中国移动电商购物平台品牌资产构成因素实证研究——基于顾客视角

An Empirical Study on the Constituent Factors of Brand Equity for Chinese Mobile E-commerce Shopping Platforms——Based on the Perspective of Consumer

品牌建设已经成为移动电商购物平台赢得竞争的关键因素,构建优质的品牌资产是企业实施差异化战略的重要途径。在文献回顾和对消费者在线访谈的基础上,基于顾客视角构建中国移动电商购物平台品牌资产初始测量量表,在对手机购物消费者进行调查,并进行项目分析和探索性因子分析后可确定正式量表,获得移动电商平台品牌资产的构成维度,包括商品质量、感知价值、平台质量、品牌联想、个性体验、功能设计和品牌忠诚7个因子。品牌资产量表明确了中国移动电商交易平台品牌资产的来源,可为交易平台提供基于顾客视角重新评估和衡量品牌资产的重要工具,鉴于品牌资产各维度之间的因果关系,交易平台管理者应在不同时间、不同阶段将重点放在不同的品牌资产维度上。另外,在明确了移动电商环境下品牌资产的构成因素和主要来源后,移动电商平台管理者可以从各个品牌资产构成维度入手,研究和制定交易平台品牌建设策略,构建和提升优质的品牌资产。

Brand building has become a key factor for the mobile e-commerce shopping platforms to win competition. Building high-quality brand equity is also an important way for companies to implement differentiated strategies. However, scholars have not yet identified the constituent factors of brand equity for mobile e-commerce platforms. Based on extensive literature review and consumer online interviews, the authors built an initial measurement scale of consumer-based brand equity for Chinese mobile e-commerce shopping platforms. Conducting the item analysis and exploratory factor analysis to analyze data collected from online questionnaires on Chinese mobile shopping consumers, the authors construct and refine the scale which contains seven dimensions., product quality, perceived value, platform quality, brand association, personal experience, functional design and brand loyalty. The brand equity scale constructed in this paper has clarified the source of brand equity of the Chinese Mobile e-commerce trading platforms. Using this scale can provide an important tool for reevaluating and measuring consumer-based brand equity for the China Mobile e-commerce shopping platform, and provide decision-making reference for the formulation of brand building strategies. Because of the causal relation among different dimensions of brand equity, managers of shopping platforms should focus on different dimensions in different time and different phases. Besides, after clarifying the different constituent factors and the sources, managers of shopping platforms should start from the constituent dimension of different brand equity to carry out research and formulate different strategies for brand building, and foster and improve brand equity with high quality.