社交媒体和企业形象作为全球和本土品牌购买的决定因素:消费者对外国文化开放的调节作用

Jovan Filipović, Srđan Šapić, Jasmina Dlačić
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引用次数: 0

摘要

本文的主要目标是分析社交媒体营销活动(SMMA)和企业形象作为全球和本地品牌购买的前因的影响。此外,本研究的目的是确定消费者对外国文化的开放程度是否对研究模型中选定的关系具有调节作用。调查对象共372人。采用结构方程模型对假设进行检验。无论是本土品牌还是国际品牌,SMMA和企业形象对消费者态度都有积极的影响。此外,消费者态度对消费者购买两类品牌的意向都有正向影响,意向对所分析品牌的实际购买也有同样的影响。消费者对外国文化的开放程度对企业形象和消费者态度之间的关系具有调节作用,无论是对全球品牌还是对本地品牌。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Social media and corporate image as determinants of global and local brands purchase: Moderating effects of consumer openness to foreign cultures
The main goal of this paper is to analyze the impact of social media marketing activities (SMMA) and corporate image as antecedents of global and local brands purchase. Furthermore, the goal of this research is to determine whether consumer openness to foreign cultures has moderating influence on selected relationships in the research model. The sample of 372 respondents was collected. Hypotheses were tested using structural equation modeling. For both local and global brands, SMMA and corporate image have a positive impact on consumer attitudes. Additionally, consumer attitudes influence positively consumer intentions concerning the purchase of both types of brands, and intentions have the same influence on the actual purchase of analyzed brands. Consumer openness to foreign cultures has moderating influence on relationships between the corporate image and consumer attitudes, regarding both global and local brands.
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