摘要
本文结合社会化媒体购物新模式的特征,依据消费者需求和行为影响理论,重构了顾客感知价值维度。在上述基础上,提出社会化媒体对品牌偏好的影响理论模型,并利用层级回归方法,对新网络购物环境下的顾客感知价值和品牌偏好间的关系进行了实证研究。研究结果表明,顾客感知社交价值、质量价值、服务价值、形象价值和利他价值正向影响品牌偏好的形成,而经济价值对品牌偏好的影响并不显著;社会化媒体信息质量在不同的感知价值与品牌偏好之间起着不同程度的调节作用。最后,结合相关结论提出了相应的营销管理建议。
In this paper, we analyze the characteristics of new shopping patterns in social media environment, and based on the theories of consumer demand and behavior influence, we remodel the dimensions of the custom- er perceived value. On the basis of the above, we propose a theoretical model about the effect of social media on brand preference, and investigate the relationship between customer perceived value under the new network shop- ping environment and brand preference by using hierarchical regression methods. The results indicate that cus- tomer perception of social value, quality value, service value, image value and altruistic value significantly influ- ence the formation of brand preference, and the economic value, whereas there is no significant influence of eco- nomic value on brand preference. Information quality plays different mediating role in the relationship between perceived values and brand preference. At last, the corresponding marketing management advice is presented along with the directions for further research.
作者
丁勇
肖金川
朱俊红
DING Yong XIAO Jin-chuan ZHU Jun-hong(School of Management, Hefei University of Technology, Hefei 230009, Chin)
出处
《运筹与管理》
CSSCI
CSCD
北大核心
2017年第6期176-184,共9页
Operations Research and Management Science
基金
教育部人文社会科学规划基金项目(15YJA630010)
国家自然科学基金重点项目(71331002)
国家自然科学基金面上项目(71571059)
关键词
社会化媒体
网络购物新模式
顾客感知价值
信息质量
品牌偏好
social media
new pattern of online shopping
customer perceived value
information quality
brandpreference