微信公众平台信息推送内容对顾客品牌忠诚的影响研究

发布时间：2018-12-09 13:41

【摘要】：在信息科技快速发展的网络经济时代,微信营销凭借其高速度、便捷性和广泛性等特点迅速得到众多企业的青睐,越来越多的企业通过微信公众平台向顾客推送产品、服务及品牌等信息进行品牌推广。企业如何设计推送高质量的信息内容才能更好地吸引顾客,提高顾客的感知价值,进而提升顾客品牌忠诚度已成为无论是企业界还是学术界共同关注的热点问题。因此,本文试图通过实证研究探讨微信公众平台信息推送内容各要素对顾客感知价值和顾客品牌忠诚的影响机理,提出提升顾客品牌忠诚度的对策。首先,本文通过研究国内外相关文献,对微信营销、顾客感知价值及顾客品牌忠诚的的相关理论进行了阐述,为其后的研究奠定了理论基础。其次,归纳总结了微信公众平台信息推送内容的四要素:信息内容的准确性、利益性、趣味性及个性,并构建了信息内容对顾客品牌忠诚影响的概念模型,提出了相关理论假设。再次,通过网络问卷调查得到296个样本数据,运用SPSS19.0软件和AMOS17.0软件对数据进行了信效度检验,并通过结构方程建模方法利用AMOS17.0对模型和假设进行了检验分析。最后,基于实证研究结果,从加强信息内容的准确性、利益性、趣味性和个性等四个方面分析了提高顾客感知价值进而提升顾客品牌忠诚度的具体对策。
[Abstract]:In the era of network economy with rapid development of information technology, WeChat marketing has been favored by many enterprises because of its high speed, convenience and extensiveness. More and more enterprises push products to customers through WeChat public platform. Service and brand information for brand promotion. How to design and push high quality information content in order to attract customers, improve customer perceived value, and then enhance customer brand loyalty has become a hot issue both in business and academic circles. Therefore, this paper attempts to explore the influence mechanism of the information push content of WeChat public platform on customer perceived value and customer brand loyalty through empirical research, and put forward the countermeasures to enhance customer brand loyalty. First of all, through the study of domestic and foreign related literature, this paper expounds the related theories of WeChat marketing, customer perceived value and customer brand loyalty, which lays a theoretical foundation for the subsequent research. Secondly, it summarizes the four elements of information push content in WeChat public platform: accuracy, interest, interest and personality of information content, and constructs a conceptual model of the influence of information content on customer brand loyalty. The related theoretical assumptions are proposed. Thirdly, 296 sample data are obtained through the network questionnaire, and the reliability and validity of the data are tested by SPSS19.0 and AMOS17.0 software, and the model and hypothesis are tested and analyzed by AMOS17.0 by using structural equation modeling method. Finally, based on the results of empirical research, this paper analyzes the specific countermeasures to improve customer perceived value and then enhance customer brand loyalty from four aspects of enhancing the accuracy of information content, interest, interest and personality.
【学位授予单位】：燕山大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F273.2

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