Research On The Influence Of B2C Platform Brand Image On Consumer Loyalty

The platform business model has the ability to reduce transaction costs,improve transaction efficiency and reduce market risks.As a new organizational model,it has been adopted by many companies.Looking at the development of the B2 C market in recent years,the trend of platformization has become more and more obvious.The B2 C self-employed model has been transformed to the B2 C platform model.The B2 C platform model has occupied the mainstream position in the B2 C e-commerce model.For example,Jingdong Mall,Suning Tesco,and Dangdang were originally purely self-operating business models.They successively opened the platform,introduced third-party sellers to settle in,and switched from the B2 C self-operated model to the B2 C platform model.However,due to low conversion costs and other reasons,consumers' loyalty to the B2 C platform is relatively low.How to retain consumer loyalty has become a problem that must be faced in the development of B2 C platforms.The competition of B2 C platform has transitioned from the era of price competition to the brand era,and brand building has become an important way for B2 C platforms to create differentiated advantages.As an important part of B2 C platform brand building,the role of B2 C platform brand image building cannot be ignored,so it is necessary to conduct research on it.This research takes the B2 C platform as the research object,explores the impact of B2 C platform brand image on consumer platform brand loyalty,and explores the mediating role of platform brand trust and the moderating role of product involvement.The main contents of this research are as follows: Firstly,literature collection and collation are conducted,and relevant studies on B2 C platform,brand image,brand trust,brand loyalty,product involvement and the relationship between variables are gradually sorted out.Reference in the study of the previous scholars on the research of the brand image,and according to the scholars' understanding of B2 C platform,platform corporate image and platform seller image are selected as the measurement dimensions of the B2 C platform brand image.According to the perspective of two-dimensional brand trust,the consumer's platform brand trust measurement dimension is divided into platform brand reliability and platform brand intent.Secondly,the theoretical model and research hypothesis of this research are put forward,and the questionnaire is determined.Finally,232 valid questionnaires were collected by online questionnaire collection.The collected questionnaire data was processed with SPSS 22.0 software to obtain relevant research conclusions.The conclusion of this study shows that: the two dimensions of the B2 C platform brand image(platform corporate image and platform seller image)have a significant positive impact on consumer platform brand loyalty;the two dimensions of the B2 C platform brand image(platform corporate image and platform seller image)have a significant positive impact on the two dimensions of consumer platform brand trust(platform brand reliability and platform brand intent);the two dimensions of consumer platform brand trust(platform brand reliability and platform brand intent)have a significant impact on consumer platform brands Loyalty;consumer platform brand trust plays a full mediating role in the impact of platform corporate image and platform seller image on consumer platform brand loyalty;the degree of product involvement of consumers plays a moderating role in the influence mechanism of platform enterprise image and platform seller image on brand loyalty of consumer platform.