CAJ | 학술논문

包含实体门店和在线商店的多渠道零售模式成为全球零售业发展的趋势， Web 2．0催生的用户生成内容为多渠道零售商打造竞争力提供了新思路。基于信息传播理论、社会资本理论、情感迁移理论，构建用户生成内容质量影响多渠道零售商品牌权益的整合模型。采用问卷法在多渠道零售商的在线零售品牌社群采集数据，运用结构方程模型对432份有效样本进行统计分析。研究结果表明，用户生成内容信息质量对多渠道零售商品牌权益具有直接的正向促进作用，也会通过线下商店信任产生间接影响，信息传播路径得到证实；用户生成内容互动质量促进了 E-社会资本的形成，进而推动在线零售品牌社群承诺的培育，社交临场感、缘分感在用户生成内容互动质量与E-社会资本关系中发挥部分中介作用，而用户生成内容信息质量在关系化路径中并不产生影响；在线零售品牌社群承诺对多渠道零售商品牌权益具有直接的正向影响，线下商店信任发挥部分中介作用，情感迁移路径得到证实。
포함실체문점화재선상점적다거도령수모식성위전구령수업발전적추세， Web 2．0최생적용호생성내용위다거도령수상타조경쟁력제공료신사로。기우신식전파이론、사회자본이론、정감천이이론，구건용호생성내용질량영향다거도령수상품패권익적정합모형。채용문권법재다거도령수상적재선령수품패사군채집수거，운용결구방정모형대432빈유효양본진행통계분석。연구결과표명，용호생성내용신식질량대다거도령수상품패권익구유직접적정향촉진작용，야회통과선하상점신임산생간접영향，신식전파로경득도증실；용호생성내용호동질량촉진료 E-사회자본적형성，진이추동재선령수품패사군승낙적배육，사교림장감、연분감재용호생성내용호동질량여E-사회자본관계중발휘부분중개작용，이용호생성내용신식질량재관계화로경중병불산생영향；재선령수품패사군승낙대다거도령수상품패권익구유직접적정향영향，선하상점신임발휘부분중개작용，정감천이로경득도증실。
Online market is a marketplace where physical retailers expand their market shares.The multi-channel retail model that combines both physical store and online store is becoming the inevitable trend of global retailing.Multi-channel retailers can not only reduce the marketing cost by taking advantage of original brand, but also provide more convenient channels and diversi-fied services for consumers.This actually contributes to brand loyalty.However, dilution effect and conflicts exists between on-line stores and offline stores for multi-channel retailers.Cannibalization also often occurs between channels where sales are just transferred from offline stores to online stores, yet the overall sales have not been improved.That is why quite a few well known service brands are holding back to see what happens next in the integrated multi-channel context.Therefore, how to improve the performance of multi-channel retailers has become a key issue in the retail sector.In fact, the multi-channel retailing model is not simply a channel-parallel model, but a channel-integration model, whose goal is to attract more loyal customers and lead them to the co-brand.As a result, from the standpoint of view, how to improve consumers′perception of brand equity of multi-channel retailers is the key factor to improve their performance. User-generated content (UGC) promoted by Web2.0 technology provides a new idea for multi-channel retailers to build brand equity.In order to explore impact mechanism of user-generated content quality on brand equity of multi-channel retailers, this paper builds a structural equation model on the basis of literature review.Then it chooses 432 samples from online communities of multi-channel retailers to evaluate model-fit in order to test the hypothesis.The results show that information quality of user-gen-erated content has a direct effect on brand equity of multi-channel retailers as well as affects it through offline trust indirectly , which verifies the role of user-generated content as a media.Interactive quality of user-generated content has a positive effect on online brand community commitment through E-social capital, and social presence and sense of Yuan play an intermediary role between interactive quality of user-generated content and E-social capital, while information quality of user-generated content has no effects on the guanxi paths.Online brand community commitment has a direct effect on brand equity of multi-channel retailers as well as an indirect effect through offline trust, which verifies the effect transfer paths.Based on these conclusions, this paper puts forward marketing implications for enterprises and points out the direction for further research.