网络品牌忠诚：测量与管理研究

发布时间：2018-06-25 11:33

本文选题：网络品牌忠诚 + 顾客满意　；参考：《扬州大学》2009年硕士论文

【摘要】： 作为构成品牌资产的重要组成部分的品牌忠诚已经得到了学术界的广泛重视和研究。随着网络技术的盛行,人类社会逐步进入网络时代,而网络品牌忠诚是否依然是网络品牌资产的重要组成部分的研究,不仅具有学术上的研究价值,在企业的网络品牌资产管理中也有着重要的实践意义。本研究从系统性、可操作性的角度出发,对国内外相关理论研究成果进行了回顾、分析与梳理,在此基础上结合自己的理解,通过实证研究与分析对狭义上的网络品牌忠诚进行研究,运用因子分析法探讨其影响因素,并使用结构方程构建网络品牌忠诚模型。分析结果发现:网络品牌忠诚主要由内因与外因两个方面共同作用形成,其中内因为顾客满意与顾客价值两个方面,外因主要为产品与服务品质、网络品牌信任和转移障碍三个方面。最后在实证分析的基础上对企业如何建立、维护并提升网络品牌忠诚从内外因五个方面进行简要探讨。本研究在理论方面能够进一步丰富充实网络品牌忠诚领域的研究,为网络品牌忠诚的理论发展做出贡献,为未来网络品牌忠诚的研究提供一种研究思路;在实践方面,可以使企业更好地了解顾客的网络品牌忠诚行为,明晰驱动消费者形成网络品牌忠诚的因素,进而根据研究结论和营销启示有针对性地制定行之有效的营销。
[Abstract]:As an important part of brand equity, brand loyalty has been widely paid attention and studied by academic circles. With the prevalence of network technology, human society has gradually entered the network era, and whether the network brand loyalty is still an important part of the network brand equity is not only of academic value. Also has the important practical significance in the enterprise network brand asset management. From the point of view of systematization and maneuverability, this study reviews, analyzes and combs the relevant theoretical research results at home and abroad, on the basis of which, it combines with its own understanding. Through empirical research and analysis of network brand loyalty in a narrow sense, the factor analysis method is used to explore its influencing factors, and the structural equation is used to construct the network brand loyalty model. The results show that online brand loyalty is mainly formed by internal and external factors, in which customer satisfaction and customer value are two main internal factors, and external factors are mainly product and service quality. Network brand trust and transfer obstacles in three aspects. Finally, on the basis of empirical analysis, this paper briefly discusses how to establish, maintain and promote network brand loyalty from five aspects: internal and external factors. This research can enrich and enrich the research of network brand loyalty further in theory, contribute to the theoretical development of network brand loyalty, and provide a kind of research thought for the future research of network brand loyalty. It can make the enterprise better understand the customer's network brand loyalty behavior, make clear the factors that drive the consumer to form the network brand loyalty, and then make the effective marketing according to the research conclusion and marketing inspiration.
【学位授予单位】：扬州大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F274

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