社会化媒体对品牌偏好的影响研究:基于顾客感知价值的视角

Empirical Study on Social Media's Effect on Brand Preference:From the Perspective of Customer Perceived Value

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.