摘 要

随着互联网的发展，目前电子商务已经应用到人们生活中的方方面面，大量网络品牌如雨后春笋般恰如其当的来到我们生活中。在移动互联的数字化时代，各种信息冲击着消费者的眼球，消费者对网络品牌的认知及对品牌的选择也受到了更多因素的影响。对消费者而言，传统品牌认知对品牌选择的影响是否同样适宜于网络品牌？正是基于以上思考，本文以网络品牌为研究对象，以品牌认知为自变量，从品牌知名度和品牌形象两个维度对品牌认知进行测量，以网络品牌选择为因变量，研究自变量对因变量的影响，同时还以品牌态度和品牌体验作为中间变量，来验证中间变量对自变量的中介效应，构建品牌认知对消费者网络品牌选择的影响模型；在对品牌认知和网络品牌选择等变量进行测度的基础上，本文选择以休闲食品品牌为例，通过问卷调查、SPSS统计分析等定量研究方法，对品牌认知对消费者网络品牌选择的影响模型进行了实证探究。

研究结果表明：品牌态度与品牌体验在品牌认知对消费者网络品牌选择的影响中有显著的不完全中介效应作用，品牌认知不仅直接对消费者网络品牌选产生正向影响，还通过品牌态度与品牌体验间接对消费者网络品牌选择产生正向影响。

本文的研究成果不仅丰富了消费者网络品牌选择理论，也为企业创建网络品牌、增强消费者品牌认知和促进网络品牌选择提供了借鉴。

关键词：品牌认知；网络品牌；品牌选择

Abstract

窗体顶端

With the development of the Internet, the electronic commerce has been applied to all aspects of life of people, a lot of network brands such as Qiaruqidang came to our life like bamboo shoots after a spring rain the next. In the digital era of mobile Internet, all kinds of information are hitting the consumers' eye, and consumers' cognition of the network brand and the choice of the brand are also influenced by more factors. For consumers, is the impact of traditional brand recognition on brand choice equally good for online brands? Based on the above consideration, this paper takes the network brand as the research object, to brand recognition as independent variables, from the two dimensions of brand cognition, brand awareness and brand image, as the dependent variable in the network of brand choice, the independent variables on the dependent variables, but also to brand attitude and brand experience as an intermediate variable to verify the mediating effect of intermediate variables on the independent variables, the impact of building brand awareness for consumer brand choice model; based on the measure of brand awareness and network selection variables, this paper choose leisure food brand as an example, through the quantitative research methods of questionnaire, SPSS statistical analysis, the influence of brand awareness online consumer brand choice model to carry out empirical research. 窗体底端

窗体顶端

With the development of the Internet, the electronic commerce has been applied to all aspects of life of people, a lot of network brands such as Qiaruqidang came to our life like bamboo shoots after a spring rain the next. In the digital era of mobile Internet, all kinds of information are hitting the consumers' eye, and consumers' cognition of the network brand and the choice of the brand are also influenced by more factors. For consumers, is the impact of traditional brand recognition on brand choice equally good for online brands? Based on the above consideration, this paper takes the network brand as the research object, to brand recognition as independent variables, from the two dimensions of brand cognition, brand awareness and brand image, as the dependent variable in the network of brand choice, the independent variables on the dependent variables, but also to brand attitude and brand experience as an intermediate variable to verify the mediating effect of intermediate variables on the independent variables, the impact of building brand awareness for consumer brand choice model; based on the measure of brand awareness and network selection variables, this paper choose leisure food brand as an example, through the quantitative research methods of questionnaire, SPSS statistical analysis, the influence of brand awareness online consumer brand choice model to carry out empirical research. 窗体底端

With the development of the Internet, the current e-commerce has been applied to all aspects of people's lives, a large number of network brands mushroomed to come to our lives. In the mobile Internet digital age, a variety of information impact on the consumer's eye, consumer awareness of the network brand and the choice of the brand has also been more factors. For consumers, the impact of traditional brand awareness on the choice of brand is also suitable for the network brand? It is based on the above thinking, this paper takes the network brand as the research object, takes the brand cognition as the independent variable, measures the brand cognition from the brand identity and the brand image, takes the network brand as the dependent variable, studies the independent variable The impact of the variables, but also to brand attitude and brand experience as an intermediate variable to verify the intermediate variables on the independent variables of the intermediary effect, build brand awareness on the consumer network brand selection model; in the brand awareness and network brand Based on the quantitative variables, this paper chooses the snack food brand as an example, through the questionnaire survey, SPSS statistical analysis and other quantitative research methods, the brand awareness of the consumer network brand selection model of empirical study.

The results show that brand attitudes and brand experience have a significant effect on the influence of brand cognition on consumer brand selection. Brand cognition not only has a positive impact on consumers' brand directly, but also through brand Attitude and brand experience indirectly have a positive impact on consumer brand selection.

The research results of this paper not only enrich the theory of consumer brand selection, but also provide a reference for enterprises to create network brand, enhance consumer brand awareness and promote network brand selection.

Key words：Preceived Quality ；Network brand；Brand selection

目 录

摘 要 I

Abstract II

第1章 绪论 1

1.1 研究背景 1

1.2 研究目的及意义 1

1.2.1 研究的目的 1

1.2.2 研究的意义 2

第2章 相关理论研究现状 3

2.1 网络品牌国内外研究现状 3

2.1.1 网络品牌国内研究现状 3

2.1.2 网络品牌国外研究现状 3

2.2 品牌认知 4

2.2.1 品牌认知的构成 4

2.2.2 品牌认知的形成 4

2.2.3 品牌认知的作用 4

2.2.4 品牌认知的属性 5

2.3 网络品牌选择 5

2.3.1 网络品牌的特征 5

2.3.2 网络品牌的传播方式 5

2.3.3 网络品牌选择的影响因素 5

第3章 品牌认知对消费者网络品牌选择的影响模型 7

3.1 变量选择 7

3.1.1 自变量选择 7

3.1.2 中间变量的选择 8

3.2 模型的构建与研究假设 8

3.2.1 品牌认知对网络品牌选择的影响 8