Research On The Influence Mechanism Of Information Quality Level On Platform Brand Equity

Knowledge information sharing platform is a powerful platform integrating knowledge information loading,auditing,publishing,consulting,retrieval,system management,instant messaging and other functions,providing customers with information query and retrieval services.The Internet age is an era of information explosion,and the network has become the main channel for users to obtain information.Knowledge information sharing platforms are springing up one after another,and the scale of the industry is expanding rapidly.As of 2017,the scale of the industry has reached 4.9 billion yuan,and the number of users paying for knowledge has reached 188 million.However,behind the amazing development speed,various problems of irregular platform operation have been exposed frequently,especially the problem of information quality.For example,the problem of reliability,fragmentation,accessibility,timeliness and infringement of intellectual property rights.Information quality issues not only seriously affect customer experience and customer utility,but also pose severe challenges to the brand and sustainable development of the platform.Such as baidu's Wei Zexi event.Based on this,this paper attempts to conduct a theoretical and empirical study on the "mechanism of the influence of information quality level on platform brand assets".The research mainly focuses on the analysis of the relationship between information quality level,customer perceived value and platform brand assets.At present,the internal and external evaluation system of information quality level is mainly based on the nature of information,but the system has not been unified.According to the logic of customers' consumption psychology and combining with the research of scholars on the information quality evaluation system,this paper selects four evaluation indexes that can match the logic of customers' consumption,namely,accessibility,interpretability,applicability and trustworthiness.This paper regards the customers of the knowledge information sharing platform as the subject for empirical research.Through the AMOS software to establish structural equation model,in Respectively analyze the effects of each dimension of information quality level on brand equity and on customer perceived value,and also the influence of customer perceived value on platform's brand equity.And analyze the mediating role of customer perceived value in the relationship between information quality and brand equity,From the outcomes of series of analysis,we can draw the following conclusion: In addition to the accessibility have no positive effect on brand equity,interpretability,applicability and trustworthiness all have significantly positive influence on brand equity;The four dimensions of information quality level have significantly positive predictive effect on customer perceived value.Customer perceived value also has a remarkably positive impact on platform brand equity.Customer perceived value plays a significantly partial mediating role in the relationship between accessibility and applicability with platform brand equity,and a significant and complete mediating role in the relationship between interpretability and trustworthiness with platform brand equity.Based on this conclusion,this paper proposes the following management suggestions for the knowledge information sharing platform: Firstly,ensuring the basic quality of information,enhancing the accessibility and applicability of information;Secondly,segmenting the consumer of knowledge information and balancing the interpretability and trustworthiness of information.The third,highlighting customer perceived value and improving the interaction mechanism between the platform and users;Finally,enhancing the additional value of information,strengthening the user's brand emotion and brand ownership.