中国与韩国消费者SNS品牌页面行为的影响因素比较

IF 2.4 Q2 INFORMATION SCIENCE & LIBRARY SCIENCE
Mengmeng Song, Nan Wang, Xianfeng Zhang, Lin Qiao
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引用次数: 12

摘要

企业对社交网站(SNS)品牌页面的广泛使用,使得新时代的品牌战略得到了更新。本研究旨在为企业有效使用SNS品牌页面提供有意义的启示,并为跨国企业制定品牌战略提供帮助。本研究采用问卷调查的方法,探讨影响SNS品牌页面用户参与承诺的激励因素(功能利益、享乐利益、经济利益、内在利益和品牌声誉)及其对购买意愿的影响。中国和韩国用户之间潜在的文化差异也根据Hofstede的文化框架进行了研究。研究结果表明,传统网络品牌社区中的先验激励因素在两国SNS品牌页面背景下基本存在,但两国在激励因素的显著性和重要性上存在差异。讨论了影响和贡献。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Factors Motivating Customers' SNS Brand Page Behaviors: A Comparison Between China and Korea
The wide use of Social Network Site (SNS) brand pages by companies has renovated brand strategies in the new era. This study is to provide meaningful implications regarding companies’ effective use of SNS brand pages and help global companies with their development of brand strategies. Using survey, this study investigates motivating factors (functional benefits, hedonic benefits, economic benefits, intrinsic benefits, and brand reputation) influencing SNS brand page users’ participation and commitment and the subsequent impact on purchase intention. Potential cultural differences between Chinese and Korean users are also examined along Hofstede’s culture framework. The results show that prior motivating factors found in traditional online brand communities largely hold in the context of SNS brand page in both countries, but there are differences in the significance and importance of motivating factors between the two countries. Implications and contributions are discussed.
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来源期刊
CiteScore
4.10
自引率
33.30%
发文量
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