电子商务环境下的品牌资产研究——基于信息不对称的视角  

Research on Brand Equity in the Ecommerce Environment: Based on Information Asymmetry

作　　者：李亮[1] 江晓东[2] LI Liang JIANG Xiao - dong(School of Business Administration, Shanxi University of Finance and Economics, Taiyuan 030031, China School of International Business Administration, Shanghai University of Finance and Economics, Shanghai 200433, China)

机构地区：[1]山西财经大学工商管理学院,山西太原030031 [2]上海财经大学国际工商管理学院,上海200433

出　　处：《经济问题》2017年第3期85-90,共6页On Economic Problems

基　　金：国家自然科学基金青年项目"网络口碑对线上和线下渠道中产品销量的影响"(71202006);山西财经大学青年科研基金项目"网上不对称信息对于品牌资产的影响研究"(QN-2015001)

摘　　要：网上购物会面临信息的不对称,互联网的匿名性使得品牌化更为重要,但不对称的信息是如何影响品牌资产却缺乏相关的研究。基于信息不对称的视角,构建了电子商务环境下的品牌资产影响机制模型。以在相关电商网站购买服装的消费者为调查对象的实证研究显示:网上不对称信息不但对于品牌资产有着显著的直接影响,而且也通过品牌认知和品牌可信度对品牌资产有着显著的间接影响,并且品牌敏感度对于研究模型产生了比较显著的正向调节作用。Online shopping will face information asymmetry,and the anonymity of Internet makes branding more crucial,however there is a lack of relevant research on how asymmetric information affects brand equity. From the perspective of information asymmetry,this paper builds an influencing mechanism model of brand equity in E-commerce environment. Based on customers who buy clothes from the relevant E-commerce websites as survey respondents,the empirical research show online asymmetry information not only has a significant direct impact on brand equity,but also has a significant indirect influence on brand equity through brand awareness and brand credibility,and brand sensitivity brings a relatively significant positive adjustment for the research model.

关 键 词：电子商务 信息不对称 品牌资产 

分 类 号：F713.51[经济管理—市场营销]