平台商业模式有着降低交易成本，提高交易效率和降低市场风险的能力，作为一 种新的组织模式，已经被许多企业所采用。纵观这几年B2C市场的发展，平台化趋 势越来越明显，B2C自营模式纷纷向B2C平台模式转型，B2C平台模式已在B2C电 商模式中占领主流地位。例如，京东商城、苏宁易购和当当原本都是纯自营的经营模 式，先后开放平台，引入第三方卖家入驻，由B2C自营模式向B2C平台模式转换。 但是，由于转换成本比较低等原因，消费者对B2C平台的忠诚度比较低，如何保留 消费者的忠诚度，成为B2C平台发展必须面临的问题。B2C平台的竞争已经从价格 竞争时代过渡到了品牌时代，品牌建设已成为B2C平台打造差异化和获得竞争优势 的重要途径。作为B2C平台品牌建设的重要组成部分，B2C平台品牌形象建设的作 用是不容忽视的，因此对其展开研究是很有必要的。本研究以B2C平台为研究对象， 探究B2C平台品牌形象对消费者平台品牌忠诚的影响，并加以探索其中平台品牌信 任的中介作用和产品涉入度的调节作用，旨在解决B2C平台品牌形象是如何影响消 费者平台品牌忠诚的。本研究的主要内容为：首先进行了文献搜集及整理，逐步梳理 了B2C平台、品牌形象、品牌信任、品牌忠诚、产品涉入度和变量间关系的相关研 究。研究中参考了以往学者对品牌形象的研究，并根据学者们对B2C平台的认识， 选用平台企业形象和平台卖家形象作为B2C平台品牌形象的测量维度，并按照品牌 信任二维度的观点将消费者的平台品牌信任测量维度划分为平台品牌可靠性和平台 品牌意图。其次提出了本研究的理论模型与研究假设，并确定了调查问卷。最后采用 网上收集问卷的方式收回有效问卷232份，对收集到的问卷数据运用SPSS22.0软件 进行相关的数据处理，得出研究结论。本研究的结论表明：B2C平台品牌形象两维度 （平台企业形象和平台卖家形象）对消费者平台品牌忠诚具有显著的正向影响；B2C 平台品牌形象两维度(平台企业形象和平台卖家形象)对消费者平台品牌信任的两个 维度（平台品牌可靠性和平台品牌意图）具有显著的正向影响；消费者平台品牌信任 的两个维度（平台品牌可靠性和平台品牌意图）对消费者平台品牌忠诚具有显著的正 向影响；消费者平台品牌信任在平台企业形象和平台卖家形象对消费者平台品牌忠诚 的影响机制中具有完全中介作用；消费者的产品涉入度在平台企业形象和平台卖家形 象对消费者平台品牌忠诚的影响机制中具有调节作用。 关键词：B2C平台；品牌形象；品牌信任；品牌忠诚；产品涉入度 B2C平台品牌形象对消费者忠诚的影响研究——产品涉入度的调节作用 I ABSTRACT The platform business model has the ability to reduce transaction costs, improve transaction efficiency and reduce market risks. As a new organizational model, it has been adopted by many companies. Looking at the development of the B2C market in recent years, the trend of platformization has become more and more obvious. The B2C self-employed model has been transformed to the B2C platform model. The B2C platform model has occupied the mainstream position in the B2C e-commerce model. For example, Jingdong Mall, Suning Tesco, and Dangdang were originally purely self-operating business models. They successively opened the platform, introduced third-party sellers to settle in, and switched from the B2C self-operated model to the B2C platform model. However, due to low conversion costs and other reasons, consumers' loyalty to the B2C platform is relatively low. How to retain consumer loyalty has become a problem that must be faced in the development of B2C platforms. The competition of B2C platform has transitioned from the era of price competition to the brand era, and brand building has become an important way for B2C platforms to create differentiated advantages. As an important part of B2C platform brand building, the role of B2C platform brand image building cannot be ignored, so it is necessary to conduct research on it. This research takes the B2C platform as the research object, explores the impact of B2C platform brand image on consumer platform brand loyalty, and explores the mediating role of platform brand trust and the moderating role of product involvement. The main contents of this research are as follows: Firstly, literature collection and collation are conducted, and relevant studies on B2C platform, brand image, brand trust, brand loyalty, product involvement and the relationship between variables are gradually sorted out. Reference in the study of the previous scholars on the research of the brand image, and according to the scholars' understanding of B2C platform, platform corporate image and platform seller image are selected as the measurement dimensions of the B2C platform brand image. According to the perspective of two-dimensional brand trust, the consumer's platform brand trust measurement dimension is divided into platform brand reliability and platform brand intent. Secondly, the theoretical model and research hypothesis of this research are put forward, and the questionnaire is determined. Finally, 232 valid questionnaires were collected by online questionnaire collection. The collected questionnaire data was processed with SPSS 22.0 software to obtain relevant research conclusions. The conclusion of this study shows that: the two dimensions of the B2C platform brand image (platform corporate ABSTRACT II image and platform seller image) have a significant positive impact on consumer platform brand loyalty; the two dimensions of the B2C platform brand image (platform corporate image and platform seller image) have a significant positive impact on the two dimensions of consumer platform brand trust (platform brand reliability and platform brand intent); the two dimensions of consumer platform brand trust (platform brand reliability and platform brand intent) have a significant impact on consumer platform brands Loyalty; consumer platform brand trust plays a full mediating role in the impact of platform corporate image and platform seller image on consumer platform brand loyalty; the degree of product involvement of consumers plays a moderating role in the influence mechanism of platform enterprise image and platform seller image on brand loyalty of consumer platform. KEYWORDS: B2C platform; Brand image; Brand trust; Brand loyalty; Product involvement B2C平台品牌形象对消费者忠诚的影响研究——产品涉入度的调节作用 1 目 录 第一章 绪论 ................................................. 1 第一节 研究背景与研究意义 ........................................... 1 一、研究背景 ........................................................ 1 二、研究意义 ........................................................ 2 第二节 研究内容与方法 ............................................... 3 一、研究内容 ........................................................ 3 二、研究方法 ........................................................ 4 第三节 主要创新点 ................................................... 5 第二章 文献综述 ............................................. 6 第一节 B2C平台文献综述 ............................................. 6 第二节 品牌形象文献综述 ............................................. 7 一、品牌形象的内涵 .................................................. 7 二、品牌形象的测量 .................................................. 8 第三节 品牌信任文献综述 ............................................ 10 一、品牌信任的内涵 ................................................. 10 二、品牌信任的测量 ................................................. 11 第四节 品牌忠诚文献综述 ............................................ 12 一、品牌忠诚的内涵 ................................................. 12 二、品牌忠诚的测量 ................................................. 13 第五节 产品涉入文献综述 ............................................ 14 一、产品涉入度的内涵 ............................................... 14 二、产品涉入度的测量 ............................................... 15 第六节 变量关系的相关研究 .......................................... 15 第三章 研究模型与假设 ...................................... 17 第一节 模型构建 .................................................... 17 第二节 研究假设 .................................................... 17 目 录 2 一、品牌形象与品牌忠诚 ............................................. 17 二、品牌形象与品牌信任 ............................................. 18 三、品牌信任与品牌忠诚 ............................................. 19 四、品牌信任中介作用 .....