摘要
从感知价值和感知风险等变量构建品牌粉丝购买意愿的路径模型,结合问卷调查和结构方程模型展开实证研究。基于数据分析结果提出推动企业品牌营销发展的建议。
A path model based on brand fans purchasing inclination is built with variables such as perceived value and risk.Both questionnaires and structural equation model are used for empirical study to offer some suggestions for the development of corporation brand marketing.
作者
郑丽莉
李彬
ZHENG Lili;LI Bin(College of Economics and Technology, Anhui Agricultural University, Hefei 230011, China;School of Management, Huazhong University of Science and Technology, Wuhan 430074, China)
出处
《长春工业大学学报》
CAS
2020年第2期198-202,共5页
Journal of Changchun University of Technology
基金
2017年安徽省自然科学重点项目(KJ2017A819)。
关键词
品牌粉丝
粉丝消费
购买意愿
影响因素
brand fans
fans consumption
purchasing inclination
influencing factors
