新媒体时代餐饮企业顾客参与对品牌资产的影响研究  

On the Impact of Customer Participation on Brand Equity in Catering Enterprises in New Media Era

作　　者：蒋婷[1] 井鸿泉 JIANG Ting;JING Hongquan(College of Culture and Tourism,University of Jinan,Jinan 250002,Shandong,China;College of Humanities and Social Sciences,University of Fuzhou,Fuzhou 350108,Fujian,China)

机构地区：[1]济南大学文化和旅游学院,山东济南250002 [2]福州大学人文社会科学学院,福建福州350108

出　　处：《四川旅游学院学报》2022年第3期24-29,共6页Journal of Sichuan Tourism University

基　　金：山东省社会科学规划研究项目“高星级饭店组织变革与价值创新研究”,项目编号:18CLYJ33。

摘　　要：新媒体时代下,消费者通过信息分享、服务交流以及产品设计等方式参与到就餐过程中,对品牌资产的提升产生了重大影响。文章建构了“顾客参与—信任感、愉悦感—品牌资产”的概念模型,通过实证检验,阐释了顾客参与对品牌资产的直接和间接影响机制,丰富了品牌资产的相关研究,对餐饮企业开展有针对性的营销、增强与顾客之间的互动、提升顾客信任感和满意感亦具有重要指导意义。In the new media era,consumers participate in the dining process through information sharing,service interaction and product design,which has a significant impact on the improvement of brand equity.This paper constructs the conceptual model of“customer participation-trust,pleasure-brand equity”,and explains the direct and indirect impact mechanism of customer participation on brand equity through empirical test,which enriches the relevant research on brand equity.The findings may help catering enterprises carry out targeted marketing,enhance the interaction with customers,and improve customers trust and satisfaction.

关 键 词：顾客参与 品牌资产 信任感 愉悦感 

分 类 号：F719.3[经济管理—产业经济]