用户生成内容质量对多渠道零售商品牌权益的影响

被引：29

作者：

汪旭晖

张其林

机构：

[1] 东北财经大学工商管理学院

来源：

管理科学 | 2015年 / 04期

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;

D O I：

暂无

中图分类号：

F724.2 [零售贸易]; F273.2 [产品管理];

学科分类号：

020205 ; 1202 ; 120202 ; 0202 ;

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。

引用

页码：71 / 85

页数：15

共 60 条

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