企业微信价值维度对品牌忠诚的影响研究

The Value Dimensions of Enterprise Wechat and the Influence on Brand Loyalty

企业微信是继企业微博后推出的一款新的功能强大的即时通讯软件,其商业价值和营销价值正在被企业开发。企业微信为用户带来的价值分为信息价值、财务价值、体验价值、形象价值及便利价值。信息价值、体验价值、形象价值、便利价值对微信满意有正向影响。其中:便利价值、形象价值、体验价值的直接影响作用大于信息价值,体验价值对微信满意的影响最大;信息价值对微信信任具有正向影响,而且最为显著;体验价值、形象价值对微信忠诚具有正向影响;体验价值对品牌忠诚具有显著的间接影响,通过微信忠诚起作用;微信满意对微信信任、微信忠诚、品牌忠诚均具有正向影响;微信信任对品牌忠诚具有显著的正向影响;微信忠诚对品牌忠诚具有正向影响。与此同时,财务价值对品牌忠诚具有直接的正向影响;信息价值、体验价值、形象价值和便利价值对品牌忠诚无直接的正向影响。

Enterprise wechat is a new powerful instant communication software that was launched after the en-terprise micro blogging,its commercial and marketing value is being developed by the enterprise. The value of the enterprise wechat for the user is divided into information value,financial value,experience value,image value and convenience value. Information value,experience value,image value and convenient value have positive impacts on wechat satisfaction. Among those,The direct influence of convenient value,image value and experience value is greater than information value,and experience value has the greatest impact on the wechat satisfaction;information value has a positive impact on the wechat trust,and it is the most significant;experience value and image value have a positive impact on the wechat loyalty;experience value has significant indirect influence on brand loyalty and works through wechat loyal;wechat satisfaction has a positive influence on wechat trust,wechat loyalty and brand loyalty;wechat trust has significant positive influence on brand loyalty;wechat loyalty has a positive influ-ence on brand loyalty. At the same time,financial value has a direct and positive influence on brand loyalty;infor-mation value,experience value,image value and convenience value have no direct and positive influence on brand loyalty.