摘要
文章选择中国互联网企业为对象,采用顾客感知方法面向它们的东道国顾客收集366份有效问卷。层次回归分析结果表明:新兴市场互联网企业商业模式设计能够影响东道国顾客建立品牌真诚认知。研究结果进一步表明,新兴市场互联网企业商业模式设计不仅能够直接影响东道国顾客忠诚,而且能够通过品牌真诚间接影响东道国顾客忠诚。
Chinese Internet enterprises are chosen as the object and the customers'perception method is taken to collect 366 valid questionnaires from their customers in host countries.Based on the results of hierarchical regression analysis,it shows that the business model design of internet enterprises in emerging markets can affect customers in host countries on the brand sincerity and then it show that business model designs of internet enterprises in emerging markets can not only directly affect the customer loyalty in their host countries but also indirectly affect it through the brand sincerity.
作者
胡保亮
刘馨钰
闫帅
HU Bao-liang;LIU Xin-yu;YAN Shuai(School of Management,Hangzhou Dianzi University,Hangzhou Zhejiang 310018,China)
基金
国家社会科学基金项目(18BGL025)。
关键词
新兴市场
互联网企业
商业模式设计
品牌真诚
东道国
顾客忠诚
emerging markets
internet firms
business model design
brand sincerity
host country
customer loyalty
