品牌研究Issue(4)：69-74,6.
线下品牌资产对消费者线上购买意愿的影响研究
Research on the Impact of Offline Brand Equity on Consumer Online Purchase Intention
关辉 1蔡佳1
作者信息
- 1. 大连大学 经济管理学院，辽宁 大连 116622
- 折叠
摘要
Abstract
With the development of e-commerce, it is a strong trend that traditional enter⁃prises develop network business. During the process of enterprise transformation,the role of enter⁃prise brand equity and the impact of offline brand equity on consumer online purchase intention are worth discussing. In this study, the offline brand equity is divided into offline brand cogni⁃tion, offline brand image and offline brand attitude, and the model of the impact of offline brand equity on consumer online purchase intention is establishing. The empirical research shows that offline brand equity indirectly influences consumer online purchase intention through online trust and online attitude.关键词
线上线下/品牌资产/购买意愿Key words
Online and offline/Brand equity/Purchase intention分类
管理科学引用本文复制引用
关辉,蔡佳..线下品牌资产对消费者线上购买意愿的影响研究[J].品牌研究,2016,(4):69-74,6.
