精准营销与电商购买意愿的关系——基于品牌态度的调节模型

The Relationship between Precision Marketing and E-Commerce Purchase Intention——Adjusting model based on brand attitude

本研究基于顾客让渡价值理论和精准营销相关研究,对精准营销各维度与电商购买意愿的关系展开了研究。实证研究发现,精准营销各维度对购买意愿的影响为正向,顾客让渡价值的二维度对精准营销和购买意愿起着部分中介效应,品牌态度正向调节了顾客总价值与购买意愿之间的关系,并负向调节顾客总成本与购买意愿的关系。本研究验证了精准营销各维度和电商购买意愿关系模型的适用性,并提出满足消费者心灵需求的精准营销启示。

Based on customer delivered value theory and precision marketing related research,this research has carried out research on the relationship between each dimension of precision marketing and e-commerce purchase intention.The research results show that the dimensions of precision marketing positively affect purchase intention.The two dimensions of customer delivered value partiallymediatethe relationship between precision marketing and purchase intentions.Brand attitude positively regulates the relationship between total customer value and purchase intention and negatively regulates the relationship between the total customer cost and purchase intention.The applicability of relationship model of the various dimensions of precision marketing and e-commerce purchase willingness is verified and the precision marketing implications that meets consumers’spiritual needs is proposed.