社会化媒体顾客价值与品牌忠诚关系实证研究
发布时间：2019-02-25 11:56
【摘要】：近年来,随着web2.0技术的发展与智能手机、平板电脑等移动互联网终端的普及,中国的社会化媒体取得了极速发展,社会化媒体用户数量也呈现爆发式增长。社会化媒体的普及不仅极大影响了企业品牌营销环境,也改变了消费者行为模式,符合时代气息的AISAS消费者行为模型应运而生。在这样的时代背景中,消费者的需求和价值感知也发生重大变化,仅通过产品、服务等核心价值,越来越难以吸引消费者。在营销活动中,重视与顾客之间的深层情感联系,为顾客创造更多的附加价值,成为企业提高顾客忠诚度、保持企业持久竞争优势的重要源泉。基于这样的现实,越来越多的企业意识到了社会化媒体和顾客价值的重要性,然而在学术界还没有出现针对社会化媒体顾客价值的研究。本文在对社会化媒体的相关概念进行回顾的基础上,借鉴学者们针对网络顾客价值的研究,结合AISAS消费者行为模型,提出了全新的社会化媒体顾客价值的概念,并对其内涵和维度作了界定。营销就是在为顾客创造价值的过程中争取顾客、保留顾客并培养顾客忠诚。针对独具特色的社会化媒体顾客价值,企业是否应当给予同样的重视,对这些需求和价值的满足,是否同样能够形成品牌忠诚?基于对这些问题的思考,本文将品牌信任作为中介变量,构建了社会化媒体顾客价值与品牌忠诚关系模型,并通过实证研究,证明了社会化媒体顾客功能价值、心理价值与品牌忠诚的正相关关系,且品牌信任在社会化媒体顾客价值对品牌忠诚的正向影响中起部分中介作用。本文的创新点在于提出了区别于传统顾客价值的社会化媒体顾客价值。文章从社会化媒体这一宽泛的整体入手,结合AISAS消费者行为模型,着眼于其中区别于网络顾客价值的独特属性,提出普遍适用于社会化媒体营销的顾客价值,并对其与品牌信任、品牌忠诚的关系进行了实证研究。从理论意义上来说,填补了社会化媒体顾客价值与品牌忠诚相关研究方面的空白,是一个大胆的尝试;从现实意义上来说,为企业利用多种形式的社会化媒体工具进行品牌营销、创造品牌忠诚提供了思路和建议。
[Abstract]:In recent years, with the development of web2.0 technology and the popularity of mobile Internet terminals such as smart phones and tablets, social media in China has made extremely rapid development, and the number of social media users has increased explosively. The popularity of social media has not only greatly affected the enterprise brand marketing environment, but also changed the consumer behavior model. The AISAS consumer behavior model, which is in line with the times, came into being. In such a background, consumers' needs and value perception also change significantly, only through products, services and other core values, it is more and more difficult to attract consumers. In marketing activities, we should pay attention to the deep emotional relationship with customers, create more additional value for customers, and become an important source for enterprises to improve customer loyalty and maintain their lasting competitive advantage. Based on this reality, more and more enterprises realize the importance of social media and customer value. However, there is no research on social media customer value in academic circles. On the basis of reviewing the related concepts of social media, this paper proposes a new concept of social media customer value based on the research of online customer value and AISAS consumer behavior model. And its connotation and dimension are defined. Marketing is to win over customers, retain customers and cultivate customer loyalty in the process of creating value for customers. In view of the unique social media customer value, should the enterprise give the same attention to these needs and value satisfaction, whether the same can form brand loyalty? Based on the consideration of these problems, this paper takes brand trust as an intermediary variable, constructs a model of the relationship between social media customer value and brand loyalty, and proves the social media customer function value through empirical research. The relationship between psychological value and brand loyalty is positive, and brand trust plays an intermediary role in the positive influence of social media customer value on brand loyalty. The innovation point of this paper is to put forward the customer value of social media which is different from the traditional customer value. This paper starts with the social media as a whole, combines with the AISAS consumer behavior model, and focuses on the unique attributes which are different from the network customer value, and puts forward the customer value which is generally applicable to the social media marketing. And the relationship with brand trust and brand loyalty is empirically studied. Theoretically speaking, it is a bold attempt to fill the gap in the research of social media customer value and brand loyalty. In practical sense, it provides ideas and suggestions for enterprises to use various forms of social media tools to carry out brand marketing and create brand loyalty.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274
本文编号：2430137
[Abstract]:In recent years, with the development of web2.0 technology and the popularity of mobile Internet terminals such as smart phones and tablets, social media in China has made extremely rapid development, and the number of social media users has increased explosively. The popularity of social media has not only greatly affected the enterprise brand marketing environment, but also changed the consumer behavior model. The AISAS consumer behavior model, which is in line with the times, came into being. In such a background, consumers' needs and value perception also change significantly, only through products, services and other core values, it is more and more difficult to attract consumers. In marketing activities, we should pay attention to the deep emotional relationship with customers, create more additional value for customers, and become an important source for enterprises to improve customer loyalty and maintain their lasting competitive advantage. Based on this reality, more and more enterprises realize the importance of social media and customer value. However, there is no research on social media customer value in academic circles. On the basis of reviewing the related concepts of social media, this paper proposes a new concept of social media customer value based on the research of online customer value and AISAS consumer behavior model. And its connotation and dimension are defined. Marketing is to win over customers, retain customers and cultivate customer loyalty in the process of creating value for customers. In view of the unique social media customer value, should the enterprise give the same attention to these needs and value satisfaction, whether the same can form brand loyalty? Based on the consideration of these problems, this paper takes brand trust as an intermediary variable, constructs a model of the relationship between social media customer value and brand loyalty, and proves the social media customer function value through empirical research. The relationship between psychological value and brand loyalty is positive, and brand trust plays an intermediary role in the positive influence of social media customer value on brand loyalty. The innovation point of this paper is to put forward the customer value of social media which is different from the traditional customer value. This paper starts with the social media as a whole, combines with the AISAS consumer behavior model, and focuses on the unique attributes which are different from the network customer value, and puts forward the customer value which is generally applicable to the social media marketing. And the relationship with brand trust and brand loyalty is empirically studied. Theoretically speaking, it is a bold attempt to fill the gap in the research of social media customer value and brand loyalty. In practical sense, it provides ideas and suggestions for enterprises to use various forms of social media tools to carry out brand marketing and create brand loyalty.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274
【参考文献】
相关期刊论文 前4条
1 金玉芳,董大海;消费者信任影响因素实证研究——基于过程的观点[J];管理世界;2004年07期
2 安建华;;品牌忠诚度研究[J];黑龙江对外经贸;2006年03期
3 霍映宝;韩之俊;;一个品牌信任模型的开发与验证[J];经济管理;2004年18期
4 王江坤;;基于AISAS模型的社会化媒体营销研究——以小米公司网络营销为例[J];商业时代;2014年34期
相关硕士学位论文 前2条
1 郭雷;基于顾客价值对网络顾客忠诚度的研究[D];扬州大学;2012年
2 屠希思;基于社会化媒体的用户参与对企业品牌忠诚度影响的研究[D];北京邮电大学;2014年
，本文编号：2430137
本文链接：https://www.wllwen.com/guanlilunwen/yingxiaoguanlilunwen/2430137.html
