用户生成内容质量对多渠道零售商品牌权益的影响  

Influencing Mechanism of User-generated Content Quality on Brand Equity of Multichannel Retailers

作　　者：汪旭晖[1] 张其林[1] 

机构地区：[1]东北财经大学工商管理学院,辽宁大连116025

出　　处：《管理科学》2015年第4期71-85,共15页Journal of Management Science

基　　金：国家自然科学基金(71272050;71102089);中央财政支持地方高校发展专项资金科研重点研究基地项目(DUFE2014J15);霍英东教育基金会高等院校青年教师基金(131078)~~

摘　　要：包含实体门店和在线商店的多渠道零售模式成为全球零售业发展的趋势,Web 2.0催生的用户生成内容为多渠道零售商打造竞争力提供了新思路。基于信息传播理论、社会资本理论、情感迁移理论,构建用户生成内容质量影响多渠道零售商品牌权益的整合模型。采用问卷法在多渠道零售商的在线零售品牌社群采集数据,运用结构方程模型对432份有效样本进行统计分析。研究结果表明,用户生成内容信息质量对多渠道零售商品牌权益具有直接的正向促进作用,也会通过线下商店信任产生间接影响,信息传播路径得到证实;用户生成内容互动质量促进了E-社会资本的形成,进而推动在线零售品牌社群承诺的培育,社交临场感、缘分感在用户生成内容互动质量与E-社会资本关系中发挥部分中介作用,而用户生成内容信息质量在关系化路径中并不产生影响;在线零售品牌社群承诺对多渠道零售商品牌权益具有直接的正向影响,线下商店信任发挥部分中介作用,情感迁移路径得到证实。Online market is a marketplace where physical retailers expand their market shares. The multi-channel retail model that combines both physical store and online store is becoming the inevitable trend of global retailing. Multi-channel retailers can not only reduce the marketing cost by taking advantage of original brand, but also provide more convenient channels and diversi- fied services for consumers. This actually contributes to brand loyalty. However, dilution effect and conflicts exists between on- line stores and oflline stores for multi-channel retailers. Cannibalization also often occurs between channels where sales are just transferred from offline stores to online stores, yet the overall sales have not been improved. That is why quite a few well known service brands are holding back to see what happens next in the integrated multi-channel context. Therefore, how to improve the performance of multi-channel retailers has become a key issue in the retail sector. In fact, the multi-channel retailing model is not simply a channel-parallel model, but a channel-integration model, whose goal is to attract more loyal customers and lead them to the co-brand. As a result, from the standpoint of view, how to improve consumers＇ perception of brand equity of multi-channel retailers is the key factor to improve their performance. User-generated content （UGC） promoted by Web2.0 technology provides a new idea for multi-channel retailers to build brand equity. In order to explore impact mechanism of user-generated content quality on brand equity of multi-channel retailers, this paper builds a structural equation model on the basis of literature review. Then it chooses 432 samples from online communities of multi-channel retailers to evaluate model-fit in order to test the hypothesis. The results show that information quality of user-gen- erated content has a direct effect on brand equity of multi-channel retailers as well as affects it through oitline trust indirectly , which verifies the role of user-generated cont

关 键 词：用户生成内容 在线零售品牌社群 信息质量 互动质量 多渠道零售商 品牌权益 

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