Research on influences of platform brand cognition on consumer behavior:The moderate effect of brand sensitivity

doi:10.11835/j.issn.1008-5831.2016.02.012

Home > Archive>Volume 22, Issue 2, 2016 >109-118. DOI:10.11835/j.issn.1008-5831.2016.02.012

Research on influences of platform brand cognition on consumer behavior:The moderate effect of brand sensitivity
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                        10.11835/j.issn.1008-5831.2016.02.012
                    
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                        TANG XiaoxiaoTANG Xiaoxiao
Qianjiang School, Hangzhou Normal University, Hangzhou 310012, P. R. China;College of International Business and Management, Shanghai University of Finance and Economics, Shanghai 200433, P. R. China
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HONG RuyanHONG Ruyan
Qianjiang School, Hangzhou Normal University, Hangzhou 310012, P. R. China
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Abstract:

Most of researches associated with platforms focus on industry economic and strategic management. This paper builds up an underlying mechanism of the platform brand cognition and brand behavior based on the hierarchical relationship from "cognition-affect-behavior". The findings demonstrate that the platform brand cognition don't affect consumer behaviors positively. Product brand sensitivity negatively moderates the influence of the platform brand on consumer behaviors. These findings hope to be benefit for creating and managing brand of the traditional clothing trading platform.

Key words:platform;brand cognition;brand affect;brand sensitive

Reference

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汤筱晓,洪茹燕.平台品牌认知对产品购买行为的影响研究:品牌敏感的调节作用[J].重庆大学学报社会科学版,2016,22(2):109~118

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Received:January 12,2016
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Online: April 07,2016
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