摘 要
随着信息技术的迅猛发展，数字化营销成为企业提升品牌忠诚度的重要手段。本研究旨在探讨数字化营销对品牌忠诚度的影响机制，基于消费者行为理论和关系营销理论构建了包含感知价值、信任、互动频率等变量在内的理论模型。采用问卷调查法获取数据，运用结构方程模型进行数据分析，样本选取来自不同行业的消费者以确保研究结果的普适性。研究表明，数字化营销通过提高消费者的感知价值和信任水平间接影响品牌忠诚度，其中感知价值在数字化营销与品牌忠诚度之间起部分中介作用，信任起完全中介作用；互动频率正向调节数字化营销对感知价值和信任的影响。创新之处在于将互动频率纳入研究框架并验证其调节效应，拓展了现有理论边界。此外，本研究为企业实施有效的数字化营销策略提供了理论依据，有助于企业在数字化时代更好地维护和发展品牌忠诚度，为相关领域的后续研究奠定了基础。
关键词：数字化营销；品牌忠诚度；感知价值；信任；互动频率
Abstract
With the rapid development of information technology, digital marketing has become a crucial approach for enterprises to enhance brand loyalty. This study aims to investigate the mechanism by which digital marketing influences brand loyalty, constructing a theoretical model based on consumer behavior theory and relationship marketing theory that incorporates variables such as perceived value, trust, and interaction frequency. Data were collected using a questionnaire survey method, and structural equation modeling was employed for data analysis, with samples selected from consumers across different industries to ensure the generalizability of the research findings. The results indicate that digital marketing indirectly affects brand loyalty by increasing consumers' perceived value and levels of trust, wherein perceived value partially mediates the relationship between digital marketing and brand loyalty, while trust fully mediates this relationship; interaction frequency positively moderates the effects of digital marketing on perceived value and trust. The innovation of this study lies in incorporating interaction frequency into the research fr amework and verifying its moderating effect, thereby extending the boundaries of existing theories. Additionally, this study provides a theoretical basis for enterprises to implement effective digital marketing strategies, aiding them in better maintaining and developing brand loyalty in the digital age, and laying a foundation for subsequent research in related fields.
Keywords：Digital Marketing；Brand Loyalty；Perceived Value；Trust；Interaction Frequency
目 录
摘 要 I
Abstract II
引 言 1
第一章 数字化营销与品牌忠诚度概述 2
1.1 数字化营销的概念与特征 2
1.2 品牌忠诚度的理论基础 2
1.3 数字化营销对品牌忠诚度的意义 3
第二章 数字化营销渠道对品牌忠诚度的影响 5
2.1 社交媒体平台的作用机制 5
2.2 电子商务平台的影响力分析 5
2.3 移动应用的用户粘性提升 6
第三章 数字化营销策略对品牌忠诚度的构建 8
3.1 个性化营销与用户体验 8
3.2 内容营销的情感连接 8
3.3 数据驱动的精准营销 9
第四章 数字化营销环境下的品牌忠诚度维护 10
4.1 客户关系管理的重要性 10
4.2 用户反馈与品牌改进 10
4.3 忠诚度计划的设计与实施 11
结 论 13
参考文献 14
致 谢 15
