【作者】 朱华伟；

【导师】 黄敏学；

【作者基本信息】 武汉大学 ， 企业管理， 2004， 硕士

【摘要】 网络品牌随着网络经济的发展得到极大的关注。网络企业虽然投入巨资建设网络品牌，但对网络品牌的含义和其建设方法却知之甚少。本文在阐释网络品牌含义的基础上，探讨了在网络市场这个前所未有的独特环境中如何建设网络品牌，并通过影响消费者的虚拟体验影响他们对网络品牌的认知、情感和行动意向。本文的研究目标如下：(1)找出影响网站互动性和生动性的关键的网站功能设计和形象设计因素；(2)探讨网站的生动性和互动性对消费者的虚拟体验的影响；(3)探讨虚拟体验对消费者的网络品牌态度的影响。 与传统品牌相比，网络品牌在展示、个性以及绩效皆呈现出独特性(Sandeep Dayal et al，2000)：网络的文字、声音、图片和动画等多媒体工具使企业可以生动形象以及全方位地展示自己，传统的媒体中只有成本高昂的影视媒体的效果可以与之媲美，其余的媒体只能提供静态、片面的品牌展示；网络品牌强调为顾客提供个性化的产品和服务，实现顾客的个性化，而传统品牌的个性化强调的是品牌自身的个性化，是与其它品牌相比而形成的差异；由于消费者利用网络获得的信息可以对网络品牌的绩效进行综合、客观和精确的评价，所以网络品牌的绩效表现是全面、理性和精确的，而传统的品牌绩效表现则主要依靠广告轰炸，因而是片面的、感性的和模糊的。 网络品牌的独特性使得虚拟体验(telepresence)成为建设网络品牌的重要方式。虚拟体验指个体在由沟通媒体创造的环境中的体验(Steuer，1992)，有两个重要因素影响消费者在网站感知的虚拟体验的程度——网站的生动性和互动性，它们都需要通过网站的设计因素加以体现。本文在Coupland．et．al(2003)研究的基础上提出了影响网站生动性和互动性的五个网站设计因素：网站的反应速度、网站的描述性、网站的可控性以及网站提供的信息的质量和网站的多媒体演示，并分别研究它们对虚拟体验的影响。 虚拟体验提供一个媒体环境，消费者在其中通过体验获得信息，并通过所拥有的品牌知识形成品牌态度(Klein，2001)，本文根据“顾客导向的品牌资产理论”(Keller，1998)，从消费者对品牌的认知(消费者对品牌的了解)、情感(消费者对品牌的态度倾向)和意向(消费者针对品牌所采取的行动倾向)三个方面研究虚拟体验对消费者的品牌态度产生的影响。 本文以目标导向型消费者为研究对象，以半控制性实验的形式要求他们在指定的三个网站之一进行虚拟的购买—在电脑网站购买一台式电脑，然后独立填写问卷。研究发现网站的可控性和信息质量对消费者感知的虚拟体验有显著的影响，反应速度、描述性和多媒体演示并没有如期望地那样对虚拟体验产生积极显著的影响;虚拟体验显著影响消费者对网络品牌的认知、情感和意向。更多还原

【Abstract】 The development of the Internet has great influence on companies, consumers and even the whole society, especially for companies, for the Internet offers another channel for them to communicate with their consumers. Now more and more companies have realized the value of web brands and have set up websites to present their web brands. Although e-companies have invested a large amount of money to build websites, very little is known about how to deliver the brand image through the website designing. Up to now, the extant research on the Internet is more focused on the difference between the Internet and conventional media than on how to utilize the potential of the new medium. In this paper, I aim at finding out those functional and symbolic web-designing factors that are of significance to web brands, the influence of these web-designing factors on telepresence and the influence of telepresence on consumers’ attitude towards the web brand.Given that direct product experience is usually the optimal method for consumers to learn about product information (Berger and Mitchell 1989; Marks and Kamins 1988; Smith and Swinyard 1988; Wu and Shaffer 1987), one of a marketer’s goals should be to strive for verisimilitude in any indirect communications. In this paper, I employ the construct of telepresence (Steuer, 1992), which is defined as a sense of presence in a mediated environment. According to Steuer, there were two critical media features that exerted great influence on the creation of telepresence:(l) media interactivity, and (2) media vividness. In this paper, website interactivity is determined by three website design factors (1) the speed at which the website responses to consumers operation (Steuer, 1992), (2) the range of consumer control the website offers (Steuer, 1992), and (3) mapping which refers to the extent to which the operation on a website mirrors the activities in reality (Steuer, 1992). And website vividness is determined by two website design factors: (1) multimedia presentation and (2) information quality (Kleinmuntz and Schkade, 1993). And in this paper, I define attitude in terms of cognition, affection and conation. Based on previous research, I make the hypothesis that telepresence positively influence the consumer attitude in all the three dimensionsThe results of the study confirm that both consumer control and information quality contribute to the creation of telepresence and telepresence does positively influence the consumer attitude towards the web brand.更多还原