企业数字化营销方式对顾客购物意愿的影响机理研究  

A Study on the Mechanism of the Impact of Enterprise Digital Marketing Methods on Customer Purchase Intention

作　　者：金奕苇 刘生敏[1] Yiwei Jin;Shengmin Liu(School of Management,University of Shanghai for Science and Technology,Shanghai)

机构地区：[1]上海理工大学管理学院,上海

出　　处：《运筹与模糊学》2024年第4期557-567,共11页Operations Research and Fuzziology

摘　　要：随着数字化时代的到来,数字化营销已成为企业发展的重要手段。本文探讨了数字化营销水平对顾客购买意愿的影响。本文通过问卷调查法发现,数字化营销水平积极影响顾客购买意愿,顾客价值感知起到积极中介的作用,顾客对数字化营销的接受程度在其中起积极的调节作用。该结论对企业展开数字化营销策略、市场管理者进行数字化营销和顾客特征的匹配管理、并进行市场治理有一定的参考意义。The advent of the digital era has led to the prominence of digital marketing as a crucial tool for enterprise development.This paper investigates the influence of digital marketing intensity on customer purchase intention.Utilizing the questionnaire survey method,this paper reveals that digital marketing intensity positively affects customer purchase intention,with customers’value perception exhibiting a positive mediating role.Additionally,customer acceptance of digital mar-keting exerts a positive moderating influence.This conclusion has certain reference for enter-prises engaged in digital marketing strategies,for market managers matching digital marketing with customer characteristics and managing them,and for market governance.

关 键 词：数字化营销 数字化营销接受程度 顾客购物意愿 顾客感知价值 

分 类 号：F27[经济管理—企业管理]