商贸平台品牌形象对消费者产品购买行为的影响研究
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摘要
近年来随着平台经济的兴起,搭建产业平台、吸引消费者形成有影响力的平台品牌已成为一种趋势.以商贸平台为研究对象,将商贸平台品牌形象划分为三个维度:运营商形象、店铺形象、平台形象,构建"商贸平台品牌形象-平台品牌态度-平台产品行为"的概念模型.研究发现:商贸平台品牌形象三维度均正向影响着消费者平台品牌态度和平台产品购买行为;消费者平台品牌态度在商贸平台品牌形象和消费者平台产品购买行为之间起到部分中介的作用.并提出相关建议.
with the rise of platform economy in recent years,it has become a trend to build industrial platforms and attract consumers to form influential platform brands. Taking the business platform as the research object,this paper divides the brand image of the business platform into three dimensions: operator image,store image and platform image,and constructs the conceptual model of "business platform brand image—platform brand attitude—platform product behavior". The results show that three dimensions of brand image of business platform positively influence consumers' brand attitude and purchase behavior of platform products. Consumer platform brand attitude plays a part of intermediary role between brand image of business platform and product purchase behavior of consumer platform. This conclusion can provide a reference for the brand construction of trade platform.
with the rise of platform economy in recent years,it has become a trend to build industrial platforms and attract consumers to form influential platform brands. Taking the business platform as the research object,this paper divides the brand image of the business platform into three dimensions: operator image,store image and platform image,and constructs the conceptual model of "business platform brand image—platform brand attitude—platform product behavior". The results show that three dimensions of brand image of business platform positively influence consumers' brand attitude and purchase behavior of platform products. Consumer platform brand attitude plays a part of intermediary role between brand image of business platform and product purchase behavior of consumer platform. This conclusion can provide a reference for the brand construction of trade platform.
引文
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[18]李惠璠,罗海成,姚唐.企业形象对顾客态度忠诚与行为忠诚的影响模型:来自零售银行业的证据[J].管理评论,2012,24(6):88-97.
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[21]SIRGY M J,GREWAL D,MANGLEBURG T F,et al.Assessing the predictive validity of two methods of self-image congruence[J].Journal of the Academy of Marketing Science,1997,25:229-241.
[2]李凌.平台经济发展与政府管制模式变革[J].经济学家,2015(7):27-34.
[3]谢佩洪,陈昌东,周帆.平台型企业生态圈战略研究前沿探析[J].上海对外经贸大学学报,2017,24(5):54-65.
[4]张小宁.平台战略研究评述及展望[J].经济管理,2014,36(3):190-199.
[5]AAKER D A.Building a brand:The Saturn story[J].Journal of Product Innovation Management,1995,12(2):114-133.
[6]KELLER K L.Conceptualizing,measuring,and managing customer-based brand equity[J].Journal of Marketing.1993,57(1):1-22.
[7]BIEL A L.How brand image drives brand equity[J].Journal of Advertising Research,1992,32(6):6-12.
[8]马进军,陈宿斌.快消品品牌知识对品牌态度及购买意愿的影响[J].商业经济研究,2017(10):47-49.
[9]LOW G S,LAMB J C.The measurement and dimensionality of brand associations[J].Journal of Product&Brand Management,2000,9(6):350-370.
[10]AGHEKYAN-SIMONIAN M,FORSYTHE S,KWON W S,et al.The role of product brand image and online store image on perceived risks and online purchase intentions for apparel[J].Journal of Retailing and Consumer Services,2012,19(3).
[11]PERCY L,ROSSITER J R.A model of brand awareness and brand advertising strategies[J].Psychology and Marketing,1992,9(4):263-274.
[12]AJZEN I.The theory of planned behavior[J].Organizational Behavior and Human Decision Processes,1991,50(2):179-211.
[13]ARON O’CASS,DEBRA GRACE.An exploratory perspective of service brand associations[J].Journal of Services Marketing,2003,17(5):452-475.
[14]DODDS W B,MONROE K B,GREWAL D.Effects of price brand and store information on buyers product evaluations[J].Journal of Marketing Research,1991(3):307-319.
[15]HARSONO SONI,PERDANA SOLY,RIYADI DIMAS BAGUS,et al.The influence of brand image,brand trust,perceived quality and perceived value on consumer purchase intention at different categories of product[J].Advanced Science Letters,2018,24(5):3198-3207.
[16]PORTER S S,CLAYCOMB C.The influence of brand recognition on retail store image[J].The Journal of Product&Brand Management,1997,6(6):373-387.
[17]RUI VINHAS DA SILVA,SHARIFAH FARIDAH SYED ALWI.Online corporate brand image,satisfaction,and loyalty[J].Journal of Brand Management,2008,16(3):119-144.
[18]李惠璠,罗海成,姚唐.企业形象对顾客态度忠诚与行为忠诚的影响模型:来自零售银行业的证据[J].管理评论,2012,24(6):88-97.
[19]VAHIE A,PASWAN A.Private label brand image:Its relationship with store image and national brand[J].International Journal of Retail&Distribution Management,2006,34(1):67-84.
[20]汤筱晓,洪茹燕.平台品牌认知对产品购买行为的影响研究:品牌敏感的调节作用[J].重庆大学学报(社会科学版),2016,22(2):109-118.
[21]SIRGY M J,GREWAL D,MANGLEBURG T F,et al.Assessing the predictive validity of two methods of self-image congruence[J].Journal of the Academy of Marketing Science,1997,25:229-241.
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