推荐者客户关系管理能力对消费者购买意愿的影响机制研究——基于微信的调查

Research on the Influence Mechanism of Recommender’s Customer Relationship Management Ability on Consumers’Purchase Intention——Based on WeChat Survey

本研究基于手段—目的链理论,构建推荐者客户关系管理能力对消费者购买意愿的影响机制模型。采用问卷调查的方式,通过线性回归和PROCESS对研究模型进行验证。研究结果显示:推荐者客户关系管理能力显著影响消费者的购买意愿;消费者质量感知和信任在客户关系管理与消费者购买意愿的关系中起中介作用;关系强度调节客户关系管理能力与消费者购买意愿的关系,相对于强关系,消费者对于弱关系的推荐者的关系管理能力具有更好的质量感知和信任。本研究为微信中的推荐者群体针对不同的关系强度的消费者采用不同的推荐方式提供了理论支持。

Based on the Means-End Chain theory,this research constructs a model of the influence mechanism of recommenders’customer relationship management capabilities on consumers’purchase intentions.Using questionnaire survey,the research model was verified through linear regression and PROCESS.The research results show that the recommender’s customer relationship management ability significantly affects consumers’purchase intention;consumer quality perception and trust play an intermediary role in the relationship between customer relationship management and consumers’purchase intention;relationship strength regulates customer relationship management ability and consumers Compared with strong relationships,consumers have better quality perception and trust in the relationship management capabilities of recommenders with weak relationships.This research provides theoretical support for recommender groups in WeChat to adopt different recommendation methods for consumers with different relationship strengths.