网络属性对消费者在线重购品牌选择行为影响研究  

Research on Website Attributes' Influence on Online Consumers' Choice of Brand to Repurchase

作　　者：陈洁[1] 谢文昕[1] 李博[1] 

机构地区：[1]上海交通大学安泰经济与管理学院,上海200052

出　　处：《上海管理科学》2011年第4期81-89,共9页Shanghai Management Science

基　　金：国家自然科学基金重点课题"中国城市消费者行为研究"(70832004);国家自然科学基金课题"在线渠道下消费者动态品牌选择行为机理研究"(70672076)

摘　　要：在线渠道日益成为厂商重点渠道之一,越来越多的消费者选择在网上购物。传统营销方式正逐渐发生变化,在线渠道不仅扩展了线下属性,同时,也展现了新的特征。因此,研究网络属性对消费者重购品牌选择具有重要的意义。本文以手机作为研究对象,构建多元Logit模型研究线下品牌属性和在线营销组合变量对消费者下次选择的购买意愿的影响程度,分析在线渠道下影响消费者品牌选择的机理。研究发现,产品属性和网络属性对消费者重购品牌选择产生影响;虽然网络属性会显著地改变品牌选择方式,但传统的产品属性在品牌选择中仍然起到关键性的作用。最后本文还得出了在线手机品牌的消费者心理市场份额。Online channel has become one of manufacturers＇ most important channels as more and more consumers choose online shopping. Traditional marketing methods are changing gradually because online channel not only expands the varieties of offline marketing mix but also displays new features. Therefore, the research of website attributest influence on consumersr choice of brand to repurchase has significant value. This paper chooses cellphone as the study object, and uses multinomial logit model to explore the influence of offline brand attributes and online marketing mix on consumersr repurchase intention, as well as analyze the mechanism of consumers~ brand choice from online channel. The study found out that product and website attributes affect consumers＇ choice of brand to repurchase. Although website attributes can significantly change the brand choice, however, the attributes of traditional products are still playing essential roles. Lastly, online consumer mind shares of cellphone brands are derived from the study.

关 键 词：网络属性 在线购买 品牌选择 多元LOGIT模型 

分 类 号：F274[经济管理—企业管理]