营销5.0:对营销绩效感知效应的实证研究

IF 1.2 Q4 MANAGEMENT
T. Alanazi
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引用次数: 1

摘要

本研究旨在探讨营销5.0对营销绩效的影响。营销5.0使用三个维度进行概念化:预测营销、情境营销和增强现实营销。本研究采用问卷调查的方式,从25家家具店的营销部门工作的员工样本中收集数据。根据管理者对员工数字营销知识的建议,选择了8名员工。样本总人数为200人。数据收集使用问卷设计为五点李克特量表。共回收190份有效问卷进行数据分析。结果表明,情境营销和增强营销对营销绩效均有显著影响。相比之下,预测性营销对营销绩效没有显著影响。以上结果表明,提高营销绩效需要先进的以人为本的技术。这些技术通过收集和分析销售点购物过程中的实时客户数据,将客户从传统的营销环境转变为现实环境,从而影响客户的行为意愿和购买决策。从理论上讲,本研究通过调查三种相关的营销(预测性营销、情境营销和增强营销)对营销绩效的影响,丰富了营销5.0的文献。它为研究人员提供了一个理论基础,他们可以据此开发新的模型来检验营销5.0对营销结果的影响。实证研究表明,营销5.0时代的增强型营销最为显著。它可以用来提高顾客的购物体验
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Marketing 5.0: An Empirical Investigation of Its Perceived Effect on Marketing Performance
The study aims to explore the effect of marketing 5.0 on marketing performance. Marketing 5.0 was conceptualized using three dimensions: predictive marketing, contextual marketing, and augmented reality marketing. This study uses a questionnaire to collect data from a sample of employees working in marketing departments in 25 furniture stores. Eight employees were selected based on their managers’ recommendations regarding employee knowledge of digital marketing. The total number of the sample is 200 participants. Data were collected using a questionnaire designed as a five-point Likert scale. A total of 190 questionnaires were returned valid for data analysis. The results revealed that both contextual and augmented marketing significantly affect marketing performance. In contrast, predictive marketing exerts no significant effect on marketing performance. The above results concluded that enhancing marketing performance requires advanced human-oriented technologies. These technologies transform customers from traditional marketing environments into real-world environments by collecting and analyzing real-time customer data during the shopping process at sale points to affect customer behavioral intention and purchasing decisions. Theoretically, this study enriches the literature on marketing 5.0 by investigating the effects of three related kinds of marketing (predictive marketing, contextual marketing, and augmented marketing) on marketing performance. It provides researchers with a theory based upon which they could develop new models to examine the effects of marketing 5.0 on marketing outcomes. Empirically, the study shows that augmented marketing in the marketing 5.0 era is the most significant. It could be used to enhance the customer shopping ex
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