欢迎您！东篱公司
退出
-
申报数据库
-
立项数据库
-
成果数据库
-
项目获奖数据库
中文摘要：
网上购物会面临信息的不对称,互联网的匿名性使得品牌化更为重要,但不对称的信息是如何影响品牌资产却缺乏相关的研究。基于信息不对称的视角,构建了电子商务环境下的品牌资产影响机制模型。以在相关电商网站购买服装的消费者为调查对象的实证研究显示：网上不对称信息不但对于品牌资产有着显著的直接影响,而且也通过品牌认知和品牌可信度对品牌资产有着显著的间接影响,并且品牌敏感度对于研究模型产生了比较显著的正向调节作用。
英文摘要：
Online shopping will face information asymmetry,and the anonymity of Internet makes branding more crucial,however there is a lack of relevant research on how asymmetric information affects brand equity. From the perspective of information asymmetry,this paper builds an influencing mechanism model of brand equity in E-commerce environment. Based on customers who buy clothes from the relevant E-commerce websites as survey respondents,the empirical research show online asymmetry information not only has a significant direct impact on brand equity,but also has a significant indirect influence on brand equity through brand awareness and brand credibility,and brand sensitivity brings a relatively significant positive adjustment for the research model.
同期刊论文项目
同项目期刊论文
期刊信息
位置：