基于自主品牌与国外品牌比较的网络品牌忠诚形成机理研究

Research on the Forming Mechanism of Cyber-brand Loyalty based on the Comparative Perspective of Self-brand and Foreign Brand

在网络环境中建立和维系品牌忠诚、培育网络自主名牌是突破发达国家在传统市场的品牌先位优势的可靠着力点。本文比较分析了自主网络品牌和国外网络品牌忠诚的形成机理,探讨非理性因素在网络品牌忠诚形成过程中的作用。实证研究发现,网络品牌忠诚的形成是消费者理性价值驱动和非理性偏好共同作用的结果,而两类网络品牌的忠诚形成机理也存在一定程度上的差别:对于国外网络品牌,消费价值对关系质量影响较小,消费者非理性偏好对网络忠诚有关键影响;对于自主网络品牌,品牌感知成本对关系质量、关系质量对网络忠诚相对重要。

Creating and maintaining brand loyalty under cyber circumstances is a reliable way to breakthrough the brand prior advantage of the developed countries in the traditional market .The paper classifies the internet brand into the self cyber-brand and foreign cyber -brand, compared the forming mechanism of two types of network brand and investigated the role of irrational factors in the process of cyber -brand formation .The empirical results find that network brand loyal-ty was caused by a combined action of rational value -driven and irrational preference .Meanwhile, there are some differences in the forming mechanism of these two types of cyber -brand loyalty .Irrational preference imposes the most significant influence on the brand loyalty with regard to the foreign cyber -brand, while consumption value has weak in-fluence on the relationship quality .From the view of self cyber -brand, perceived cost is relatively important to relation-ship quality and relationship quality is also important to brand loyalty .