微信公众平台推送信息内容对顾客品牌忠诚的影响  

The Impact of Information Content Pushed by We Chat Public Platform on Customer Brand Loyalty

作　　者：周荣辅[1] 张莲[1] 张亚明[1] 

机构地区：[1]燕山大学经济管理学院,河北秦皇岛066004

出　　处：《商业研究》2016年第6期141-147,共7页Commercial Research

基　　金：教育部人文社会科学研究一般项目"云环境下基于用户兴趣图谱的网络社区营销推荐机理研究";项目编号:12YJA630191

摘　　要：通过构建微信公众平台推送信息内容对顾客品牌忠诚影响的理论模型,本文利用结构方程建模(SEM)方法对308个样本数据进行分析,发现微信公众平台推送信息内容的准确性、利益性、趣味性和个性显著正向影响顾客感知价值,顾客感知价值显著正向影响顾客满意及顾客品牌态度和行为忠诚,顾客满意显著正向影响顾客品牌态度和行为忠诚,信息内容对品牌忠诚的影响大小依次为:利益性>趣味性>准确性>个性。因此,企业应加强信息内容的准确性、利益性、趣味性和个性,以提高顾客对信息内容的感知价值,进而提升顾客满意度和品牌忠诚度。By constructing theoretical model about the impact of information content pushed by We Chat public platform on customer brand loyalty,this paper uses the method of Structural Equation Modeling（ SEM） to analyze the 308 sample data,finding accuracy,interesting,interest and individuality of information content pushed by We Chat public platform can positively influence customer perceived value significantly; customer perceived value can positively influence customer satisfaction and customer brand attitude and behavior loyalty significantly; customer satisfaction can positively influence customer brand attitude and behavior loyalty significantly; the impact of information content on brand loyalty is as follows： interesting interest accuracy individuality. Therefore,enterprises should strengthen the accuracy,interesting,interest and individuality of the information content to enhance customer perceived value and enhance customer satisfaction and brand loyalty.

关 键 词：微信营销 微信公众平台 信息内容 顾客感知价值 顾客满意 顾客品牌忠诚 

分 类 号：F713[经济管理—产业经济]