【作者】 崔磊；

【导师】 舒咏平；

【作者基本信息】 华中科技大学 ， 传播学， 2012， 博士

【摘要】 自互联网进入中国,以电子商务为代表的各类商业化应用广受社会关注。与此同时,作为网络购物的主体,顾客及其在线行为对购物网站品牌的作用特殊。本文在借鉴西方学者受众研究基础上,结合中国网络购物实际,认为顾客在线行为影响购物网站的品牌建构。据此目的,本文以顾客在线行为为研究对象,通过对营销环境、品牌图式以及顾客在线行为的制约因素、立体表现等分析,论证顾客在线行为在购物网站品牌建构中的地位。同时,本文采用问卷调查、深度访谈、内容分析以及模式建构等多种研究方法调查分析实际的顾客在线行为。与传统媒体不同,新媒体所提供的技术支撑带动媒体传播升级,传统的营销模式演变为互联网时代消费者主导的关系管理。基于受众研究的视角,互联网平台上的顾客在线行为在受众基础、性质本源以及消费动因等方面呈现出不同的特征。宏观上,各种受众研究理论是顾客在线行为产生的受众基础；中观上,网络行为学的学科基础是顾客在线行为的性质本源；微观上,网络时代消费者行为演变是在线行为产生的消费动因。购物网站、论坛、微博、社交网站等互联网空间成为顾客在线行为生成的营销环境。新媒体为顾客在线行为提供了不同于传统媒体的新环境,是顾客在线行为重要性凸显的直接根基。研究顾客的在线行为对购物网站品牌建构的影响,应首先明晰目前国内外购物网站品牌的形成图式。本文梳理了目前国内外颇具代表性的五类购物网站：即B2C主流模式、C2C模式、B2C自有品牌模式、分类信息网站模式及团购网站模式,并从品牌主角度剖析其品牌创建的规律。顾客在线行为影响购物网站品牌建构的要素有三方面的来源,从在线传播角度看,包括在线信息、在线传播者及在线接收者；从购物网站方来看,包括网站品牌传播、购物网站论坛和网络水军；从其他渠道来看,包括第三方网站、线下口碑传播。作为顾客在线行为背后无形的手,政治、经济、技术分别是控制顾客在线行为.的深层原因。无论是硬性的网络审查制度,还是软性的网络文化培育,都会觉察到其背后的政治权利操控。经济上,无论是博客的垃圾化,还是微博的僵尸粉,资本控制的力量随处可见。技术上,科技的过度依赖与技术的无形监控对在线行为影响较大,技术提升使得掌控顾客在线行为易如反掌。互联网上的顾客在线行为需进行立体化分析。在现实表现上,通过实证分析理解在线传播者和在线接收者具有的多重角色。在传播界定上,本文对顾客在线行为的定义、传播方式及传播规律进行剖析。在形态展现上,顾客在线行为包括在线搜索行为、在线点击行为、在线定制行为、在线评价行为、在线互动行为、在线展示行为等六大类型。本文对京东商城网站上的顾客在线行为内容分析,通过实例论述六种顾客在线行为影响购物网站品牌。通过对顾客在线行为的全景扫描,本文描绘出顾客在线行为影响购物网站品牌形成的“六阶段流程图”,即：品牌提示—品牌认知—品牌联想—品牌满意—品牌传播—品牌忠诚六个阶段。顾客在线行为的六种类型在其中扮演着重要的角色。在此基础上,本文通过模式建构法具体分析了顾客在线行为影响购物网站品牌建构的动态螺旋图,指出了六种在线行为产生的八种要素之间通过多向互动、螺旋上升对购物网站品牌形成产生影响。购物网站作为互联网平台上客观存在的一种商业应用平台,自有其存在的社会价值。诚然,目前购物网站自身存在或多或少的先天不足条件,也受到政治、经济、文化等各种社会条件的制约,然而购物网站在方便人们购物、促进社会消费、创新经济发展等方面起着显著作用。与此同时,时下火热的团购模式及购物网站未来最有可能的C2B模式,均能看到顾客在线行为对网络购物行业的显著影响,概言之,顾客在线行为影响购物网站品牌的现状不会改变。更多还原

【Abstract】 Since the internet services emerged in China, many kinds of commercial applications represented by E-business become the object of universal attention. Meanwhile, as the actor of the online shopping, the customers and their online behavior carry out a specific function in the branding of the online shopping. Based on the audience study of western authors, this article will make a thorough research into the subject about how the customer’s behavior will influence the build-up of online shopping brand.Accordingly, as the study of customer online behavior, this article demonstrate the leading position of customer online behavior in the build-up of shopping site brand through the analysis of the marketing environment, audience perspective, brand mode, the online shoppers’performance and constraints contained. Meanwhile, this article also analyzes the customers’online behavior by many research methods, such as the questionnaire survey, In-depth interview, content analysis and model construction, etc.Different from the traditional media, the technique supports supplied by the new media promote the media communication upgrading which make the traditional marketing mode develop towards relation management dominated by the customers of internet times. From the angle of audience study, the online behavior based on the internet platform has shown the different character and style in the audience basis, property source, consumption motivation, etc. In macro-scale, the theory of audience study constitutes the most reliable foundation for the online behavior of customers; in middle scale, the discipline basis of network behavior study is the resource and represent the character of the customers’ online behavior; microcosmically, the evolution of the customers’behavior motivate the online behavior.The shopping site, forum, micro blog, social network site have become the marketing environment elements generated by the customers’online behavior. As the basis for the customers’online behavior The new media supply the customers’ online behavior with the new environments different from the traditional ones and highlight the importance of customers’online behavior.When study the effect of online customers’behavior on the branding of online shopping site, we should make clear the branding mode of the domestic and overseas shopping site. This article concludes five typical online shopping sites:B2C, C2C, B2C, classified information site and group purchase, and make analysis of the rules of their development from the angle of the brand.The online behavior of the customers requires the three dimensional analysis. In terms of realistic performance, the article analyzes the multiple roles played by the online propagator and receiver; in terms of the classification of communication, this article discusses the definition, transmission modes and rules; in terms of form performance, this article summarizes six types of customers’online behavior:online searching, clicking, customizing, assessment, interaction, demonstration.This article concludes the eight sources of the customers online behavior:online information, online propagator, online audience, brand spreading, A third-party Web site, online shopping community, network spamming and oral spreading, by which the customers’online behavior how to constitute the branding of the online shopping site.The politics, economic and technique manipulate the customers’online behavior greatly as invisible hands behind. The political influence can be traced in both the network censorship and internet culture upholding. Economically, the capital control can be seen everywhere, especially the blog trash and the zombie fans. Moreover, the over reliance on the technology and the invisible monitor of technique has made the customers’online behavior easily influenced.It needs for three-dimensional to analysis Customer online behavior on the Internet. On actual performance through the empirical analysis to understand the multiple roles of online communicators and online recipient. In the definition of the spread on the definition of online customer behavior, to analyze the mode of transmission and propagation. This article concludes six customer online behavior which including online search behavior, online click behavior, online custom behavior, evaluate behavior, interactive behavior, online presence behavior.This article use content analysis to discuss jingdong online shopping mall,whih as the example to explain how customer online behvrior influence the build-up of online shopping brand. Through the panoramic scanning of customers’online behavior, this article explains how it influences the branding of shopping site in flow chart of six stages: Brand Awareness-Brand Recognition-Brand Association-Brand Satisfaction-Brand Broadcast-Brand Loyalty, in which the customers’online behavior plays an important role. Besides, through the model method, eight kinds of elements have an impact on the formation of website brand during the interactivity.As a commercial application exists in the internet perform, the shopping site’s social values is justified obviously. Despite the drawbacks of itself, the constraints of political, economical, cultural, the shopping site still play an important role in the shopping facility, consumption stimulation and economic innovation. Meanwhile, group purchase rush and C2B trend show that the online behavior of customers have affected the online shopping business. In a word, the state of branding of the shopping site lead by customers’online behavior will not change.更多还原