用户生成内容如何影响多渠道零售商品牌权益——一个调节聚焦范式下的研究框架

How Does the User-generated Content Affect Multi-channel Retailer Brand Equity——A Research Framework in the Paradigm of Regulatory Focus

多渠道零售商品牌权益是优化多渠道零售商绩效的关键所在。用户生成内容建立起消费者和零售企业之间沟通的媒介,能有效促进消费者对零售商线上线下渠道感知的转移及融合,是互联网环境下促进消费者品牌态度形成的重要基础,对多渠道零售商品牌权益具有重要影响。基于调节聚焦理论构建用户生成内容影响多渠道零售商品牌权益的概念框架,发现用户生成内容的质量和类型影响零售商品牌权益,而消费者的调节聚焦倾向对零售商品牌权益有调节作用,消费者的调节聚焦倾向与信息框架的匹配度影响多渠道零售商的品牌权益,有效挖掘和利用用户生成内容能促进零售商品牌权益增值。因此,加强对用户生成内容质量的影响因素研究,提高和运用跨学科研究方法,完善对多渠道零售商不同渠道间策略的系统性研究将是未来该领域的主要研究方向。

Multi-channel retailer brand equity is key for us to optimize the performance of multi-channel retailers. Usergenerated content can establish the bridge between consumers and retail enterprises;it can effectively promote the transition and integration of consumers' perception on retailers' online and offline channels;it is the important basis for the formation of consumers' brand attitude in the background of Internet;and it will have significant impact on multi-channel retailer brand equity. Based on the theory of regulatory focus,the authors formulate the conceptual framework of how the user-generated content affecting multi-channel retailer brand equity. It is found that:the quality and type of user-generated content will have impact on retailer brand equity;consumers' intension of regulatory focus has the regulatory impact on retailer brand equity;the degree of matching between consumers' regulatory focus intension and information framework has impact on multi-channel retailer brand equity;and the effective exploring of user-generated content will promote the value-adding of retailer brand equity.So strengthening research on the influencing factors of user-generated content,using cross-discipline research methods,and perfecting the systematic research on multi-channel retailers' strategies concerning different channels will be the main future research direction in this field.