互联网品牌信任“建立—延伸—变现”演化机制研究

Research on "Establishment-Extension-Monetization" Evolution Mechanism of Internet Brand Trust

互联网技术的发展和应用催生出了具有覆盖范围广、传播速度快、互动性强等特征的互联网品牌,尤其是互联网服务品牌,这些特征导致其与传统线下实体品牌信任的形成与发展有较大差异。为探明互联网品牌信任的演化过程及机制,采用纵向单案例研究方法,以“老爸评测”为研究对象剖析品牌信任从建立、延伸到变现全过程的演化机制。研究发现:品牌信任的建立、延伸与变现三阶段,是从个人信任延伸到品牌信任再到商业信任的过程;在不同的演化阶段,经验机制、计算机制、转移机制三种机制发挥了不同的作用。基于此,提出改善创始人形象、辨别消费者特征、增加服务费用等提升互联网品牌信任的建议。

With the development and application of Internet technology, Internet brands, especially Internet service brands, have emerged with the characteristics of wide coverage, fast transmission and strong interaction. These characteristics lead to great differences in the formation and development of trust between Internet brands and traditional offline entities. In order to explore the evolution process and mechanism of Internet brand trust, this paper adopts the longitudinal single case study method and takes DADDYLAB as the research object to analyze the evolution mechanism of brand trust from establishment, extension to monetization. It is found that the three stages of brand trust establishment, extension and monetization are the process of extending from personal trust to brand trust and then to commercial trust. In different evolution stages, three mechanisms of experiential mechanism, calculative mechanism and transferred mechanism, have played different roles. Based on this, some suggestions are put forward to enhance the trust of Internet brands, including improving the image of founders, identifying consumer characteristics, and increasing service costs.