平台品牌认知对产品购买行为的影响研究:品牌敏感的调节作用

Research on influences of platform brand cognition on consumer behavior:The moderate effect of brand sensitivity

以往对平台企业的研究大多集中在产业经济和战略管理等领域,文章试图从"认知—情感—行为"层级关系理论的视角构建平台企业品牌认知对产品购买行为影响的作用机制,提出平台品牌对消费者行为的独特影响。研究发现:在传统服装商贸平台领域,消费者对平台的品牌认知并没有对平台产品行为产生积极影响;产品品牌敏感度负向调节平台品牌情感对消费者平台产品行为的影响。这一研究结论可为传统商贸类平台组织创建优质品牌提供思路和借鉴。

Most of researches associated with platforms focus on industry economic and strategic management. This paper builds up an underlying mechanism of the platform brand cognition and brand behavior based on the hierarchical relationship from cognition- affect- behavior . The findings demonstrate that the platform brand cognition don t affect consumer behaviors positively. Product brand sensitivity negatively moderates the influence of the platform brand on consumer behaviors. These findings hope to be benefit for creating and managing brand of the traditional clothing trading platform.