网络品牌忠诚驱动因素分类研究

Classification Research on the Driving Factors of Cyber-Brand Loyalty

将网络品牌分为传统品牌的网络延伸和网络新品牌两种形式,通过分析网络品牌忠诚的动态形成过程,构建了网络品牌忠诚驱动要素研究模型。实证研究发现,网络品牌的符号因素、属性因素、精神因素、价值观因素、传播因素、体验因素都与网络品牌忠诚正相关,但两类网络品牌忠诚的关键驱动因素存在差别。体验因素、价值观因素和属性因素是网络新品牌忠诚的关键驱动因素,而属性因素、体验因素和传播因素对网络化的传统品牌忠诚度有重要影响。

Classifing the internet brands into the extended traditional brands and new internet brands. It analyzes the dynamic formation process of the Internet brands and sets up a research model of driving factors of the loyalty degree of Internet brands. The empirical result finds that all the six factors of symbols, properties, spirits, values, spreading and experience are the driving factors of the Internet brand loyalty, but the key driving factors differ as for the two types of Internet brands loyalty. The factor of experience imposes the most significant influence on the brand loyalty with regard to the new Internet brands, followed by the factors of values and properties. While as per the extended traditional brands, the factors of properties, spreading and experience have an important effect on the brand loyalty degree.