运筹与管理2017，Vol.26Issue(6)：176-184,9.DOI:10.12005/orms.2017.0153
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
摘要
Abstract
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 customer 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 shopping environment and brand preference by using hierarchical regression methods.The results indicate that customer perception of social value,quality value,service value,image value and altruistic value significantly influence the formation of brand preference,and the economic value,whereas there is no significant influence of economic 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.关键词
社会化媒体/网络购物新模式/顾客感知价值/信息质量/品牌偏好Key words
social media/new pattern of online shopping/customer perceived value/information quality/brand preference分类
管理科学引用本文复制引用
丁勇,肖金川,朱俊红..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[J].运筹与管理,2017,26(6):176-184,9.基金项目
教育部人文社会科学规划基金项目(15YJA630010) （15YJA630010）
国家自然科学基金重点项目(71331002) （71331002）
国家自然科学基金面上项目(71571059) （71571059）
