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论文编号：	10835
作者编号：	1120150828
上传时间：	2018/12/19 15:57:44
中文题目：	在线品牌感知、顾客价值共创行为对基于互联网的品牌资产影响机制研究
英文题目：	The Influence Mechanism of Online Brand Perception and Consumer Value Co-creation Behavior on Internet-based Brand Equity
指导老师：	许晖
中文关键字：	品牌价值共创；服务主导逻辑；在线品牌感知；顾客价值共创行为；基于互联网的品牌资产
英文关键字：	brand value co-creation; service dominant logic; online brand perception; customer value co-creation behavior; Internet-based brand equity
中文摘要：	信息技术对消费者赋权的同时极大丰富了品牌与消费者接触互动的方式与机会。拥有丰富信息和机会的消费者不再接受被动营销传播的角色，而是在主动参与到价值创造的过程中积极寻求成为品牌意义的塑造者，甚至试图成为主导者。品牌塑造已从企业自主推动、顾客鲜有反馈的活动转变为企业与顾客和其他利益相关者共同参与的价值共创活动。这一现象的本质是价值创造逻辑从商品主导逻辑向服务主导逻辑的变革。这一变革为价值共创理论创造了良好的研究基础，价值共创理论研究增长迅速，但仅有少数研究停留在营销领域，针对品牌价值共创的研究比例更低，并且这为数不多的以品牌价值共创为主题的研究也主要基于虚拟品牌社区展开，当中实证研究为数不多，尤其缺乏将互联网作为一个统一情境的研究。 现有文献识别了顾客价值共创行为对品牌资产的促进作用，但较为缺乏顾客价值共创行为前因的研究。同时，经典CBBE理论没有对互联网情境下品牌塑造的数字化效应进行回应。因此，本研究借鉴服务主导逻辑、刻板印象内容模型、品牌意图能动框架和社会支持理论，从互联网演化路径及其赋能逻辑出发，采用探索性多案例研究以及大样本实证分析方法对互联网情境下的品牌价值共创展开研究。构建了“在线品牌感知—顾客价值共创行为—基于互联网的品牌资产（IBBE）”理论模型，拓展了品牌感知、价值共创、品牌资产相关理论。本文所得出的研究结论主要包括：（1）在线品牌感知对顾客价值共创行为以及IBBE均具有正向显著的影响。在线品牌感知是IBBE得以形成的基础；（2）顾客价值共创行为对于在线品牌感知与IBBE之间的作用关系具有部分中介作用，其中顾客自发式价值共创行为在其中起主要作用；（3）详细解构了在线品牌感知、顾客价值共创行为以及IBBE三个构念，并对其二级构念进行了详细的维度划分；（4）互依自我对于在线品牌感知与顾客价值共创行为间的正向调节作用显著，对于在线品牌感知与IBBE之间的负向调节作用不显著。 本研究的理论价值和创新之处主要包含以下四个方面：第一，将互联网视为一个整体情境，从Web 1.0到Web 3.0的互联网演化路径出发，构建了“在线品牌感知—顾客价值共创行为—基于互联网的品牌资产（IBBE）”理论模型，揭示了互联网情境下品牌价值共创的实现机理，丰富了品牌管理和价值共创等领域的研究；第二，在既有品牌感知理论的基础上发展了“在线品牌感知”这一构念，并通过理论推演、探索性案例研究和实证分析技术确定其三个构成维度：品牌真实性感知、品牌交互性感知和品牌一致性感知，丰富了互联网情境下品牌研究的理论工具；第三，响应Keller（2016）呼吁，将品牌数字化效应（品牌知识流动网络）作为一个补充维度融入主流CBBE概念模型中，构建IBBE概念模型，是对既有品牌资产理论的发展与深化；第四，验证了互依自我作为情境因素对于在线品牌感知、顾客价值共创行为与IBBE的影响机理，将互依自我纳入了互联网情境下的品牌价值共创实现机制中，检验了东方社会情境下研究结论的稳健性与适用性。 本研究实践启示如下：第一，将互联网视为一个整合的大平台，在此基础上展开研究有助于为企业提供一个全局性、系统性的理论参考；第二，借助本文发展的“在线品牌感知”这一理论工具，充分挖掘在线品牌触点潜力，打造全方位的在线品牌感知体系；第三，基于本文界定的响应式互动和自发式互动两类顾客价值共创行为，有助于指导企业完善品牌价值共创活动的卷入机制和激发机制；第四，借助本文界定的IBBE理论，基于品牌知识流动网络视角，优化品牌传播策略打造品牌社群。
英文摘要：	Information technology has increased a variety of methods and opportunities for consumers to interact with brands through empowerment. With more information and opportunities, consumers are no longer passive in marketing. Instead, they prefer to be proactive in figuring, even leading significance of certain brand during the process of value creation. Brand buildinghas transferred from traditional pattern of enterprises active pushing but with seldom consumers’ feedback to currently value co-creation by enterprises, consumers and other stakeholders. The nature of this phenomenon is the value co-creation logic change from commodity dominance to service dominance, which lays a research foundation for value co-creation theory research. Although the studies on value co-creation theory are increasing, few of them focus on marketing field, let alone those focus on brand value co-creation, among which mainly focus on virtual brand community with few empirical research, especially the ones viewing Internet as a whole unified context. The existing literatures have identified the positive effect of consumer value co-creation behavior on brand equity, but in deficiency of researches on antecedents of consumer value co-creation behavior. Meanwhile, the classical CBBE theory hasn’t respond to the digital effect of brand building under the Internet context. Therefore, based on service dominant logic, Stereotype Content Model, Brands as Intentional Agents Framework, this research studies on brand value co-creation in Internet context by exploratory multi-case study and large sample empirical analysis, taking Internet development paths and empowerment logic as a starting point. Furthermore, this research constructs the theoretical model of "online brand perception–consumer value co-creation behavior—Internet-based brand equity (IBBE)" and expands the relevant theories of brand perception, value co-creation and brand equity. The main research results of this dissertation are: (1) Online brand perception has positive and significant influence on both consumer value co-creation behavior and IBBE, moreover, online brand perception is the foundation of IBBE’s formation; (2) Consumer value co-creation behavior plays a partial intermediary effect role on the relation between online brand perception and IBBE, in which customer spontaneous value co-creation behavior plays a major role; (3) Setting up a framework to deconstruct three concept of online brand perception, consumer value co-creation and IBBE with their own details in secondary constructs; (4) interdependent self has a significantly positive moderating effect on online brand perception and consumer value co-creation behavior, while the negative moderating effect on online brand perception and IBBE is not quite significant. The theoretical value and innovation of this research lay on the following four main aspects: First, constructing the theoretical model of “online brand perception—consumer value co-creation—Internet-based brand equity (IBBE)” by regarding Internet as one unified context and taking its development from Web 1.0 to Web 3.0 as a starting point. The theoretical model of IBBE explains the mechanism of brand value co-creation in Internet context, enriches the researches on brand management and value co-creation. Second, developing the concept of “online brand perception” on the basis of existing brand perception theory. Furthermore, figuring its three dimensions out by theoretical deduction, exploratory case study and empirical analysis. These three dimensions are brand authenticity perception, brand interactivity perception and brand consistency perception, which enrich the theoretical tools on brand researches under the context of Internet. Third, constructing IBBE model as despondence to Keller’s proposal of integrating brand digitization effect (2016) (brand knowledge flow network) into the model of CBBE as a complementary dimension. IBBE model is the development and further research on the existing brand equity theory. Fourth, verifying the influence mechanism of the concept of interdependent self as a situational factor on online brand perception, consumer value co-creation behavior and IBBE. In addition, it examines the robustness and applicability of research findings under the context of Oriental society by taking the concept of interdependent self into consideration under the context of Internet. The expected benefits of this research are as follows. First, regarding Internet as one integrated platform contributes more comprehensive and systematic theoretical references for enterprises. Second, with the help of “online brand perception” theory, potential relevance of online brand touchpoint can be further explored and a comprehensive online brand perception system can be formed. Third, based on the responsive interaction and spontaneous interaction of consumer value co-creation behavior defined in this research, this research can be a guideline on improving the involvement mechanism and the incentive mechanism of brand value co-creation for enterprises. Fourth, it is helpful to optimize brand communication strategy and build a brand community from the brand knowledge flow network perspective by the IBBE theory, which is defined in this research.
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