俄羅斯社交媒體影響者對客戶行為的影響

The impact of Russian social media influencers on customers behavior

葉亞登(Erdyneev Bato)

指導教授 ： 楊斯琴

淡江大學/商管學院/經營管理全英語碩士學位學程/碩士(2022年)

https://doi.org/10.6846/TKU.2022.00382

摘要

在今天的市場上，儘管競爭激烈，俄羅斯商業商店仍在繼續增長。說服影響者尋找替代工作以創辦新公司的原因尚未完全調查。在營銷組合和假設方面，本研究著眼於選擇影響者產品或服務的重要決策要素。驗證性因素分析（CFA）和結構方程模型也被用來確認本研究的信度和效度。根據調查結果，HI、H2、H3、H4、H5、H6、H7 和 H8 得到顯著支持（影響者形像對服務質量和品牌聲譽有影響，品牌聲譽對客戶承諾有影響，服務質量對服務質量有影響）對感知價值的影響，感知價值對品牌聲譽和客戶滿意度的影響，感知價值對品牌聲譽和客戶滿意度的影響，客戶滿意度對客戶承諾的影響，客戶承諾對客戶忠誠度的影響）在本研究中.這對於希望在新市場開展新業務的影響者來說將非常有利。

關鍵字

影響者形象 ； 服務質量 ； 品牌聲譽 ； 感知價值 ； 客戶滿意度 ； 客戶承諾 ； 客戶忠誠度

並列摘要

In today's market, Russian business stores have continued to grow despite intense competition. The reasons that persuade influencers to search out alternate employment in order to start new firms have yet to be completely investigated. In terms of the marketing mix and hypothesis, this study looked at the important decision elements for choosing influencer products or services. Confirmatory factor analysis (CFA) and Structual equation modeling were also employed to confirm reliability and validity in this study. According to the findings, HI, H2, H3, H4, H5, H6, H7, and H8 were significantly supported (Influencer image has an effect on service quality and brand reputation, Brand reputation has an effect on customer commitment, Service quality has an effect on perceived value, Perceived value has an effect on brand reputation and customer satisfaction, Perceived value has an effect on brand reputation and customer satisfaction, Customer satisfaction has an effect on customer commitment, Customer commitment has an effect on customer loyalty) in this study. The implication will be highly beneficial to an influencer looking to start a new business in a new market.

並列關鍵字

Influencer Image ； Service Quality ； Brand Reputation ； Perceived Value ； Customer Satisfaction ； Customer Commitment ； Customer Loyalty

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