影响消费者在线品牌使用行为的因素——来自印度尼西亚在线购物者的证据
万隆理工学院工商管理学院
摘要:本研究旨在探讨人口统计学因素对消费者网络品牌使用行为的影响。使用的指标借鉴了以往的研究，并通过各种有效性测试，以调整印尼购物者。研究结果表明，性别、年龄、职业、住所、月支出等人口统计学因素对消费者在线品牌酒店预订网站的访问频率有影响，因此生产者应考虑为其目标市场制定并实施最佳营销策略。
关键词:人口统计学，消费者行为，在线品牌，品牌资产，意识，价值联想，感知质量，在线购买意图，忠诚度，印度尼西亚在线购物者
1、介绍
通过技术的发展，改变了消费者的购买行为，有很多品牌提供在线购买。这鼓励人们制作自己的标签/品牌，并在网上销售，当然也使得竞争更加激烈。这在印度尼西亚也发生过，人们通常通过Facebook (www.facebook.com)和Kaskus (www.kaskus.us)等网站进行在线购物，这是一个论坛，现在人们开始信任和购买在线品牌，这个品牌开始大量涌现，成为消费者购物的一个选择。消费者的网络品牌行为受多种因素的影响，其中之一是人口统计学特征。生产者需要制定正确的战略，因此必须确定他们的目标市场，可以看到人口统计学。因此，本研究的目的是了解如何衡量消费者的网络品牌行为，并根据印尼人购买网络产品/服务的反应，发现人口因素的影响。
2、理论背景
品牌资产是企业的一项重要无形资产，创建品牌资产是一项明智的投资。可以想象，在互联网上创造品牌资产不仅更加困难，而且有不同的方式来创造品牌资产。品牌资产，无论是线上还是线下，都是无法创造的，除非消费者意识到并回忆起在他们脑海中形成联想的品牌(Keller, 2008)3。影响品牌资产的因素有几个，即知名度、价值联想和感知质量。
当消费者对品牌有很高的认知和熟悉度时，就会产生品牌资产。内容是营销人员提高公司知名度的一种方式，此外还有更具体的网络广告工具，如插页和横幅广告。在线品牌网站的功能(履行活动和web功能的组合)有助于直接创建意识和信任，间接地帮助建立忠诚和品牌资产。其他影响品牌资产的因素，价值联想，是指顾客感知到的偏好和评价这些产品属性，属性性能，以及使用中产生的结果，这些有利于实现顾客的目标和目的在使用的情况下(Woodruff, 1997)6。最后一个是感知质量，指的是费者对网络品牌实现他们期望的能力的判断和/或意见。它可能与网络品牌的实际表现有一点或根本没有关系，而是基于其对人的形象、相关产品的消费者体验、意见领袖、消费者同辈等人的影响。
购买意愿是指消费者与网络供应商进行在线交换关系的意愿(Pavlou amp; Gefen, 2004)4。当消费者信任一个网络品牌时，他们认为它有能力保护个人隐私，销售高质量的产品，安全地完成在线交易。也就是说，消费者的购买意愿是由他们对产品的评价或对品牌的态度与外部刺激因素相结合形成的。重复从网络品牌购买会产生消费者忠诚度，消费者忠诚度被定义为对一个品牌的良好态度，导致该品牌在一段时间内的持续购买(Assael, 1992)1。在网络品牌范围内，网站忠诚度是指顾客对电子商务的良好态度，导致重复购买行为。与消费者建立良好的关系，为他们提供满意的网上购物体验，将创造消费者对网上品牌的忠诚度。
3、方法
本研究的测量值来源于之前研究期刊的有效测量值，然后进行收敛性和面效度测试，以找到适合印尼购物者的测量值。本研究采用的测量方法为:从Rios和Riquelme(2008)借来的意识、价值联想、感知质量、品牌资产和忠诚度，以及从Elena和Miguel(2008)借来的在线购买意愿。被调查者的回答采用6分制语义差异量表进行测量，该量表固定在“非常不同意”(1)和“非常同意”(6)之间，这6分制是为了避免印尼人习惯用奇数分制回答问题，他们倾向于回答中间的那个不重要的问题。因此，他们的回答没有一定的倾向性。问卷通过线上和线下发放。线下问卷以个人方式发放，线上问卷以社交媒体、邮件列表、个人邮箱等方式发放。
该调查是在印度尼西亚开展的，覆盖雅加达和万隆两个大城市，研究18岁至35岁人群的购物行为。本研究涵盖了在线品牌，即提供产品的选择，是在印度尼西亚的一些服装生产线和服务，这方面的在线品牌酒店预订网站。在一个月内，有374名受访者给出了有效的反馈。本研究采用交叉表列分析和方差分析两种分析方法。
表1:线上品牌列表
|
购物网站 |
酒店预订网站 |
|
www.shopatvelvet.com www.cottonink-shop.com www.kidnapped-ally.com www.store.co.id www.tokobagus.com |
www.agoda.web.id www.booking.com www.hotelwide.com www.hostelworld.com www.hostelbookers.com |
4、结果和分析
4.1、人口统计学对网络品牌购物网站访问量的影响
表2:人口对购物网站访问量的影响
|
名义上的 |
浏览购物网站的次数 |
|||||
|
|
X2 |
Phi |
Sig. |
|||
|
性别 |
28.953 |
0.278 |
0.000 |
|||
|
职业 |
34.268 |
0.303 |
0.000 |
|||
|
住所 |
17.390 |
0.216 |
0.001 |
|||
|
序数 |
浏览购物网站的次数 |
|||||
|
|
肯德尔的tau-b |
肯德尔的tau-c |
Gamma |
Sig. |
||
|
年龄 |
0.172 |
0.114 |
0.344 |
0.000 |
||
|
结果 |
0.076 |
0.062 |
0.120 |
0.097 |
||
从表2可以看出，所有被调查者在访问购物网站时，性别、职业、住所等名义上的测量值都对其网络品牌行为有显著影响。除序数类别外，有一个变量被证明对受访者访问购物网站的网络品牌行为没有显著影响，该变量为result。被调查者的月消费与他们访问在线品牌购物网站的意愿没有关系。人们会访问在线品牌购物网站，当他们想要购买产品或当他们探索互联网或网站。
4.2、人口统计学对在线品牌酒店预订网站访问量的影响
表3:人口统计学对酒店预订网站访问量的影响
|
浏览酒店预订网站的次数 |
||||||
|
|
X2 |
Phi |
Sig. |
|||
|
性别 |
10.342 |
0.166 |
0.016 |
|||
|
职业 |
136.069 |
0.603 |
0.000 |
|||
|
住所 |
10.942 |
0.171 |
0.012 |
|||
|
|
浏览酒店预订网站的次数 |
|||||
|
|
肯德尔的tau-b |
肯德尔的tau-c |
Gamma |
Sig. |
||
|
年龄 |
0.345 |
0.122 |
0.747 |
0.000 |
||
|
结果 |
0.210 |
0.092 |
0.532 |
0.000 |
||
由表3可知，所有变量对受访者在线品牌酒店预订网站的访问意愿均有显著影响，均小于0.05。在线品牌酒店预订网站必须特别针对其市场，因为不是每个人都会访问该网站并进行购买。生产者必须关注人口方面的问题。
4.3、人口统计学对品牌资产的影响
表4:对在线品牌资产的影响
|
意识 |
|
感知质量 |
|||||||
|
|
均方 |
F |
Sig |
|
均方 |
F |
Sig |
||
|
团体之间 |
群体内部 |
团体之间 |
群体内部 |
||||||
|
性别 |
9.597 |
0.977 |
9.824 |
0.002 |
性别 |
9.315 |
0.978 全文共5978字，剩余内容已隐藏，支付完成后下载完整资料
Factors Influencing Consumerrsquo;s Online Brand Usage Behavior: Evidence from Online Shoppers in Indonesia Almira Siagian and Mustika Sufiati Purwanegara Bandung Institute of Technology, School of Business and Management Abstract. This research was conducted in order to examine the influence of demography factors towards consumerrsquo;s online brand usage behavior. The indicators that used are borrowed from previous research and through various validity tests to be adjusted with Indonesian shoppers. The result from this research indicates that demography factors measured by gender, age, occupation, domicile, and monthly expenses influence consumerrsquo;s frequency of visiting online brand hotel booking sites and therefore producer should consider it to create and implement the best marketing strategy for their target market. Keyword: Demography, Consumer Behavior, Online Brand, Brand Equity, Awareness, Value Associations, Perceived Quality, Online Purchase Intentions, Loyalty, Indonesian Online Shoppers IntroductionThrough the growth of technology that make changes of consumerrsquo;s purchasing activity, there are many brands that offers an online purchase. This encourages people to make their own label/brand and sell it online and of course makes the competition even higher and tighter. This also happened in Indonesia, people who usually shop online through sites like Facebook (www.facebook.com) and Kaskus (www.kaskus.us), which is a forum, now start to trust and shop in online brand which started popping up a lot and be an option for consumer to shop. Consumerrsquo;s online brand behavior could be affected by many factors, one of which is demography characteristics. Producer needs to develop the right strategy and therefore has to determine their target market that can be seen demographically. Thus the purpose of this research is to found out how to measure consumerrsquo;s online brand behavior and discover the influence of demography factors based on responses given by Indonesian people who buy online products/services. Theoretical BackgroundBrand equity is an important intangible asset of a company therefore creating it is a wise investment. It is possible to conceive that it is not only more difficult to create brand equity on the Internet, but also there are different ways to create it. Brand equity, whether online or offline, cannot be created unless consumers recognize and recall the brand forming associations in their minds (Keller, 2008)3. There are several factors that affecting brand equity which is awareness, value associations, and perceived quality. Brand equity occurs when the consumer has a high level of awareness and familiarity with the brand. Content is one way marketers create awareness about the company, together with more web-specific advertising tools such as interstitials and banners. Online brand websites functionality (a combination of fulfillment activities and web functionality) contribute to create awareness and trust directly and help, indirectly, in building loyalty and brand equity. Other factors influencing brand equity, value associations, refers to customerrsquo;s perceived preference for and evaluation of those product attributes, attribute performances, and consequences arising from use that facilitate achieving the customerrsquo;s goals and purposes in use situations (Woodruff, 1997)6. The last is perceived quality that refers to consumer judgment and/or opinion of an online brandrsquo;s ability to fulfill their expectation. It may have a little or nothing to do with the actual performance of the online brand and is based on its image towards people, consumer experience of related products, and the influence of opinion leaders, consumerrsquo;s peers, and others. Purchase intention refers to consumersrsquo; willingness to engage in online exchange relationships with web vendors (Pavlou amp; Gefen, 2004)4. When consumers trust an online brand, they believe that it is capable of protecting onersquo;s privacy, selling high quality products, and safely completing an online transaction. That is, consumersrsquo; purchase intention is formed by their evaluation of products or attitude towards a brand combined with external stimulating factors. The repetition of purchasing from online brand would create consumer loyalty which has been defined as a favorable attitude toward a brand resulting in consistent purchase of that brand over time (Assael, 1992)1. In the online brand scope, website loyalty refers to customerrsquo;s favorable attitude toward an electronic business resulting in repeat buying behavior. Good relationship with the consumer by provides them satisfying experience on online purchase activity will create consumer loyalty toward the online brand. MethodologyThe measurements for this study were derived from the valid measurements in previous research journals and then it tested with convergent and face validity test in order to find the right measure for Indonesian shoppers. The measure used in this research are awareness, value associations, perceived quality, brand equity and loyalty which borrowed from Rios and Riquelme (2008)5 and online purchase intentions which borrowed from Elena and Miguel (2008)2. The respondentrsquo;s response were measured on a six-point semantic differential scale anchored between strongly disagree (1) and strongly agree (6), six scales used in order to avoid Indonesian people habit in answering questions with odd scale, they tend to answer the middle one which is indifferent. Therefore, their answer didnrsquo;t have any certain tendency. The questionnaires were distributed via online and offline. The offline questionnaires were distributed by personal approach and the online questionnaires distributed by social media, mailing list, and personal email. The surv 全文共16887字，剩余内容已隐藏，支付完成后下载完整资料 资料编号：[1029] |
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