网站特征对互联网品牌忠诚的影响机理研究
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摘要
随着我国网络环境的日趋完善,网民规模的持续扩大,互联网上诞生了一批以互联网为生存和发展空间的互联网品牌网站,这些互联网品牌网站通过为网民提供各种信息内容、网络应用服务和价值增值服务来获取收益和盈利。在互联网品牌网站追求发展的过程中,会与其他竞争对手为争夺网民的注意力和浏览量而发生激烈的竞争,而这种竞争更直接地表现为网站品牌的竞争。品牌是网站企业在互联网市场上的通行证,也是连接网站企业与网民的桥梁,因此,拥有一个知名的互联网品牌对网站企业的生存和发展至关重要。网站企业为网民和顾客提供的“产品”实际上就是网页中的内容和各种网络应用服务,而这些信息内容和网络应用服务往往是免费提供给顾客和网民的。因此,传统市场营销领域的价格竞争和促销不再是互联网竞争中的主要手段。网站企业竞争的重点是要在网站内容的设计上为顾客提供有价值的信息和应用服务,让顾客通过网站内容的浏览和网络应用的使用感知到价值的提升,从而逐渐对该网站品牌形成一种情感偏好和依赖,建立品牌忠诚。与传统的市场环境不同,由于互联网市场环境具有信息公开透明、虚拟性等特点,顾客和网民处于明显的主动地位,具有多样性的选择,因此,如何设计并塑造能够有效吸引顾客和网民的网站内容和功能特征成为竞争的关键。本文选择网站特征对互联网品牌忠诚的影响机理作为研究主题,从理论和实证两个方面去探索和发现影响互联网品牌忠诚的关键网站特征要素以及其作用机理。
围绕着本文选题,研究中主要解决了两方面问题：一个是影响互联网品牌忠诚的关键因素有哪些?二是这些要素是如何影响和作用于互联网品牌忠诚的。目前已有的对网络品牌忠诚的研究主要是从顾客态度、顾客价值或品牌关系的角度对其进行探讨,同时,这些研究更多的是关注购物类网站的品牌忠诚问题。一方面缺少对影响顾客态度、顾客价值和品牌关系的网站自身内容方面的研究：另一方而,购物类网站也仅是互联网众多品牌网站中的一部分子集,缺乏具有更加普遍指导意义上的理论研究成果。因此,本文综合了网站内容特征要素和顾客感知价值两个方面的内容,重点研究探讨了它们之间的关系及对互联网品牌忠诚的作用影响。
首先,本研究在文献回顾的基础上,对互联网品牌网站特征的相关研究进行了述评,并对当前我国网民使用率最高的16项网络应用进行了特征分析。基于扎根理论,通过访谈形成了15个互联网网站关键特征属性的轴心问项,并通过探索性因子分析和验证性因子分析,提取并命名了四个因子,并以此作为网站特征的四个主要维度内容和后续的研究基础。
其次,本研究构建了网站特征对互联网品牌忠诚影响机理的概念模型,建立了相关假设,并通过实证研究对模型进行了拟合检验和假设检验。通过文献回顾,对顾客价值进行了细分,分为顾客功能价值、顾客情感价值和顾客社会价值三个维度。在此基础上,探讨了品牌网站的四个特征要素对顾客价值的作用机理。通过实证研究发现,网站特征的内容有用性、社会交往性和娱乐休闲性对于顾客功能价值、顾客情感价值和顾客社会价值都有显著的正向影响,但是网站特征中的技术易用性对顾客的情感价值和社会价值没有显著影响。同时,研究发现内容有用性对于顾客的功能价值的影响非常明显；而社会交往性和娱乐休闲性对顾客的情感价值和社会价值的影响非常明显。这一结果说明网站的内容有用性是其生存的根本基础,而在此基础上,网站要想获得更好的发展,则要注重提升顾客的情感价值和社会价值,即要重点加强并凸显网站中关于互动交流、娱乐休闲方面的内容设计。
第三,本研究进一步分析并验证了顾客价值对品牌忠诚的影响作用。许多研究学者提出影响品牌忠诚的关键因素是满意、信任、品牌关系或者转换成本等。通过文献梳理,本研究认为,顾客与企业之间的关系从本质上来说是一种追求各自利益和需求满足的价值交换关系,顾客对某一品牌形成忠诚的主要原因是企业为其提供了有意义的价值。无论是顾客满意、信任、承诺或者忠诚,最终都是以顾客感知价值作为其根本的驱动因素。参考国内外学者在品牌忠诚方面研究的现有成果,本研究中将互联网品牌忠诚也划分为两个维度,即互联网品牌态度忠诚和行为忠诚。通过实证研究,探讨了顾客感知价值对互联网品,牌忠诚的影响关系。研究中发现,顾客的功能价值对互联网品牌的态度忠诚没有显著影响,但对品牌的行为忠诚有显著影响。这一结论也解释了追求功利性的网民或顾客会因为品牌网站很好地满足了其功能需求,感觉该网站的内容对他有用时,就会反复地进行登录和浏览。但同时也说明,当出现更好用的其他品牌网站时,网民或顾客很容易发生品牌转换行为。另一方面,顾客的情感价值和社会价值对互联网品牌的态度忠诚的影响作用非常明显,因此,长期良好的顾客品牌间关系的维护需要网站重点做好与顾客的情感沟通,让网民或顾客在该网站上有一种归属感,形成一定的情感依赖并建立品牌的态度忠诚。
最后,基于以上研究内容和研究结论,本文对互联网品牌的塑造和品牌管理给出了具有启示性的策略建议。
本研究的主要创新点在于：第一,研究了网络顾客价值的前置影响因素,从网站的功能属性和社会属性这两个角度出发,提出了网站特征的四项关键要素：技术易用性、内容有用性、社会交往性和娱乐休闲性。对顾客价值、品牌态度、品牌关系与品牌忠诚的研究进行了扩展,延伸到网站特征因素。将网站内容设计特征和顾客感知价值两方面内容结合起来,探讨了其对互联网品牌忠诚的影响机理。指出网民的反复浏览行为或使用网站提供的网络应用服务的原因关键是互联网品牌网站为其提供了价值,而网站提供的价值又具体体现在网站的特性表现中,从而为互联网网站品牌的塑造和建设提供了重要的理论支持。第二,将顾客价值作为重要的中介变量,将网站的特征属性与互联网品牌的忠诚联系起来,建立了网站特征—顾客价值—互联网品牌忠诚的概念模型,并通过实证研究验证了顾客价值在网站特征属性和互联网品牌忠诚之间的重要的中介作用。指出互联网网站企业在网站内容、风格等设计方面应围绕着顾客价值的提升去开发网络应用项目,塑造并凸显品牌网站特征。该研究结论对网站的开发与内容设计有着重要的启示作用。第三,本文研究拓展了品牌管理的研究领域,以往的品牌忠诚研究主要是对传统市场品牌或购物类网站品牌来展开的,本研究则重点研究完全依赖互联网生存和发展的网络内容提供商(ICP)网站品牌的忠诚影响机理。由于互联网发展环境与传统市场环境存在明显的差异性,因此,其品牌忠诚的影响机理以及关键影响因素也存在很大差异。因此,本项研究的内容和结论对品牌忠诚理论是有益的补充和完善。
With the improvement of Internet environment and continued expansion of Internet users scale, a number of brand websites emerge on the Internet and Internet is a basis on which these websites rely for existing and development. These Internet brand websites get the revenue through providing Internet users with a variety of information content, network application and value-added services. In order to get better development, many websites inevitably are involved in the fierce competition for Internet users'attention and page views. The competition among them is turning to websites" brand competition. Brand not only is the pass of a website in Internet market, but also is a bridge which connects website enterprises with Internet users. Therefore, a well-known brand is essential for a website's survival and development. Actually, the products which website companies provide for Internet users are the content of the webpage and a variety of network application services. Usually, Internet users don't need to pay for them. So. traditional marketing factors, such as price and promotion, are no longer the main means of competition in the Internet competition. Websites should focus on the question how to provide customers with valuable information and services through the design of websites content. The rise of customer perceived value will influence the brand affect and emotion, and help to build up brand loyalty. Internet market environment is open, transparent and virtual which differs from the traditional market. Customers and Internet users are initiative and have more options in Internet market. So. the key of Internet websites competition is to design and build the attractive websites'characteristic in aspect of content and function. In order to explore and discover the key website characteristic elements and find out how the websites characteristics impact on brand loyalty, the paper chooses the mechanism of websites characteristics influencing on Internet brand loyalty as the topic theme.
Focusing on the research theme, this study mainly solves two problems including what are the key influencing factors of Internet brand loyalty and how these factors influence Internet brand loyalty. Through the review of related literature, we find that many studies have discussed the factors influencing Internet brand loyalty from the perspectives of customer attitude, customer value and brand relationship. Online shopping website is chosen to be the research object in most of these studies. Therefore, the study of how websites characteristics impact on the customer attitude, customer perceived value and customer-based brand relationship is insufficient. Because online shopping website is a small component part of whole Internet, some research findings are lack of universal guiding significance. Integrating website characteristics with customer perceived value, the paper puts emphasis on the relationship of them and the role of influencing on Internet brand loyalty.
Firstly, the study reviews related literature about Internet websites characteristics and analyses major features of16net applications which is mostly utilized by current Chinese Internet users. Based on the grounded theory, we put forward15key attribute items of Internet websites characteristic. Then, through exploratory factor analysis and confirmatory factor analysis, four principal factors are extracted and named. The raised four main dimensions of Internet websites characteristic also are the base of follow-up research.
Secondly, this study constructs a conceptual model of the mechanism of websites characteristics influencing on Internet brand loyalty and proposes some related hypotheses. Through empirical research, model fitting and related hypothesis are tested. Based on the literature review, customer value is divided into three dimensions:customer functional value, customer emotional value and customer social value. On this basis, the mechanism of the four elements of websites characteristic influencing on customer perceived value is explored and discussed. The empirical research finds that usefulness of content, social interaction and leisure and entertainment have a significant positive effect on customer perceived value. Technical ease of use has a significant positive effect on perceived functional value, but not on perceived emotional value and social value. The study also finds that usefulness of content has an effect on perceived functional value more significant than other factors. Social interaction and leisure and entertainment have a more significant effect on perceived emotional value and social value than other factors. The result suggests that the characteristic of website content useful is the fundamental basis for its existence. Furthermore, in order to get better development, websites should focus on improving customer perceived emotional value and perceived social value, that is. to focus on strengthening website content design about interaction, entertainment and leisure.
Thirdly, this study further analyzes and verifies the influence relationship between customer value and brand loyalty. Many researchers proposed that the key factors influencing brand loyalty are satisfaction, trust, brand relationship or switching costs. Through literature review, this study suggests that the relationship between customers and enterprises is essentially value exchange. Each of them pursuits own interests and meets own need. The foundation of brand loyalty is that enterprises provide some meaningful value for customers. So perceived customer value is the fundamental drivers of brand loyalty. According to existing research results about customer value, this study also suggests that Internet brand loyalty should include attitude loyalty and behavior loyalty.
Through empirical research, the study explored the influence relationship between customer value and Internet brand loyalty. We find that functional value has no significant effect on Internet brand attitude loyalty, but has a significant effect on Internet brand behavior loyalty. This conclusion also explains the pursuit of utilitarian is functional value maximization. When customers feel that a website well meets their functional requirements and the content of the website is useful to them, they would like to repeatedly login and browse website. But once they find some other more useful website for them, they will be very prone to switching brand. Therefore, the maintenance of the good relationship between customers and websites need the good emotional communication which will help to build up customers' sense of belonging, emotional dependence, and brand attitude loyalty.
Finally, based on the findings and conclusions in the study, we put forward some suggestion and advice for Internet brand building and brand management.
The major innovation of this study is concluded as follows:first, the study discusses the former influencing factors of customer value and find that technical ease of use usefulness of content, social interaction and leisure and entertainment are the key characteristics which have a powerful attraction for Internet users from the perspectives of websites'functional and social attribute. The research of Internet brand loyalty based on customer value, attitudes, and brand relationships extends former to website characteristics. Website characteristics and customer value are well integrated to explore the mechanism of website characteristics influencing on Internet brand loyalty. The study points out that the foundation of customer loyalty is customer value which drivers Internet users'repeating visit behavior and customer value is embodied in website characteristics. The finding also provides important theoretical support for Internet brand building.
Second, as an important mediate variable, customer value correlates website characteristics with Internet brand loyalty. The conceptual model of website characteristics influencing on Internet brand loyalty via customer value is set up in the study. Empirical research method is used to analysis and test the intermediary role of customer value. The finding suggests the content, style, project development and design of website should be customer-oriented and website characteristics should be distinct and highlighted. The conclusion of this study has important implications on Internet brand development and design of website content.
Third, this study extends the research areas of brand management. Existing studies on brand loyalty pay more attention to traditional market brand or online shopping website brand. This study focuses on the influence mechanism of brand loyalty of Internet content providers who entirely rely on Internet for survival and development. Due to the different development environment, influence mechanism of Internet brand loyalty has some obvious differences with the influence mechanism of traditional market brand. Therefore, the content and conclusions of the study is a useful supplement of brand loyalty theory.
围绕着本文选题,研究中主要解决了两方面问题：一个是影响互联网品牌忠诚的关键因素有哪些?二是这些要素是如何影响和作用于互联网品牌忠诚的。目前已有的对网络品牌忠诚的研究主要是从顾客态度、顾客价值或品牌关系的角度对其进行探讨,同时,这些研究更多的是关注购物类网站的品牌忠诚问题。一方面缺少对影响顾客态度、顾客价值和品牌关系的网站自身内容方面的研究：另一方而,购物类网站也仅是互联网众多品牌网站中的一部分子集,缺乏具有更加普遍指导意义上的理论研究成果。因此,本文综合了网站内容特征要素和顾客感知价值两个方面的内容,重点研究探讨了它们之间的关系及对互联网品牌忠诚的作用影响。
首先,本研究在文献回顾的基础上,对互联网品牌网站特征的相关研究进行了述评,并对当前我国网民使用率最高的16项网络应用进行了特征分析。基于扎根理论,通过访谈形成了15个互联网网站关键特征属性的轴心问项,并通过探索性因子分析和验证性因子分析,提取并命名了四个因子,并以此作为网站特征的四个主要维度内容和后续的研究基础。
其次,本研究构建了网站特征对互联网品牌忠诚影响机理的概念模型,建立了相关假设,并通过实证研究对模型进行了拟合检验和假设检验。通过文献回顾,对顾客价值进行了细分,分为顾客功能价值、顾客情感价值和顾客社会价值三个维度。在此基础上,探讨了品牌网站的四个特征要素对顾客价值的作用机理。通过实证研究发现,网站特征的内容有用性、社会交往性和娱乐休闲性对于顾客功能价值、顾客情感价值和顾客社会价值都有显著的正向影响,但是网站特征中的技术易用性对顾客的情感价值和社会价值没有显著影响。同时,研究发现内容有用性对于顾客的功能价值的影响非常明显；而社会交往性和娱乐休闲性对顾客的情感价值和社会价值的影响非常明显。这一结果说明网站的内容有用性是其生存的根本基础,而在此基础上,网站要想获得更好的发展,则要注重提升顾客的情感价值和社会价值,即要重点加强并凸显网站中关于互动交流、娱乐休闲方面的内容设计。
第三,本研究进一步分析并验证了顾客价值对品牌忠诚的影响作用。许多研究学者提出影响品牌忠诚的关键因素是满意、信任、品牌关系或者转换成本等。通过文献梳理,本研究认为,顾客与企业之间的关系从本质上来说是一种追求各自利益和需求满足的价值交换关系,顾客对某一品牌形成忠诚的主要原因是企业为其提供了有意义的价值。无论是顾客满意、信任、承诺或者忠诚,最终都是以顾客感知价值作为其根本的驱动因素。参考国内外学者在品牌忠诚方面研究的现有成果,本研究中将互联网品牌忠诚也划分为两个维度,即互联网品牌态度忠诚和行为忠诚。通过实证研究,探讨了顾客感知价值对互联网品,牌忠诚的影响关系。研究中发现,顾客的功能价值对互联网品牌的态度忠诚没有显著影响,但对品牌的行为忠诚有显著影响。这一结论也解释了追求功利性的网民或顾客会因为品牌网站很好地满足了其功能需求,感觉该网站的内容对他有用时,就会反复地进行登录和浏览。但同时也说明,当出现更好用的其他品牌网站时,网民或顾客很容易发生品牌转换行为。另一方面,顾客的情感价值和社会价值对互联网品牌的态度忠诚的影响作用非常明显,因此,长期良好的顾客品牌间关系的维护需要网站重点做好与顾客的情感沟通,让网民或顾客在该网站上有一种归属感,形成一定的情感依赖并建立品牌的态度忠诚。
最后,基于以上研究内容和研究结论,本文对互联网品牌的塑造和品牌管理给出了具有启示性的策略建议。
本研究的主要创新点在于：第一,研究了网络顾客价值的前置影响因素,从网站的功能属性和社会属性这两个角度出发,提出了网站特征的四项关键要素：技术易用性、内容有用性、社会交往性和娱乐休闲性。对顾客价值、品牌态度、品牌关系与品牌忠诚的研究进行了扩展,延伸到网站特征因素。将网站内容设计特征和顾客感知价值两方面内容结合起来,探讨了其对互联网品牌忠诚的影响机理。指出网民的反复浏览行为或使用网站提供的网络应用服务的原因关键是互联网品牌网站为其提供了价值,而网站提供的价值又具体体现在网站的特性表现中,从而为互联网网站品牌的塑造和建设提供了重要的理论支持。第二,将顾客价值作为重要的中介变量,将网站的特征属性与互联网品牌的忠诚联系起来,建立了网站特征—顾客价值—互联网品牌忠诚的概念模型,并通过实证研究验证了顾客价值在网站特征属性和互联网品牌忠诚之间的重要的中介作用。指出互联网网站企业在网站内容、风格等设计方面应围绕着顾客价值的提升去开发网络应用项目,塑造并凸显品牌网站特征。该研究结论对网站的开发与内容设计有着重要的启示作用。第三,本文研究拓展了品牌管理的研究领域,以往的品牌忠诚研究主要是对传统市场品牌或购物类网站品牌来展开的,本研究则重点研究完全依赖互联网生存和发展的网络内容提供商(ICP)网站品牌的忠诚影响机理。由于互联网发展环境与传统市场环境存在明显的差异性,因此,其品牌忠诚的影响机理以及关键影响因素也存在很大差异。因此,本项研究的内容和结论对品牌忠诚理论是有益的补充和完善。
With the improvement of Internet environment and continued expansion of Internet users scale, a number of brand websites emerge on the Internet and Internet is a basis on which these websites rely for existing and development. These Internet brand websites get the revenue through providing Internet users with a variety of information content, network application and value-added services. In order to get better development, many websites inevitably are involved in the fierce competition for Internet users'attention and page views. The competition among them is turning to websites" brand competition. Brand not only is the pass of a website in Internet market, but also is a bridge which connects website enterprises with Internet users. Therefore, a well-known brand is essential for a website's survival and development. Actually, the products which website companies provide for Internet users are the content of the webpage and a variety of network application services. Usually, Internet users don't need to pay for them. So. traditional marketing factors, such as price and promotion, are no longer the main means of competition in the Internet competition. Websites should focus on the question how to provide customers with valuable information and services through the design of websites content. The rise of customer perceived value will influence the brand affect and emotion, and help to build up brand loyalty. Internet market environment is open, transparent and virtual which differs from the traditional market. Customers and Internet users are initiative and have more options in Internet market. So. the key of Internet websites competition is to design and build the attractive websites'characteristic in aspect of content and function. In order to explore and discover the key website characteristic elements and find out how the websites characteristics impact on brand loyalty, the paper chooses the mechanism of websites characteristics influencing on Internet brand loyalty as the topic theme.
Focusing on the research theme, this study mainly solves two problems including what are the key influencing factors of Internet brand loyalty and how these factors influence Internet brand loyalty. Through the review of related literature, we find that many studies have discussed the factors influencing Internet brand loyalty from the perspectives of customer attitude, customer value and brand relationship. Online shopping website is chosen to be the research object in most of these studies. Therefore, the study of how websites characteristics impact on the customer attitude, customer perceived value and customer-based brand relationship is insufficient. Because online shopping website is a small component part of whole Internet, some research findings are lack of universal guiding significance. Integrating website characteristics with customer perceived value, the paper puts emphasis on the relationship of them and the role of influencing on Internet brand loyalty.
Firstly, the study reviews related literature about Internet websites characteristics and analyses major features of16net applications which is mostly utilized by current Chinese Internet users. Based on the grounded theory, we put forward15key attribute items of Internet websites characteristic. Then, through exploratory factor analysis and confirmatory factor analysis, four principal factors are extracted and named. The raised four main dimensions of Internet websites characteristic also are the base of follow-up research.
Secondly, this study constructs a conceptual model of the mechanism of websites characteristics influencing on Internet brand loyalty and proposes some related hypotheses. Through empirical research, model fitting and related hypothesis are tested. Based on the literature review, customer value is divided into three dimensions:customer functional value, customer emotional value and customer social value. On this basis, the mechanism of the four elements of websites characteristic influencing on customer perceived value is explored and discussed. The empirical research finds that usefulness of content, social interaction and leisure and entertainment have a significant positive effect on customer perceived value. Technical ease of use has a significant positive effect on perceived functional value, but not on perceived emotional value and social value. The study also finds that usefulness of content has an effect on perceived functional value more significant than other factors. Social interaction and leisure and entertainment have a more significant effect on perceived emotional value and social value than other factors. The result suggests that the characteristic of website content useful is the fundamental basis for its existence. Furthermore, in order to get better development, websites should focus on improving customer perceived emotional value and perceived social value, that is. to focus on strengthening website content design about interaction, entertainment and leisure.
Thirdly, this study further analyzes and verifies the influence relationship between customer value and brand loyalty. Many researchers proposed that the key factors influencing brand loyalty are satisfaction, trust, brand relationship or switching costs. Through literature review, this study suggests that the relationship between customers and enterprises is essentially value exchange. Each of them pursuits own interests and meets own need. The foundation of brand loyalty is that enterprises provide some meaningful value for customers. So perceived customer value is the fundamental drivers of brand loyalty. According to existing research results about customer value, this study also suggests that Internet brand loyalty should include attitude loyalty and behavior loyalty.
Through empirical research, the study explored the influence relationship between customer value and Internet brand loyalty. We find that functional value has no significant effect on Internet brand attitude loyalty, but has a significant effect on Internet brand behavior loyalty. This conclusion also explains the pursuit of utilitarian is functional value maximization. When customers feel that a website well meets their functional requirements and the content of the website is useful to them, they would like to repeatedly login and browse website. But once they find some other more useful website for them, they will be very prone to switching brand. Therefore, the maintenance of the good relationship between customers and websites need the good emotional communication which will help to build up customers' sense of belonging, emotional dependence, and brand attitude loyalty.
Finally, based on the findings and conclusions in the study, we put forward some suggestion and advice for Internet brand building and brand management.
The major innovation of this study is concluded as follows:first, the study discusses the former influencing factors of customer value and find that technical ease of use usefulness of content, social interaction and leisure and entertainment are the key characteristics which have a powerful attraction for Internet users from the perspectives of websites'functional and social attribute. The research of Internet brand loyalty based on customer value, attitudes, and brand relationships extends former to website characteristics. Website characteristics and customer value are well integrated to explore the mechanism of website characteristics influencing on Internet brand loyalty. The study points out that the foundation of customer loyalty is customer value which drivers Internet users'repeating visit behavior and customer value is embodied in website characteristics. The finding also provides important theoretical support for Internet brand building.
Second, as an important mediate variable, customer value correlates website characteristics with Internet brand loyalty. The conceptual model of website characteristics influencing on Internet brand loyalty via customer value is set up in the study. Empirical research method is used to analysis and test the intermediary role of customer value. The finding suggests the content, style, project development and design of website should be customer-oriented and website characteristics should be distinct and highlighted. The conclusion of this study has important implications on Internet brand development and design of website content.
Third, this study extends the research areas of brand management. Existing studies on brand loyalty pay more attention to traditional market brand or online shopping website brand. This study focuses on the influence mechanism of brand loyalty of Internet content providers who entirely rely on Internet for survival and development. Due to the different development environment, influence mechanism of Internet brand loyalty has some obvious differences with the influence mechanism of traditional market brand. Therefore, the content and conclusions of the study is a useful supplement of brand loyalty theory.
引文
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