Research On The Influence Of Social Media On Brand Preference

To web2.0 as the representative of the rapid development of Internet technology,making a variety of social media platform rapid rise.It profoundly affects people's lifestyles and business operations management.In the increasingly serious homogenization of the product today,massive brand information overwhelming,consumers show the consumer behavior and psychology is also complex and changeable.They will not only focus on the quality of the product,but also pay attention to the purchase of products Emotional experience.And this phenomenon exacerbates the difficulty of cultivating consumer preferences.Social media shopping a new era of advent,reducing the barriers to participation of Internet users,highlighting the equal interaction between people,boosting the personalized customization,flexible production development for the enterprise to cultivate consumer brand preferences bring new challenges and opportunity.In the existing research,the research of brand information quality in the context of social media mostly focuses on the information quality assessment in the general sense.From the perspective of customer perceived value,there are a lot of researches on brand preference in the context of social media.But the choice of customer perceived value dimension in the study does not combine well with the characteristics of social media and the consumer demand at this stage.Therefore,the paper standing on the brand information quality and customer perceived value point of view,focuse on the impact of social media on brand preference,the following research:(1)According to the characteristics of consumer behavior in the context of social media,the first part of this part is to summarize the mode of consumer behavior.And discusses the importance of information quality to consumers to adopt relevant information to help purchase,consolidate the relationship between buyers and sellers,and then put forward the brand information quality assessment clue map.At the angle of information feature,31 sub-feature items were extracted according to the brand information quality evaluation cue map.Finally,the method of principal component analysis is used to extract the subdivided features,and five comprehensive influencing factors are obtained,which is the reference of the brand information quality evaluation,which is transparent,normative,timeliness,novelty and diversification.(2)On the basis of the previous part,this part defines the relevant concepts,puts forward the relevant assumptions and constructs the influence model of the social media on the brand preference.The corresponding questionnaire was designed for the impact model,and the questionnaire data were analyzed by structural equation model and hierarchical regression method.The results show that customer perceived social value,quality value,service value,image value and altruistic value positively affect the formation of brand preference,economic value has negative influence on brand preference but not significant.Brand information quality on the relationship between customer perceived social value,service value,image value,altruistic value and brand preference plays a regulatory role in different degree,but the moderating effect betweeneconomic value and brand preference,quality value and brand preference is not significant.(3)Combined with the above two parts of the research results,put forward the corresponding brand operation recommendations.This study enriches the theoretical system of brand management,and provides the basis for the decision making of brand marketing.