基于fsQCA的跨境电商品牌依恋促进与抑制因素案例研究

摘要/Abstract

摘要： 中国跨境电商平台的生态演化与共生理念打破了品牌的区域性竞争关系，以客户为中心的品牌重塑与品牌信誉正影响着中国消费者群体的全球购买决策，探究其对来源国品牌依恋的形成机制具有重要现实价值。本研究应用组态思维和fsQCA方法，以网易考拉24个品牌为案例研究对象，探索中国消费者对来源国品牌依恋的因果复杂性问题。研究发现：（1）高品牌依恋的驱动路径分为4条，揭示了不同的条件组态可以产生多种实现高品牌依恋的路径。其中，路径1、路径2为高口碑和高情感倾向的联动匹配；路径3为高品牌国际影响力、高卷入度和高口碑的联动匹配；路径4为高品牌国际影响力、高卷入度和高群体认同的联动匹配。（2）非高品牌依恋的驱动路径分为4条，且与高品牌依恋的驱动机制存在因果非对称关系。本研究结论有助于拓展品牌信誉与价值共创匹配的品牌管理视角，为跨境电商企业如何有效促进品牌依恋提供了理论与实践启示。

关键词: QCA方法, 品牌依恋, 品牌信誉, 口碑传播, 组态思维

Abstract: The ecological evolution and symbiosis of cross-border e-commerce platform in China have broken the regional competitive relationship of brand. Customer-centered brand reconstruction is affecting the global purchase decision of Chinese consumer groups, and it is of great practical value to explore the formation mechanism of brand attachment in source countries. In this study, configuration thinking and QCA method are used to explore the causal complexity of Chinese consumers' attachment to the brand of source country, taking 24 brands of NetEase koala National Pavilion as a case study. The results show that:(1) The driving mechanism of high brand attachment is divided into four paths, revealing that different conditional configurations can form multiple paths of high brand attachment. Among them, path 1 and path 2 are the linkage matching of high word of mouth and high emotional tendency; path 3 is the linkage matching of high brand international influence, high involvement and high word of mouth; path 4 is the linkage matching of high brand international influence, high involvement and high group identity. (2) The driving mechanism of non-high brand attachment can be divided into four paths, and it has a causal asymmetry with the driving mechanism of high brand attachment. The conclusion of this study is helpful to expand the brand management perspective of brand reputation and value co-creation, and provides theoretical and practical enlightenment for cross-border e-commerce enterprises to effectively promote brand attachment.

Key words: qualitative comparative analysis, brand attachment, brand reputation, word-of-mouth communication, configuration thinking

王林, 何玉锋, 杨勇, 赵杨. 基于fsQCA的跨境电商品牌依恋促进与抑制因素案例研究[J]. 管理评论, 2020, 32(12): 320-332.

Wang Lin, He Yufeng, Yang Yong, Zhao Yang. A Case Study of Promoting and Inhibiting Factors of the Brand Attachment in Cross-Border E-commerce Platform Based on fsQCA Method[J]. Management Review, 2020, 32(12): 320-332.

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