电子商务网站规划与网站推广探讨

在电子商务交易将成为未来商务发展的趋势的背景下,电产商务网站成为企业开展电子商务的重要设施和平台.本文分析了电子商务网站规划的原则,总体上对电子商务网站建设的网站定位、网站功能规划、网站页面设计进行了阐述,并分析了搜索引擎推广、网络广告、电子邮件推广、交巨链接推广等主流推广方式的特点,探讨了如何进行有效的网络推广以提高...     

图书馆网站建设的思考

针对图书馆网站建设存在的问题，探讨完善图书馆网站建设的对策。     

SNS网站与视频网站的融合模式研究

近年来,web2.0的两个重要应用———SNS网站与视频网站纷纷合作,走向融合.文章解释了SNS网站和视频网站的互补需求,分析了SNS网站和视频网站融合的原因.基于典型案例分析,归纳出SNS网站和视频网站融合的四种主流模式.之后对融合模式进行了优劣势分析,认为SNS网站与网络视频的融合是大势所趋的,收购模式和视频网站SNS化是近期的主流,而自建模式和委托模式将是未来的方向.     

浅谈企业网站运营维护

本文介绍了网站维护的基本概念,网站维护的必要性,网站维护有哪些内容,为什么要进行网站维护,为什么进行网站更新。     

票务网站设计构想

中国电影市场持续升温,电影成为大众主要的休闲娱乐方式,但影院售票处售票的方式效率低且灵活性差,无法满足消费者的需求.本文提出了将电子商务与影院购票系统相结合的构想,在线票务网站使得消费者可以随时随地进行影片的查询和订购,提供了方便、快捷和低成本的购票渠道.     

电子商务网站功能设计研究

在众多的电子商务网站中,网站形式却仅限于展示和介绍企业和产品,而忽视了网站是用于开展企业电子营销的信息化平台这-真正用途.文章详细给出了一个成功的电子商务网站所应该具有的功能模块和设计思想,希望会给初涉电子商务的企业以启示.     

浅谈企业网站运营维护

本文介绍了网站维护的基本概念,网站维护的必要性,网站维护有哪些内容,为什么要进行网站维护,为什么进行网站更新.     

网站收费是否合情合理

现在人们都习惯了互联网提供的免}信息,也正是这种免费使世界形成了一个统一的大家庭。但就在不久前联众q站却开始收费了.在保持免费服务的动时,联众推出了游戏增值服务项目联众俱乐部",俱乐部会员每年收费20元。     

Shaping e-retailer’s website personality: The importance of experiential marketing

This research investigates how offering experiential values by an online retailer affects the personality of the e-retailer’s website in consumers’ minds. It empirically studies the impacts of four experiential value types – aesthetics, playfulness, customer return on investment (CROI), and service excellence – on each of the five website personality dimensions of enthusiasm, genuineness, solidity, sophistication, and pleasantness. The findings confirm the overall model and the majority of the hypothesized relationships are significant. The findings show that e-retailers should use appropriate combinations of experiential values to portray their desired website personalities.     

顾客价值导向的品牌权益模型及实证分析

以结构方程模型路径分析方法为基础,对顾客价值与品牌权益之间的关系进行实证研究。通过前期对手机消费者的深度访谈,结合定性分析,归纳出5个顾客价值结构,提出顾客价值与品牌权益关系概念模型。在调查研究的基础上,分析顾客价值结构对品牌权益价值的影响。结果表明:一方面,顾客价值结构对品牌权益价值有显著的直接效应;另一方面,顾客价值结构经由态度和行为两个品牌忠诚层面对品牌权益价值有显著的间接效应。     

Development of brand equity: evaluation of four alternative models

This study examines the development of brand equity by evaluating the influences of brand associations, perceived quality, satisfaction, and brand loyalty. Based on insights from prior research, four models are proposed, which focus on alternative relationships among these four factors. Sample data sets from the banking and discount store services are used to evaluate the relationships between and among these four factors. Results of the comparative data analyses reveal that the research model fits the data significantly better than the other three models. In particular, the contention that the effects of perceived quality impact brand equity indirectly through satisfaction is supported. The findings indicate that the primary contribution of the current study lies in the inclusion of satisfaction as an antecedent to brand equity and in the attempts to adequately model its relationships with the more traditional brand equity antecedents of perceived quality, brand loyalty, and brand associations. These results, and their implications, along with avenues for further research are also elaborated in this research.     

购物网站品牌资产及其形成机制实证研究

本文认为,购物网站品牌资产是消费者头脑中购物网站品牌知识导致的消费者对网站营销产生的差异化反应。文章从国情出发构建基于消费者视角的购物网站品牌资产模型并进行实证研究。研究认为,网站认知、网站品牌形象(感知质量、网站体验)、网站信任和网站忠诚是购物网站品牌资产的构成要素,它们之间不是并列的关系,而是有次序的因果关系。网站认知是网站品牌资产的基础,感知质量和网站体验可构成网站品牌形象而导致消费者对网站的信任,进而影响网站忠诚。建立消费者忠诚是购物网站的关键,网络企业可以通过提高网站知名度、产品和服务质量以及在网站设计方面增加网络购物的愉快体验来建立消费者对网站的信任,提高网站忠诚度。     

Apparel retailers: website quality dimensions and satisfaction

Online retailers would benefit from studies that examine which website attributes can be manipulated to favorably affect consumer satisfaction. The purposes of the study were (1) to examine the dimensionality of website quality for apparel retailers and (2) to determine which dimensions of website quality were significant predictors of shopper satisfaction. Data were collected from 273 female online apparel shoppers. Loiacono's WebQual™ instrument was used to measure shopper perceptions of websites. Factor analysis identified six dimensions of website quality: (1) web appearance, (2) entertainment, (3) informational fit-to-task, (4) transaction capability, (5) response time, and (6) trust. Only three dimensions, informational fit-to-task, transaction capability, and response time, were significant predictors of shopper satisfaction.     

Role of Customer Retention Equity in Creating and Developing Brand Value

The present study attempts to explore and establish a customer retention equity scale and examines its impact on brand value in the Indian banking sector. The data were collected from 500 account holders of the five nationalized banks—State Bank of India, Punjab National Bank, Industrial Credit and Investment Corporation of India, Housing Development Finance Corporation, and Jammu and Kashmir Bank from Jammu City, North India—using a purposive sampling technique. Structural equation modeling was applied to test the study hypotheses. The study finds that customer retention strategies that include loyalty and affinity schemes, special treatment benefits, a customer feedback survey, a courtesy system, and content marketing significantly contribute to retention equity. Further, the study also reveals that retention equity has a positive and significant impact on brand value and its dimensions—brand loyalty, brand association, and brand awareness. The study contributes to the extant literature by developing and validating the customer retention equity scale from customer perspectives in the Indian banking sector. In addition, the study also integrates the research stream of retention equity with brand value to signify the contributory role of customer retention equity on brand value and its dimensions. Since the study is limited to assessing customer retention equity and brand value relationship, their relationship with other constructs, such as relational quality, customer equity, and customer loyalty, should be explored in further work.     

Should all firms adapt websites to international audiences?

The authors investigate the moderating roles of brand equity and purchasing risk in the relationships between website cultural congruity (WCC) and two dependent variables: attitude toward the website (A_ST) and trust in the e-vendor. An exploratory study identifies typical French website design elements (graphic design and layout factors) to use in a subsequent experimental study to manipulate WCC. The results reveal that the effect of WCC on A_ST increases when brand equity is weak; for trust, both brand equity and purchasing risk act as moderators. The interaction between brand equity and purchasing risk reveals that WCC only influences trust when brand equity is weak. Overall, the results suggest that strong brand equity outweighs the effects of WCC in terms of improving site attitudes and reducing purchasing risk, with notable managerial and research implications.     

Key service drivers for high-tech service brand equity: The mediating role of overall service quality and perceived value

Abstract

This study investigates how different aspects of service quality could have effects on overall perception of service quality, perceived value, and service brand equity. Based on a survey of active users of mobile telecommunications services in Taiwan, we obtained the following findings. First, we found that empathy, network quality, reliability, and assurance, but not tangibles and responsiveness, have a significant effect on service quality and value perception. Second, the effect of overall service quality on brand equity is partially mediated by perceived value. Third, overall service quality has differential mediation effects on the relationships between specific service quality dimensions and perceived value. Finally, empathy and network quality have direct effects on brand equity. For managers, our study suggests the importance of identifying key service drivers for building strong service brand for high-tech service firms. The identification of key service drivers could then enable these firms to make strategic decisions on services investments. It also demonstrates the importance of the humanisation of technology for services firms. This study is original in that it explores the path from specific services qualities to service brand equity.     

The risk of programmatic advertising: Effects of website quality on advertising effectiveness

Programmatic advertising is prevalent in online advertising. However, it offers managers limited control over the type of website where the ad appears, resulting in brand safety issues. Aware of the risk that ads may potentially display on websites of poor quality (nonpremium websites), managers have developed strategies to reduce this risk. Due to the lack of empirical insights, these strategies are based on “gut feeling” and depend on campaign type (branding versus performance) and brand type (premium versus nonpremium). Our research addresses this void and analyzes website quality effects for premium and nonpremium brands in branding and performance campaigns. Our results show that effects, indeed, vary depending on campaign and brand type, but not in ways that managers might expect. When a branding ad appears on a nonpremium website, attitudes towards the ad and the brand deteriorate, but only for premium brands. In contrast, website quality does not affect awareness for either type of brand. When a performance ad appears on a nonpremium website, it generates fewer clicks; this effect is stronger for premium brands. Overall, these findings enrich our understanding of the consequences of programmatic advertising and highlight the crucial role of website quality dependent on campaign goal and brand type.     

The Effects of Credible Online Reviews on Brand Equity Dimensions and Its Consequence on Consumer Behavior

Consumers are using social media platform to gain and share knowledge on brands. In the virtual environment, consumers are exposed to various online reviews on brands that leave an impression of brands on the minds of the consumers. The present study combines Yale attitude change model and attribution theory to examine the effects of credible online reviews on brand equity dimensions. The present study views, through the lens of Yale attitude change model, the various factors that affect credibility evaluation of online reviews. Further, attribution theory is used as the theoretical backbone to analyze the effects of credible online reviews on brand equity dimensions and finally on purchase intention. This study uses structural equations modeling (SEM) to investigate the impact of online credible reviews on customer based brand equity (CBBE) dimensions and its consequence on consumer behavior (purchase intention). Results indicate that source and review quality are the most important factors that affect consumer's credibility evaluation of a review. Online credible reviews have more significant impact on brand awareness, perceived value and organizational associations and thus leads to consumer's purchase intention in the context of consumer electronic products in India.