平台经济下社会临场感对顾客忠诚的影响

Influences of Social Presence on Customer Loyalty under Platform Economy

基于社会临场感营销理论,研究以平台经济为背景,可以将社会临场感划分为情景临场感、沟通临场感和温情临场感三个维度,分析社会临场感不同维度对顾客忠诚的影响,并探讨社会临场感与顾客信任和顾客忠诚之间的相互关系。实证研究表明,平台经济下社会临场感的沟通维度和温情维度对顾客忠诚影响显著;顾客信任在社会临场感沟通维度和温情维度与顾客忠诚之间起中介作用。研究结论深化了社会临场感与顾客忠诚的关系,为平台企业开展营销策略提供参考。

This study defines the connotation and dimension of each variable based on social presence marketing theory,which divides social presence into situational presence,communication presence and warmth presence under the platform economy.It also analyzes the impact of social presence on customer loyalty and the customer trust mediating effect between the social presence and customer loyalty.Results show that communication presence and warmth presence have positive impact on customer loyalty.Customer trust plays an intermediary role between the communication dimension of social presence and the warmth dimension and customer loyalty.Research deepens the theory value of social presence on customer loyalty.The conclusions provide theoretical basis for platform enterprises marketing strategy.