發(fā)布時間：2018-03-25 21:05

  本文選題：信息框架　切入點：調(diào)節(jié)聚焦　出處：《東北財經(jīng)大學》2014年碩士論文

【摘要】：隨著互聯(lián)網(wǎng)技術(shù)的快速發(fā)展,我國的電子商務(wù)也得到了迅猛發(fā)展,網(wǎng)絡(luò)零售市場潛力巨大。結(jié)合了實體門店和線上商店的多渠道零售模式逐漸成為全球零售業(yè)的發(fā)展趨勢。國內(nèi)不同業(yè)態(tài)的傳統(tǒng)零售商也紛紛將業(yè)務(wù)由單純的線下業(yè)務(wù)延伸到線上,然而,相比其發(fā)展多年的線下業(yè)務(wù),絕大多數(shù)企業(yè)的網(wǎng)上銷售績效并不盡如人意。多渠道零售的發(fā)展尋求的是將更多的消費者吸引到多渠道零售品牌之下,因此,提高消費者對多渠道零售商品牌權(quán)益的感知成為傳統(tǒng)零售商實現(xiàn)多渠道發(fā)展目標的關(guān)鍵問題之一。 用戶評論是消費者分享的平臺以及和獲取信息的來源。因此,用戶評論為如何提升多渠道零售商品牌權(quán)益提供了一個嶄新的視角。但是,消費者是非常復雜的,個體的差異導致其會用不同的方式處理其他用戶提供的信息。因此,本文引入調(diào)節(jié)聚焦理論來區(qū)分不同的消費者,考察用戶評論的信息框架與消費者的調(diào)節(jié)聚焦對多渠道零售商品牌權(quán)益的影響。 本文運用文獻分析法、實驗法對用戶評論的信息框架和消費者的調(diào)節(jié)聚焦對多渠道零售商品牌權(quán)益的影響進行了探索和檢驗。其中實驗法為本研究的主要研究方法,共包括兩個實驗。實驗一采用2(信息框架)X2(調(diào)節(jié)聚焦)的組間實驗設(shè)計對信息框架和調(diào)節(jié)聚焦之間的匹配性對多渠道零售品牌權(quán)益的影響進行檢驗,實驗二采用2(信息框架)X2(調(diào)節(jié)聚焦)X2(用戶評論對象)的組間實驗設(shè)計除了對實驗一的結(jié)果進行驗證之外,還對用戶評論對象的調(diào)節(jié)作用、線上商店信任和線下商店信任之間的關(guān)系以及調(diào)節(jié)匹配對商店信任和商店信任對多渠道零售商品牌權(quán)益的影響進行了檢驗。 實驗一的結(jié)果發(fā)現(xiàn),促進型調(diào)節(jié)聚焦與收益型的信息框架達成了調(diào)節(jié)匹配,防御型調(diào)節(jié)聚焦與損失型的信息框架達成了調(diào)節(jié)匹配,并且在消費者的調(diào)節(jié)聚焦類型與用戶評論的信息框架之間達成匹配的條件下,消費者對多渠道零售商品牌權(quán)益的感知明顯高于不匹配的條件。實驗二的結(jié)果不僅證明了實驗一的結(jié)果,而且發(fā)現(xiàn)：多渠道零售商的線上商店信任和線下商店信任之間存在相互促進的關(guān)系,即消費者對零售商線下商店的信任會促進其對線上商店的信任,同樣對線上商店的信任也會促進其對線下商店的信任,換句話說,線上商店信任與線下商店信任之間存在著轉(zhuǎn)移；調(diào)節(jié)匹配顯著影響被試對多渠道零售商的商店信任,且商店信任與多渠道零售商品牌權(quán)益之間存在正相關(guān)關(guān)系；用戶評論的對象(線上商店/線下商店)未對調(diào)節(jié)匹配與多渠道零售商品牌權(quán)益之間的關(guān)系產(chǎn)生影響。 最后本文在上述研究結(jié)果的基礎(chǔ)上提出了幾點對多渠道零售商發(fā)展線上業(yè)務(wù),提高線上商店經(jīng)營績效的建議,以期對多渠道零售商有所參考。 本文的創(chuàng)新之處在于,將調(diào)解聚焦理論引入,從用戶評論角度研究零售商品牌權(quán)益感知,有助于多渠道零售企業(yè)進一步細分消費者市場,并針對不同的細分市場,采取差異化的經(jīng)營策略。
[Abstract]:With the rapid development of Internet technology, e-commerce in China has been rapid development of the online retail market has great potential. A combination of physical stores and online stores in the multi channel retail model has gradually become the development trend of the global retail industry. Different types of domestic traditional retailers will also have business from a simple line of business extends to online, however, compared to its development for many years under the line of business, the vast majority of the company's online sales performance is not satisfactory. The development of multi-channel retailing is to seek more consumers to the multi-channel retail brand, therefore, improve consumer perception of multi-channel retailer brand equity has become one of the key problems of traditional retailers to achieve multi the channel development goals.
User comments are consumers to share the platform and source of information. Therefore, how to improve the user reviews for multi-channel retailer brand equity provides a new perspective. However, consumers are very complex, individual differences will lead to the different ways of handling other information provided by the user. Therefore, this paper introduces regulatory focus theory to distinguish different influence consumers, regulatory focus and consumer information framework study user comments on channel retailer brand equity.
Based on literature analysis, effects of regulatory focus and consumer information framework experiment on user comments on the multi channel retailer brand equity are explored and tested. The experimental method as the main research method of this study, including a total of two experiments. The first experiment used 2 (Information Framework) X2 (regulatory focus). Group the experimental design of the matching between the information framework and regulatory focus influence on the multi channel retail brand equity to test, experiment two used 2 (Information Framework) X2 (X2 (regulatory focus) user comment object) between subjects design in addition to verify the results of the experiment, but also regulate the user the object of the criticism, the relationship between the trust and the trust store online store offline, and regulating effect on trust and trust in the store store multi-channel retailer brand equity was examined.
The experimental results of a discovery, promote the information framework of regulatory focus and return a regulation match, defense information framework of regulatory focus and loss type reach adjust match, and achieve the matching between the information in the framework of consumer regulatory focus types and user comments under the condition of consumers' perception of the multi channel retailer brand equity was significantly higher than that of mismatched conditions. Results of the two experiments not only prove that the results of experiment one and found that there is a relationship of mutual promotion between multi channel retailer store trust trust and online store offline, the consumer trust in retailers offline store will promote their trust in the online store, on the same line the store will also promote the trust trust, the next line store in other words, there is a shift between the trust store online store trust and line regulation; matching Significant effects were tested on the multi channel retailer store trust, there is a positive correlation between the store and trust and multi-channel retailer brand equity; the object of user comments (online / offline store store) does not affect the relationship between regulation, and multi-channel retailer brand equity.
Finally, based on the above findings, this paper puts forward several suggestions for multi-channel retailers to develop online businesses and improve online store performance, so as to provide reference for multi-channel retailers.
The innovation of this paper is to introduce the mediation focus theory, and study the perception of retailers' brand equity from the perspective of user reviews, which helps multi-channel retailers to further segment the consumer market, and take differentiated business strategies for different market segments.

【學位授予單位】：東北財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F724.2;F724.6;F273.2

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本文編號：1664857