the communication and commercial mode for ever as well as the consumers’shopping pattern. Internet not only offers the channel for communication between enterprises and their customers and business partners, but also builds up a platform for establishing their reputation and brand. Meanwhile, the geographical distance between any enterprises and their customers has been overlooked with the click of mouse. Customers can easily approach or leave your venue marked of .com and can also influence more buyers get to or get rid of you quickly. With this background, the brand loyalty in the age of internet economy seems to be especially significant and precious.
From the theoretical point of view, the study of online shoppers’behavior has gradually become the hot spot in the field of consumer behavior study, mostly focusing on the study of the factors influencing online shoppers’behavior, the study of the risk and trust of online shopping, the formation mechanism of online shopping behavior, etc. All the studies have laid the solid theoretical foundation of consumer behavior for the study on online brand loyalty. However, as the brand theory in a key marketing study field, the quantity of the study on online shopping brand loyalty is seriously in sufficient, although the sort of the study has been booming in off-line environment. This dissertation focuses on the three psychological stages in the formation of online brand loyalty, studying the influence of various online shopping sectors on the three psychological stages, analyzing and demonstrating empirical data with the Structural Equation Model under the real circumstance of our country, and finally searching for some strategic proposals with the empirical foundation for enterprises. The major efforts and conclusions are as follows:
1. The dissertation defines the online brand loyalty and compares it with the brand loyalty involved in traditional channels. It indicates that the online brand loyalty consists of two main parts including online shoppers’pure loyalty to brand E and their online shopping loyalty to traditional brands. The dissertation focuses on the online shopping loyalty to traditional brands.
2. Combined with the online consumers’characteristic analysis, the dissertation studies various psychological stages involved in the formation of online brand loyalty and indicates that the selection of the online brands and the satisfaction of the online brands are two essential stages in the formation. The psychology mechanism during the selection stage covers the whole process from the acquisition of the online brand information and the test of the product. Before this stage, the online consumers are filled with the mental status of doubt and comparison which leads to the series of actions before the brand decision-making, so the first step with some realistic significance is with the determination on the brand selection. The psychology mechanism during the online brand satisfaction stage covers the process from the test of the products to the establishment of the brand reputation. Online consumers are involved in the mental status of comparing their actual consumption with the expected consumption during the whole process. Once the satisfactory impression has been formed, they will not hesitate to openly show their attitudes and therefore preliminarily establish the online brand loyalty. The brand loyalty during this stage mainly displays the characteristic of attitude loyalty. Finally comes the affirmative stage of the online brand loyalty. The online consumers will repeatedly purchase the products of the brand according to the real circumstance, consolidating the brand loyalty from the attitude to behavior.
3. On the basis of model assumption and the previous theoretical analysis and empirical scales, the questionnaire has been designed for this dissertation,and distributed and collected online through the online sales service. The dissertation mainly applies SPSS for inspection and LISREL for the model analysis on the structural equation. Through the comparison of the five competitive models, the dissertation works out the result of the full model analysis based on the influence of the online-shopping sectors on the psychological stages of the online brand loyalty formation. The dissertation discovers that the acquisition of the online brand information, the willingness of undertakeing the online brand risks, the selection of online brands as well as the online brand satisfaction have remarkable direct impact on the online brand loyalty. Additionally, the online brand consumption experience and the online brand communication have the indirect impact.
4. According to the final corrected result, this dissertation conducts the tracking interview with some participants answering the questionnaire and, based on the results of the interview, analyze the assumption demonstrated by the empirical study. We also work out some proposals for the concerned sales stuff of the enterprises. If the enterprise hopes the consumers select their products online, they’d better first built up the virtual space such as the online community, BBS, Blog for their brand, providing the consumers’with the channels for online brand communication. Second, they’d better set up online shops to display the products of the brand and to vividly show the shopping flow. If they sell digital products, the online test is an essential. Then they should track and record the consumers’online order information such as frequency, amount and combination. And next, taking advantage of the online shoppers’individual information, the sales may regularly deliver the updating information of the brand products, for example, the promotion information of their target products, the new release of the similar products or the introduction to the upgrading products, the member activities and the recommending products combinations, according to the consumers’purchase habits. All the regular information will accurately seize the online shopper’s purchase opportunity and therefore avoid the decrease of the consumers’brand loyalty resulted from over-acceptance of the other brand’s information when they want to purchase some products.
In conclusion, centering the three psychological stages of the online brand loyalty formation, the dissertation studies the influence of various consumption sectors on the three stages of the online brand selection, satisfaction and loyalty. It also demonstrates the all-round model analysis of the structural equation based on the empirical data. And finally it works out the specific proposals for the sales person in enterprises.
The dissertation boasts the following innovations:
1. It defines the online brand loyalty in an all-round manner and, from a psychological point of view, analyzes the various mental stages involved in the formation of the online brand loyalty. It elaborates the stage of acquiring the online brand choice from preliminary information to memorization, the stage of the online brand satisfaction from experience to attitude and the stage of the online brand loyalty from reputation to recognition.
2. It puts forward the hypothesis model for the influence of the online consumption sectors on the psychological formation stage of the online brand loyalty. It also explores the corresponding questionnaire based on the model and corrects it according to the results of the inspection on validity and reliability.
3. It designs models for various psychological stages involved in the formation of online brand loyalty which is affected by the online consumption flow, providing the future related study on online shopping behavior with an explored route. It conducts modeling on the series of routes and accomplishes deduction of the models, partially demonstrating the channel changes of the influencing route under traditional consumption environment which is now put in the internet environment. Meanwhile, it proves partially the migration effects and the otherness of the overseas online brand consumption characteristics in the current Chinese online consumption environment. With such a conclusion of the characteristics, it may lead to a number of variability studies with different time and space backgrounds.
4. The dissertation conducts the structural equation model analysis based on the empirical data and launches a through investigation with the consumer tracing. It concludes and analyzes the results of the model study, grounding the constructive proposals for the marketing practitioners.
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