Study On Online Institutional Marketing From A Consumer Perspective

Under the special social and cultural situation in China,the relationship marketing model,which emphasizes mutual benefit and trust,has occupied the leading position in management practice and academic research.However in the electronic market context,theanonymity of the transaction objects,the transaction environment and the complexity of the transaction behavior,restrict the function of the relationship marketing mode,which focuses on the dependence,trust and commitment between transactional parties.Therefore,it is deserved to explore whether there is a new marketing mode in electronic market and whether online companies can seek a new strategic point to adapt to the changing marketing environment and consumer demand.In internal marketingpractice,many e-commerce companies continue to introduce and improve their transactional institutions,such as privacy policice,shipping policies,payment policies,consumer feedback and reviews policices and product guarantees etc.in order to get rid of the market barrierseliminate consumer concerns about uncertaintyand establish their own competitive advantage in website market.Although the importance of e-commerce institutions in building trust in internet market is getting more and more attentions,fewer research focus on the marketing functions of e-retailer's transactional institutions in attracting and retaining e-customers.Thisdissertation aims to develop institutional marketing model in internet market from consumer's perspective,revealing the influence mechanism of transactional institutions of e-retailers on consumer behavior,and exploring the impact of corporate institutional marketing behavior and consumer marketing logic in institutional marketing,so as to provide theoretical support and practical guidance for online companies to seek new marketing management mode and develop competition strategies.Based on the e-commerce institutions research literature review,this dissertationfirstly analyzes the status quo of the existing research and the need to for further research directions.Then from e-transactional institutions,enterprise'sinstitutional marketing behaviorand consumer marketing logic three-dimensional perspective,this dissertationdevelops a theoretical model of internet institutional marketingand determines thegeneral theoretical framework for the study.Secondly,this dissertation makes an empirical research on the impact of e-transactional institutions on consumer behavior.In this part,this dissertationproposes that the perceived effectiveness of foure-transactioninstitutional mechanisms—specificallytrading security institutional mechanism,warranty institutional mechanism,feedback institutional mechanism and rewards institutional mechanism engender buyer's perceived control,trust beliefs and expected satisfaction into website,In addition,buyer'sperceived control,trust beliefs and expected satisfaction facilitate online transactions intentions.Data collected from 350 buyers in online auction marketplace provide support for the proposedstructural model.The study shows that the perceived effectiveness of e-transaction institutional mechanismsencompasses both attracting and retaining e-customers.Implicationsfor theory are discussed,and suggestions for future research on improving e-transactional institutions are suggested.Thirdly,this dissertation makes an empirical research on the impact of institutional marketing behavior on the perceived effectiveness of e-transactional institutions.In this part,it firstdefinite the concept of institutional marketing behavior(IMB)and its important components and then reports on the construction and psychometric assessment of a measure of IMB.Eleven multiitem scales are developed showing good evidence of reliability and validity.this dissertation tests propositions in this study of 376 consumers and shows an significant relationships between companies' three IMB dimensions—specifically insti tuti ons designing,institutions communicating,institutions innovating and consumers'perceived effectiveness of e-transactional institutions in electronic commerce transaction.Finally,this dissertation makes an empirical research on the impact of consumer marketing logic in internet institutional marketing.In this part,this dissertationgives the definition of consumer marketing logic,which reflectsconsumer's mental cognitions for the mode of market exchange behavior.And then it determines the contract-relational duality of consumer marketing logic.Based on this,the relational marketing logic scale and contractual marketing logic scale are developed,showing good evidence of reliability and validity.The dissertation theorizes that different consumer marketing logic will moderate the effects of company's institutional marketing behavior and the perceived effectiveness of e-transactional institutions.Data collected from 407 buyers in B2C marketplace shows that consumer marketing logic will moderate the impact of IMB on the perceived effectiveness of e-transactional institutions,and the relationship between the perceived effectiveness of e-transactional institutions and consumer perceived control.