短视频内容营销对顾客公民行为的影响 ：探索感知价值、产品涉入度、网络口碑的不同作用
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摘要
针对互联网信息技术的不断发展，传统媒体正在失去对消费者的影响力的困境，企业需要通过短视频平台上优质的营销内容来促使顾客自发产生相应的推荐、反馈、帮助等顾客公民行为进而提高企业营销效果。鉴于此，本文以SOR理论为基础构建短视频内容营销、感知价值与顾客公民行为间的理论模型，通过问卷调查的方式以短视频内容营销顾客群体为样本，实证分析来研究企业短视频内容营销对顾客公民行为的影响关系，感知价值在其中起中介作用以及验证产品涉入度与网络口碑所起的调节作用,并根据结果提出了相应建议。
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