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Xi Jiang. Research on the influence of entrepreneurs front stage behaviors on consumers loyalty in the new media environment. Master's Degree(Business Management). Rangsit University. Rangsit University Library. : Rangsit University, 2023.
Research on the influence of entrepreneurs front stage behaviors on consumers loyalty in the new media environment
新媒体背景下企业家前台化行为对消费者忠诚度的影响研究
Name: Xi Jiang
LCSH:
Consumer behavior
LCSH:
Brand image
LCSH:
Consumer satisfaction
LCSH:
New media theory
Abstract:
With the advent of the new media era, many companies have seen the vast
potential market in the online world and have applied it to their marketing and display.
With the increasing homogenisation of products, the cost of acquiring customers is
also rising, and enhancing consumer loyalty has become an inevitable trend for
enterprises to seek long-term development. Based on the theory of perceived value and
the SOR model, this research devises a theoretical model of "Entrepreneurial
Foregrounding Behaviour - Brand Image - Consumer Loyalty". Based on this model,
the corresponding hypotheses were formulated, and the 402 questionnaires collected
were statistically analysed using SPSS 26.0 and AMOS 24.0 software to obtain the
following conclusions.
First, in the context of new media, entrepreneurs' positive foregrounding
behaviour plays a positive role in influencing both consumers' attitudes and
behavioural loyalty, while entrepreneurs' negative foregrounding behaviour cannot
play a negative role in influencing consumers' attitudes and behavioural loyalty.
Secondly, the four dimensions of brand image mediate the relationship between
positive and negative foregrounding behaviour and the two dimensions of consumer
loyalty (attitudinal loyalty and behavioural loyalty).
Abstract:
随着新媒体时代的到来，许多企业看到了网络世界中广阔的潜在市场，纷
纷将其应用于企业营销和展示。并且在产品同质化日益严重的当下，企业获取
顾客的成本也在不断上升，增强消费者的忠诚度也成了企业谋求长远发展的必
然趋势。本文基于感知价值理论与SOR 模型的相关理论，设计了企业家前台
化行为-品牌形象-消费者忠诚度的理论模型。在此模型的基础上提出了相应的
假设，最后将收集到的402 份问卷用SPSS26.0 和AMOS24.0 软件进行统计与分
析，得到了以下的结论：
第一，在新媒体背景下，企业家的正面前台化行为对消费者的态度与行为
忠诚度均起到正向的影响作用，企业家的负面前台化行为无法对消费者的态度
与行为忠诚度起到负向的影响作用。第二。品牌形象的四个维度（产品形象，
公司形象，品牌个性与网络平台形象）在企业家的正面，负面前台化行为与消
费者忠诚度的两个维度（态度忠诚和行为忠诚）之间均起到中介作用。
Rangsit University. Rangsit University Library
Address:
Pathum Thani
Email:
rattanapornn@rsu.ac.th
Name: Jiang Haiyue
Role:
Advisor
Created:
2023
Modified:
2024-04-29
Issued:
2024-04-29
วิทยานิพนธ์/Thesis
application/pdf
chi
DegreeName: Master of Business Administration
Level: Master's Degree
Descipline: Business Management
Grantor: Rangsit University
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Xi Jiang
| Title | Contributor | Type |
|---|---|---|
| Research on the influence of entrepreneurs front stage behaviors on consumers loyalty in the new media environment
มหาวิทยาลัยรังสิต Xi Jiang | Jiang Haiyue | วิทยานิพนธ์/Thesis |
Jiang Haiyue