伴随着快速发展的互联网技术以及不断增长的购物需求，网络购物平台应 运而生。与传统线下实体店相比，网络购物平台无法为消费者提供真实的购物 场所和购物体验，这就导致消费者在选择网络购物平台时不能以原来的标准做 参照。网络购物平台象征性品牌形象作为连接品牌和消费者之间的纽带，不仅 能体现品牌价值与自身特性，还能提高品牌辨识度，加深消费者对品牌的认同 感，从而建立消费者与品牌之间的稳定联系，最终提升消费者与品牌之间的关 系质量。与此同时，消费者的消费需求也逐渐由功能性消费向以满足心理和精 神需求为目的的消费转变，根据象征性品牌形象选择购物平台，也成为消费者 满足自我建构和自我表达需求的方式之一。由此可见，网络购物平台象征性品 牌形象正逐渐成为消费者选择购物平台的重要依据。那么，网络购物平台象征 性品牌形象如何影响消费者与品牌之间的关系质量以及该影响的传导机制，是 值得探究的问题。 本研究以消费者感知价值为中介变量，以485名使用网络购物平台的消费 者为研究样本，研究象征性品牌形象对品牌关系质量的作用机制，具体结论如 下：（1）象征性品牌形象对消费者感知价值有显著正向影响；（2）消费者感知 价值对品牌关系质量有显著正向影响；（3）象征性品牌形象对品牌关系质量有 显著正向影响；（4）消费者感知价值在象征性品牌形象和品牌关系质量之间起 中介作用。 本研究期望拓宽象征性品牌形象对品牌关系质量影响的研究视角，同时为 II 企业与消费者建立并维持良好关系，提升消费者满意度和忠诚度提供一些思路。 关键词：网络购物平台；象征性品牌形象；消费者感知价值；品牌关系质量 III RESEARCH ON THE INFLUENCE OF SYMBOLIC BRAND IMAGE ON THE BRAND RELATIONSHIP QUALITY IN ONLINE SHOPPING PLATFORM ABSTRACT With the rapid development of Internet technology and the growing demand for shopping, online shopping platform came into being. Compared with traditional offline stores, online shopping platforms cannot provide consumers with real shopping places and shopping experience, which results in that consumers cannot make reference to the original standards when choosing online shopping platforms. Network shopping platform symbolic brand image as a connecting link between brands and consumers, not only can reflect the brand value with its own characteristics, and also can improve the brand identification, deepen the consumers to the brand identity, so as to establish the stability of the connection between consumers and brand, ultimately improving the quality of the relationship between customer and brand. At the same time, as people material life level rising, consumer demand also gradually from functional consumption to satisfy the psychological and spiritual needs for the purpose of consumption, choose shopping platform, according IV to the symbolic brand image has become consumers buy products or services meet the demand of self construction and self expression of one of the way. Thus it can be seen that symbolic brand image of online shopping platform is gradually becoming an important basis for consumers to choose shopping platform. Therefore, how the symbolic brand image of online shopping platform affects the quality of the relationship between consumers and brands and the transmission mechanism of the influence is a question worth exploring. Taking the perceived value of consumers as the mediating variable and 485 consumers using online shopping platforms as the research samples, this study studied the mechanism of symbolic brand image on the quality of brand relationship. The specific conclusions are as follows :(1) symbolic brand image has a significant positive effect on the perceived value of consumers; (2) consumer perceived value has a significant positive impact on brand relationship quality; (3) symbolic brand image has a significant positive impact on brand relationship quality; (4) consumer perceived value plays an intermediary role between symbolic brand image and brand relationship quality. This study is expected to broaden the research perspective of the influence of symbolic brand image on the quality of brand relationship, and at the same time to provide some ideas for enterprises to establish and maintain a good relationship with consumers and improve consumer satisfaction and loyalty. KEYWORDS: online shopping platform; symbolic brand image; consumer perceived V value; brand relationship quality VI 目 录 一、绪论 ...................................................................... 1 1.1研究背景 ............................................................... 1 1.2研究意义 ............................................................... 2 1.2.1理论意义 .......................................................... 2 1.2.2现实意义 .......................................................... 3 1.3研究方法与内容 ......................................................... 3 1.3.1研究方法 .......................................................... 3 1.3.2研究内容 .......................................................... 3 1.4技术路线 ............................................................... 4 1.5可能的创新点 ........................................................... 4 二、文献综述及理论基础 ........................................................ 6 2.1象征性品牌形象相关研究 ................................................. 6 2.1.1象征性品牌形象的内涵 .............................................. 6 2.1.2象征性品牌形象的维度 .............................................. 7 2.2消费者感知价值相关研究 ................................................. 8 2.2.1消费者感知价值的内涵 .............................................. 8 2.2.2消费者感知价值的维度 .............................................. 9 2.3品牌关系质量相关研究 .................................................. 10 2.3.1品牌关系质量的内涵 ............................................... 10 2.3.2品牌关系质量的维度 ............................................... 11 2.4理论基础 .............................................................. 13 2.4.1品牌关系理论 ..................................................... 13 2.4.2 S-O-R模型 ....................................................... 14 2.5文献述评 .............................................................. 15 2.5.1象征性品牌形象对品牌关系质量影响的研究 ........................... 15 2.5.2象征性品牌形象对消费者感知价值影响的研究 ......................... 15 2.5.3消费者感知价值对品牌关系质量影响的研究 ........................... 16 2.5.4现有研究的不足及对本研究的启示 ................................... 16 2.6本章小结 .............................................................. 17 VII 三、概念模型与研究假设 ....................................................... 18 3.1模型构建的思路 ........................................................ 18 3.2概念模型 .............................................................. 19 3.3研究假设 .............................................................. 20 3.3.1象征性品牌形象对消费者感知价值的影响 ............................. 20 3.3.2消费者感知价值对品牌关系质量的影响 ............................... 20 3.3.3象征性品牌形象对品牌关系质量的影响 ............................. 21 3.3.4消费者感知价值的中介作用 ......................................... 22 3.4本章小结 .............................................................. 24 四、研究设计 ................................................................. 25 4.1问卷设计 .............................................................. 25 4.2研究样本 .............................................................. 25 4.3测量工具 .............................................................. 26 4.3.1象征性品牌形象 ................................................... 26 4.3.2消费者感知价值 ................................................... 26 4.3.3品牌关系质量 ..................................................... 26 4.4小样本测试 ............................................................ 27 4.4.1小样本数据描述 ................................................... 27 4.4.2信度分析 ......................................................... 29 4.4.3探索性因子分析 ................................................... 31 4.5本章小结 .............................................................. 34 五、数据分析与假设检验 ....