电商平台品牌形象对消费者购买意愿的影响——消费者自我一致性的调节作用

随着平台经济的兴起以及电子商务的迅速发展，诸多种类的电子商务平台涌现出来，竞争的加剧使得电子商务平台企业越来越重视品牌形象的建设以吸引更多的消费者。以电子商务平台为研究对象，将电商平台品牌形象划分为三个维度:电商平台品牌表现、电商平台品牌个性、电商平台公司形象三个维度，构建电商平台品牌形象、购买意愿和自我一致性之间关系的理论模型。研究结果表明:电商平台品牌形象三维度均正向影响着消费者购买意愿；消费者自我一致性越高，电商平台品牌个性和公司形象对消费者购买意愿的影响越强，反之越弱；消费者自我一致性在电商平台品牌表现与购买意愿之间无调节作用。

Research on the Influence of E-commerce Platform Brand Image on Consumers' Purchase Intention

With the rise of platform economy and the rapid development of e-commerce, many kinds of e-commerce platforms emerge. With the intensification of competition, e-commerce platform enterprises pay more and more attention to the construction of brand image to attract more consumers. Taking e-commerce platform as the research object, this paper divides e-commerce platform brand image into three dimensions: e-commerce platform brand performance, e-commerce platform brand personality and e-commerce platform company image, and constructs a theoretical model of the relationship among e-commerce platform brand image, purchase intention and self-consistency. The results show that: the three dimensions of e-commerce platform brand image have a positive impact on consumers'' purchase intention; the higher the consumer self-consistency, the stronger the influence of e-commerce platform brand personality and corporate image on consumers'' purchase intention, and vice versa; consumer self-consistency has no moderating effect on the relationship between brand performance and purchase intention of e-commerce platform.