基于顾客视角的企业声誉价值分析

Analysis on Value of Corporate Reputation from the Customer's Perspective

从顾客感知的视角出发,探讨企业声誉在消费者行为决策中的影响。以中小企业SaaS采纳为背景,通过收集225份中小企业的数据,采用结构方程分析方法进行实证。研究结果表明,企业声誉对顾客的感知价值和感知风险具有显著的影响:良好的企业声誉能够增加顾客的感知价值,降低顾客的感知风险,因此消费者基本上都倾向于购买声誉好的企业的产品。

Abstract： This paper attempts to explore the influence of corporate reputation on consumer behavior decision from the customer＇s perspective. The study is based on SaaS adoption by small and medium-sized enterprises. 225 samples were collected and analyzed by structural equation modeling. The results sugguest that corporate reputation has a significant impact on consumers＇ perceived value and perceived risk. Good corporate reputation can enhance consumers＇ perceived value and reduce perceived risk, and so consumers are inclined to purchase products from producers with good repuation.