管理评论

›› 2015, Vol. 27 ›› Issue (8): 190-199.

• 市场营销 • 上一篇    下一篇

基于TAM的互联网金融品牌延伸影响机制研究

单汨源, 龙腾, 张人龙   

  1. 湖南大学工商管理学院, 长沙 410082
  • 收稿日期:2014-09-15 出版日期:2015-08-30 发布日期:2015-09-02
  • 作者简介:单汨源,湖南大学工商管理学院教授,博士生导师,博士;龙腾,湖南大学工商管理学院硕士研究生;张人龙,湖南大学工商管理学院博士研究生。
  • 基金资助:

    国家自然科学基金项目(71371069);国家社科基金项目(13FGL005)。

The Influencing Mechanism of Internet Financial Brand Extension: Based on the Technology Acceptance Model

Shan Miyuan, Long Teng, Zhang Renlong   

  1. School of Business and Administration, Hunan University, Changsha 410082
  • Received:2014-09-15 Online:2015-08-30 Published:2015-09-02

PDF (PC)

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摘要：

互联网金融情境下的品牌延伸研究是目前的研究热点。本文基于技术接受模型(TAM),结合传统品牌延伸因素与互联网金融背景构建了互联网金融品牌延伸理论模型,并对从支付宝到余额宝与存金宝的品牌延伸进行了实证研究,旨在探究互联网金融品牌延伸的关键因素及其影响机制。研究结果表明:母品牌态度能被转移到延伸产品上,正向影响品牌延伸评价,同时品牌信任和母品牌与延伸产品间的感知契合度显著正向影响品牌延伸评价;在互联网金融情境下,用户的感知联结度正向影响品牌延伸评价,母品牌态度显著正向影响用户品牌信任、感知契合度和感知联结度。研究成果为互联网金融产品的市场推广提供了策略借鉴。

关键词: 互联网金融, 品牌延伸, 技术接受模型

Abstract:

Brand extension in the context of internet finance has attracted increasing scholarly attention in the past few years. By considering both the traditional brand extension factors and internet financial context, the current study builds the internet financial brand extension theoretical model based on the technology acceptance model. Then we test our model using the Alipay's extension to YuE Bao and CunJin Bao to find the key factors and the mechanism influencing internet financial brand extension. The results indicate that the attitude of parent brand can be transferred to its extended products, and positively influences the brand extension evaluation. In addition, both the brand trust and the perceived fit between the parent brand and the extension product positively influence brand extension evaluation. In the context of internet finance, the perceived tie positively influences brand extension evaluation, and the attitude of parent brand positively influences the brand trust, perceived fit and perceived tie. The results provide some implications for promoting internet financial product.

Key words: internet finance, brand extension, TAM