品牌來源國形象、品牌關係品質對網站品牌權益的影響：品牌信任的干擾效果

Brand Trust as a Moderator of the Effect of Country-of-Brand Image, Brand Relationship Quality on the Websites' Brand Equity

黃俊閎(Chun-Hung Huang) ； 洪振鐘(Chen-Chung Hung) ； 林融生(Rung-Sheng Lin)

《Journal of Data Analysis》 3卷1期 (2008/02) Pp. 13-34

https://doi.org/10.6338/JDA.200802_3(1).0002

摘要

本研究透過實證研究的方式證明品牌策略對電子商務網站品牌的影響和實體商品同等重要，將實體品牌之概念延伸至電子商務的網站品牌，以電子商務網站品牌的來源國形象和品牌關係品質對品牌權益之影響，並同時分析兩者之間的交互作用關係對品牌權益的影響，此外研究學者認為信任可以在不確定的交易環境中，降低交易成本進而為廠商提供競爭優勢。而品牌信任是將信任的概念延伸至品牌對於消費者和網站之間的關係有很大的影響進而改變消費者對網站品牌的評價，在品牌的相關研究中，亦不乏以品牌信任做為自變數之研究，但並無相關研究探討在消費者以其它因素評價品牌時消費者對網站品牌的信任所扮演的角色，是否會對研究的結果造成影響，因此透過文獻的整理，本研究希望得知在本研究的架構中，消費者對網站品牌的信任是否會具有干擾效果。實驗以隨機抽樣的方式透過問卷取得所需資料，並依照研究問題主旨與研究架構進行統計分析，分析結果顯示，網站品牌的來源國形象、品牌關係品質均會對品牌權益產生影響，且兩者間有顯著的交互作用，品牌信任亦有顯著的干擾效果。本研究在結論中以變數間的關係來敘述本篇研究在管理和實務上的意涵。

關鍵字

網站品牌 ； 品牌權益 ； 品牌來源國形象 ； 品牌關係品質 ； 品牌信任

並列摘要

This research regards phenomenon of the finding in entity's brand as the starting point, extend website brand in e-commerce concept, probe into country of origin image and brand relationship quality of e-commerce website of brand in the world of e-commerce to influence brand equity by way of positive research, and analyse that the interaction between the two concerns the impact on brand equity at the same time, and because of most study classifies turst as the moderator to influence the experimental result, this research also classifies trust as the moderator of interfering and discusses about the trust of website's brand. Obtains the necessary materials through the questionnaire by way of random sampling, and count the analysis of the software through SPSS in experiment, the statistics way used includes descriptive statistics, reliability analysis, validity analysis, ANOVA and regression analysis, analysis results show country of origin image, brand relationship quality of website's brand will influence on the brand equity, and have interaction between the two, brand trust has significant moderator effect. This research describe the meaning that study of a page on management and practice with the relation of the variable in the conclusion.

並列關鍵字

website brand of e-commerce ； brand equity ； country of brand ； brand relationship quality ； brand trust

參考文獻

Aaker, D.A.(1991).Managing Brand Equity: Capitalizing on the Value of a Brand Name.New York:Free Press.

Aaker, D.A.(1996).Measuring brand equity across products and markets.California Management Review.38(3),102-120.

Baldinger, A.L.,Rubinson, J.(1996).Brand Loyalty: The Link between Attitude and behavior.Journal of Advertising Research.36(6),22-36.

Ba, S.,Pavlou, P.A.(2002).Evidence of the Effect of Trust Building Technology in Electronic Markets: Price Premiums and Buyer Behavior.MIS Quarterly.26(3),243-268.

Bilkey, W. J.,Nes, E.(1982).Country-of-Origin Effects on Products Evaluations.Journal of International Business Studies.13(1),89-99.