| 我国高技术服务业中品牌资产对感知风险影响的研究 |
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| 引用本文： | 杜 维,程锋海,王 永.我国高技术服务业中品牌资产对感知风险影响的研究[J].软科学,2014(5):15-19. |
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| 作者姓名： | 杜 维 程锋海 王 永 |
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| 作者单位： | ;1.重庆邮电大学经济管理学院;2.中国电信重庆分公司 |
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| 摘 要： | 以儒家价值观作为调节变量,分析了我国高技术服务业中品牌资产和感知风险的关系,并通过在中国三地发放问卷收集数据加以验证。结果发现:品牌认知度对感知风险有直接作用,儒家价值观对品牌忠诚度与感知风险的关系有调节作用。
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| 关 键 词： | 高技术服务业 品牌资产 儒家价值观 感知风险 |
Study on the Impact of the Brand Equity on Perceived Risk in Chinese High-tech Service Industry |
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| Abstract: | This paper took confucian value as a moderator,and analyzed the relationship between brand equity and perceived risk in the high-tech service industry of China. The hypotheses were tested through the questionnaire investigation among three cities in China. And the result shows brand awareness has direct effect on perceived risk,and confucian value has moderating effect on the relation between brand loyalty and perceived risk. |
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| Keywords: | high-tech service industry brand equity confucian value perceived risk |
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