A Study on the Relationship between the Brand Association of Network Stores and the Loyalty of Consumer

• Main Authors: Ting-liang Liu, 劉廷亮
• Other Authors: Cou-chen Wu
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/5mu6s9

碩士 === 國立臺灣科技大學 === 管理研究所 === 95 === The network marketing is the typical market paradigm shift that it will gradually substitute the traditional marketing pattern. A lot of researchers study on the consumer behavior in various aspects in connection with the marketing model. Nonetheless, the author in this research believes that "the network store" will be able to approach our daily life even though the Internet so far has only 10 to 20 years history from its first evolution. Whereas the development of technology is extremely fast, the marketing pattern changes in various ways either. This research will focus on the ground in discussing "the relationship between the brand association of network stores and the loyalty of consumer". This research uses Keller (1998) and the Aaker’s (1991) theory in brand association, discussing consumer’s behavior and loyalty with respect to network stores by statistical surveys. Currently, the network store is still in an infant stage. The consumer’s trust, sentiment, attitude and loyalty will be the key factors to affect consumer’s behavior. Also these factors could also be changed and improved along with the difference between market tendency and the brand association. The goal of this research discussion: 1. Studies on consumer’s ideation and conception to the network store brand association. 2. To confirm or establish the key factor of the connection between the brand association of network stores and the loyalty of consumer. The structure of this research develops 15 hypothetical assumptions by the analysis of statistical questionnaire surveys. The composition in the questionnaire surveys focuses on students and people with jobs primarily. The volume of valid survey is 261 using SPSS and SAS statistical analysis. The findings in surveys discover that in 15 assumptions; 8 assumptions are untenable and 4 assumptions are positive in proving the attribute and benefit of the brand association and the consumer’s trust and sentiment can not be positive linked with consumer’s loyalty; the rest of 3 assumptions can not present the positive connection in between the attribute, attitude and loyalty of the brand association and the consumer’s behavior either. The author from these findings verifies that the network store is still in an immature marketing environment. In conclusion, the current model of consumer’s association to network store is unable to produce the positive relationship in consumers’ loyalty and behavior. Finally, based on the management point of view, this research proposes that in running a network store, the management team should still have kept strengthening the customer service and assistance. In result, the customer service and assistance provided by the management team could generate more positive attitude but not loyalty from customers and reliance on personal brand association. On the following research, the author discusses the management team of network store should focus on managing procedure, in discussion of the procedure of current customer assistance of the network store and how to establish an effective IT service.