Constructing Web Brand Attribute: Definition, Multidimensionality and Propositions on Web Site Branding

黃哲盛(Je-Sheng Huang)

《行銷科學學報》 3卷1期 (2007/11) Pp. 1-38

摘要

在網際網路的世界裡，品牌建立的工作需要被重新界定，或重新建構。本文以「網站品牌屬性」一詞去界定專屬網路特性的品牌屬性，並依此去辦別網站建立其強勢品牌的潛力。「網站品牌屬性」在構念上並不等同於實體世界的品牌屬性，它是建構在消費者流覽網站所特有的經驗上，可能是隱含或伴隨而來的獨特體驗，其產生的價值會讓消費者不想到其它同類網站。本文也進一步將「網站品牌屬性」細分為資訊搜尋、入迷程度、交易流程與個人化程度等四類屬性，依此將過去相關研究所提出的屬性做一整合，並與之區隔。其中，入迷程度屬性是網路專屬的概念，而個人化程度屬性是相對比於實體世界的形象屬性。在如何建立強勢的網站品牌上，本文以一系列的命題建構去探討其中的關鍵因素，以及各「網站品牌屬性」之間相互影響的關連處。這些都是網站經理可以依此操弄以建立自己在網路世界的強勢品牌。最後，本文亦提出一些後續研究的建議。

關鍵字

網站品牌屬性 ； 品牌屬性 ； 網站品牌 ； 線上品牌建立

並列摘要

Brand building needs to be redefined or reconstructed in the context of Internet environment. This study uses the term ＂Web Brand Attribute (WBA)＂ to denote the Web-specific brand attributes perceived by Web site customers and then to identify its Web branding potential. The content of WBA is different from the traditional concept of brand attribute in the brick-and -mortar world. Based on the viewpoints of Web customer experience, this paper define the WBA as those distinctive characteristics of a Web site, which are intrinsic to it or attached to it, and represent the experiential value that can characterize better brand experience and brand loyalty with its customers over other Web sites. We also develop the multidimensionality of WBA, namely information search, flow state, transaction, and personalization attribute, which provide an integrated framework to unify previous studies of Web site attributes. It is important to note that the flow state attribute is a Web-specific concept and the personalization attribute can be contrast to the image attribute in the physical store environment. For building a strong Web site brand, this article propose a set of propositions to identify the critical factors and relations one can create or manipulate to facilitate its Web branding in the Internet environment. Finally, some discussions and future research suggestions are also included.

並列關鍵字

Web brand attribute ； brand attribute ； Web site brand ； online branding

參考文獻

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