QUALITY OF ELECTRONIC SERVICE CAN SIGNAL ONLINE BRAND EQUITY?

電子服務品質如何影響線上品牌權益的形成呢？

李冠穎(Kuan-Yin Lee) ； 黃淑姿(Shu-Tzu Huang) ； 許英傑(Yin-Chieh Hsu) ； 汪倢安(Chieh-An Uang)

《品質學報》 23卷4期 (2016/08) Pp. 264-279

https://doi.org/10.6220/joq.2016.23(4).04

摘要

在微利的紅海時代，網路商店品牌的建構儼然成為網路商店思考經營的下一步。儘管如此，過去研究著墨於建立線上服務品質，對於如何延伸建立網路商店的品牌權益較少探討。是故，本研究以三角理論為基礎，延伸探討服務品質對品牌關係品質和品牌權益之影響效果，並進行實測。結果發現，交易品質、互動品質和品牌關係品質將會正向影響品牌權益。此發現也將提供網路商店實務經理以瞭解如何有效建立品牌權益的管道與方式。

關鍵字

品牌權益 ； 環境品質 ； 互動品質 ； 交易品質 ； 品牌關係品質

並列摘要

Online brand building has become a proliferation strategy for many Internet firms and is changing the operation strategy of many online stores. Previous research into online store has primarily focused on building e-service quality while missing the big picture that e-service quality is the basis element that forms a relationship between customers and the online store brand. The goal of this article is based on the brand triangle theory to extend the analysis of e-service quality and better understand how that quality affects both brand relationship and brand equity. A conceptual framework for brand equity building is proposed and empirically tested. The result shows transaction quality and interactive quality positively affects brand relationship quality. Brand equity is enhanced by transaction quality, interactive quality, and brand relationship quality. The study found empirical support for online brand practitioners and suggests effective tools to help them develop stronger online brand equity.

並列關鍵字

brand equity ； environment quality ； interactivity quality ； transaction quality ； brand relationship quality

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