购物网站品牌建构中的顾客在线行为研究

发布时间：2018-07-29 11:30

【摘要】：自互联网进入中国,以电子商务为代表的各类商业化应用广受社会关注。与此同时,作为网络购物的主体,顾客及其在线行为对购物网站品牌的作用特殊。本文在借鉴西方学者受众研究基础上,结合中国网络购物实际,认为顾客在线行为影响购物网站的品牌建构。据此目的,本文以顾客在线行为为研究对象,通过对营销环境、品牌图式以及顾客在线行为的制约因素、立体表现等分析,论证顾客在线行为在购物网站品牌建构中的地位。同时,本文采用问卷调查、深度访谈、内容分析以及模式建构等多种研究方法调查分析实际的顾客在线行为。与传统媒体不同,新媒体所提供的技术支撑带动媒体传播升级,传统的营销模式演变为互联网时代消费者主导的关系管理。基于受众研究的视角,互联网平台上的顾客在线行为在受众基础、性质本源以及消费动因等方面呈现出不同的特征。宏观上,各种受众研究理论是顾客在线行为产生的受众基础；中观上,网络行为学的学科基础是顾客在线行为的性质本源；微观上,网络时代消费者行为演变是在线行为产生的消费动因。购物网站、论坛、微博、社交网站等互联网空间成为顾客在线行为生成的营销环境。新媒体为顾客在线行为提供了不同于传统媒体的新环境,是顾客在线行为重要性凸显的直接根基。研究顾客的在线行为对购物网站品牌建构的影响,应首先明晰目前国内外购物网站品牌的形成图式。本文梳理了目前国内外颇具代表性的五类购物网站：即B2C主流模式、C2C模式、B2C自有品牌模式、分类信息网站模式及团购网站模式,并从品牌主角度剖析其品牌创建的规律。顾客在线行为影响购物网站品牌建构的要素有三方面的来源,从在线传播角度看,包括在线信息、在线传播者及在线接收者；从购物网站方来看,包括网站品牌传播、购物网站论坛和网络水军；从其他渠道来看,包括第三方网站、线下口碑传播。作为顾客在线行为背后无形的手,政治、经济、技术分别是控制顾客在线行为.的深层原因。无论是硬性的网络审查制度,还是软性的网络文化培育,都会觉察到其背后的政治权利操控。经济上,无论是博客的垃圾化,还是微博的僵尸粉,资本控制的力量随处可见。技术上,科技的过度依赖与技术的无形监控对在线行为影响较大,技术提升使得掌控顾客在线行为易如反掌。互联网上的顾客在线行为需进行立体化分析。在现实表现上,通过实证分析理解在线传播者和在线接收者具有的多重角色。在传播界定上,本文对顾客在线行为的定义、传播方式及传播规律进行剖析。在形态展现上,顾客在线行为包括在线搜索行为、在线点击行为、在线定制行为、在线评价行为、在线互动行为、在线展示行为等六大类型。本文对京东商城网站上的顾客在线行为内容分析,通过实例论述六种顾客在线行为影响购物网站品牌。通过对顾客在线行为的全景扫描,本文描绘出顾客在线行为影响购物网站品牌形成的“六阶段流程图”,即：品牌提示—品牌认知—品牌联想—品牌满意—品牌传播—品牌忠诚六个阶段。顾客在线行为的六种类型在其中扮演着重要的角色。在此基础上,本文通过模式建构法具体分析了顾客在线行为影响购物网站品牌建构的动态螺旋图,指出了六种在线行为产生的八种要素之间通过多向互动、螺旋上升对购物网站品牌形成产生影响。购物网站作为互联网平台上客观存在的一种商业应用平台,自有其存在的社会价值。诚然,目前购物网站自身存在或多或少的先天不足条件,也受到政治、经济、文化等各种社会条件的制约,然而购物网站在方便人们购物、促进社会消费、创新经济发展等方面起着显著作用。与此同时,时下火热的团购模式及购物网站未来最有可能的C2B模式,均能看到顾客在线行为对网络购物行业的显著影响,概言之,顾客在线行为影响购物网站品牌的现状不会改变。
[Abstract]:At the same time, as the main body of online shopping, customers and their online behavior have a special role on the brand of shopping websites. This paper, based on the study of western scholars, based on the practice of Chinese online shopping, thinks that the online behavior of customers is on the basis of the online shopping. The brand construction that affects the shopping website.
The purpose of this paper is to demonstrate the status of customer online behavior in the brand construction of shopping websites by analyzing the marketing environment, brand schema and customer online behavior, including the marketing environment, the brand schema and the customer online behavior. At the same time, this article adopts the questionnaire survey, the depth interview, the content analysis and the pattern construction. A variety of research methods were used to investigate actual customer online behavior.
Different from the traditional media, the technical support provided by the new media has led to the promotion of media communication. The traditional marketing model has evolved into the consumer dominated relationship management in the Internet era. Based on the audience research perspective, the online behavior of the customers on the Internet platform has different characteristics in the audience base, the nature source and the consumption motivation. On the macroscopic view, various audience research theories are the base of the audience's online behavior; on the meso view, the basis of the subject of network behavior is the nature of the customer's online behavior; on the microcosmic, the evolution of consumer behavior in the network age is the consumer motivation generated by online behavior. The Internet space, such as shopping websites, forums, micro-blog, social networking sites, etc. As a marketing environment for customer online behavior, new media provides a new environment that is different from traditional media for customers' online behavior. It is the direct basis of the importance of customer online behavior.
To study the influence of customer's online behavior on the brand construction of shopping websites, we should first clarify the pattern of the formation of shopping website brands at home and abroad. This paper has combed the representative five types of shopping websites at home and abroad: B2C mainstream model, C2C model, B2C brand model, classified information website model and group purchase website model, The law of brand creation is analyzed from the degree of brand protagonist.
There are three sources of factors affecting the brand construction of shopping websites, which include online information, online communicators and online recipients from the online communication point of view; from the shopping sites, including website brand communication, shopping website forum and network water army; from other channels, including third party websites, offline ports Stele spread.
As the invisible hand, politics, economy and technology behind the customer's online behavior, the underlying reason is to control the customer's online behavior. Both the hard network censorship and the soft network culture will be aware of the manipulation of political rights behind it. Economically, it is not the rubbish of blogs, or the zombie powder of micro-blog, capital. The power of control can be seen everywhere. Technology, excessive reliance on technology and intangible monitoring of technology have a great impact on online behavior, and technology promotion makes it easy to control customers' online behavior.
The online behavior of customers on the Internet needs to be stereoscopic analysis. In reality, the multiple roles of online communicators and online receivers are understood through empirical analysis. In the definition of communication, the definition of customer online behavior, the mode of communication and the law of communication are dissecting. Line search behavior, online click behavior, online customization behavior, online evaluation behavior, online interaction behavior, online display behavior and so on six major types.
This paper analyses the content of customer online behavior on the website of Jingdong mall. Through an example, this paper discusses the influence of six kinds of customer online behavior on the shopping website brand. Through the panoramic scanning of customer online behavior, this paper describes the "six steps flow chart" of customer online behavior affecting the formation of shopping website brand, that is brand prompting brand cognition Brand Association - brand satisfaction - brand communication - brand loyalty six stages. The six types of customer online behavior play an important role in it. On this basis, this paper analyzes the dynamic spiral map of customer online behavior affecting shopping website brand construction by mode construction method, and points out six kinds of online behaviors. The eight factors interact with each other, and the spiral has an impact on the brand formation of shopping websites.
As an objective commercial application platform on the Internet platform, the shopping website has its own social value. It is true that the shopping websites have more or less the conditions of the pre - nature, and are also restricted by various social conditions such as politics, economy and culture, but the shopping websites are convenient for people to buy and promote social consumption. At the same time, there is a significant role in the development of innovative economy. At the same time, the current hot group purchase model and the most likely future C2B model of the shopping website can see the significant impact of customer online behavior on the online shopping industry. In a word, the status of customer online behavior affecting shopping website brand will not change.
【学位授予单位】：华中科技大学
【学位级别】：博士
【学位授予年份】：2012
【分类号】：G206

【引证文献】