即时通信品牌资产形成机制实证研究——基于用户视角的分析

An Empirical Study on Formation Mechanism of Instant Message Brand Equity——Analysis from Customer Pperspective

基于用户视角,在回顾和梳理相关文献的基础上探讨了即时通信品牌资产的影响因素,并对其形成机制进行了实证研究.研究认为:即时通信品牌资产包括了品牌知名度、感知质量、用户体验、品牌信任、转移障碍、品牌忠诚度六个构成要素.并发现各因素之间具有一定次序的因果关系,各因素正是通过这种作用机制来提升即时通信的品牌资产.在此基础上提出了提升国内即时通信品牌资产的建议.

The influence factors of IM brand equity were explored by reviewing and sorting out the related lit-eratures from customer perspective, and an empirical study on forming mechanism of IM brand equity is per-formed. The IM brand equity consists of six components, including brand awareness, perceived quality, user experience, brand trust, transfer barrier and brand loyalty. The relationships among the variables are statisti-cally tested, which demonstrates to enhance the brand equity by following certain mechanism. Some sugges-tions are proposed to enhance the IM brand equity.