網路經濟環境之網站品牌權益衡量模式──顧客基礎觀點

A Model for Measuring Web Site Brand Equity From Customer-Based Perspective in the Webonomics Environment

過去對於品牌權益衡量之研究，皆是立基於實體行銷環境下所發展出來的，並不能完全適用於網路經濟環境。然而目前對於網站品牌權益衡量方面的研究極為缺乏，因此本研究將以顧客基礎之觀點，來建立網路經濟環境中的網站品牌權益衡量模式。本研究首先參考Aaker等學者之品牌權益相關文獻，並進而探索網路經濟環境之品牌權益構面，以作為衡量網站品牌權益之基礎。本研究參酌Churchill與Straub所提出的行銷量表發展程序來做為網站品牌權益量表之建構流程，其中包括了（1）構念定義，（2）發展問項，（3）資料蒐集，（4）純化測量，（5）評估效度，（6）發展標準等階段。本研究所發展出來的「網路經濟環境之網站品牌權益衡量模式」，可以做為後續研究人員在發展網站品牌權益相關理論時的測量工具，並有助於電子商務經營者發展其本身的「網站品牌權益」評估工具。

Current models for measuring brand equity are perceived as inapplicable to the Internet marketing environment as they are targeted primarily towards the traditional marketing environment. However, current literature has not addressed the measurement of website brand equity. Thus, the purpose of this study is to develop an instrument for measuring website brand equity based on customers’ perspectives. In this study, we follow the Churchill and Straub’s processes of developing measures of marketing constructs. This paper is divided into six sections, including (1) specifying domain of construct, (2) generating items, (3) collecting data, (4) purifying measure, (5) assessing validity, and (6) developing norms. The proposed model not only provides researchers with a reliable and valid instrument for developing website branding theories, but also helps practitioners assess their customer-based e-brand equity.