摘 要
随着数字化技术的快速发展，企业营销方式正经历深刻变革，数字化营销对品牌忠诚度的影响成为学术界与实践领域关注的核心议题本研究旨在探讨数字化营销在短期与长期维度上对品牌忠诚度的作用机制基于社会存在理论和刺激-有机体-反应模型，通过问卷调查收集了来自不同行业消费者的样本数据，并采用结构方程建模进行分析结果表明，数字化营销在短期内主要通过增强消费者感知价值和互动体验来提升品牌忠诚度，而长期影响则更多依赖于情感联结和社会认同的逐步建立此外，研究发现数字化营销的效果受到消费者技术接受度和品牌初始信任水平的显著调节本研究创新性地区分了数字化营销的短期与长期作用路径，为理解其动态影响机制提供了新视角同时，研究结果为企业制定差异化数字化营销策略以优化品牌忠诚度管理提供了重要参考
关键词：数字化营销；品牌忠诚度；短期与长期作用机制
Abstract
With the rapid development of digital technology, marketing practices in enterprises are undergoing profound transformations, and the impact of digital marketing on brand loyalty has become a core issue of concern in both academic research and practical applications. This study aims to explore the mechanisms through which digital marketing influences brand loyalty in both short-term and long-term dimensions. Grounded in social presence theory and the stimulus-organism-response model, this research collected sample data from consumers across various industries using a questionnaire survey and analyzed the data through structural equation modeling. The findings indicate that digital marketing primarily enhances brand loyalty in the short term by increasing perceived value and interactive experiences for consumers, whereas its long-term effects rely more on the gradual establishment of emotional connections and social identification. Additionally, the study reveals that the effectiveness of digital marketing is significantly moderated by consumers' technology acceptance and their initial level of trust in the brand. Innovatively, this research distinguishes between the short-term and long-term pathways of digital marketing's influence, offering a new perspective on its dynamic impact mechanism. Furthermore, the results provide critical insights for enterprises in developing differentiated digital marketing strategies to optimize brand loyalty management.
Keywords: Digital Marketing；Brand Loyalty；Short-term And Long-term Mechanism
目 录
摘 要 I
Abstract II
引言 1
一、数字化营销与品牌忠诚度概述 1
（一）数字化营销的核心概念 1
（二）品牌忠诚度的理论基础 2
（三）研究背景与意义 2
二、短期影响：消费者行为的变化 3
（一）数字化触达对购买决策的影响 3
（二）即时互动对品牌态度的作用 3
（三）数据驱动的个性化推荐效果 3
三、长期影响：品牌关系的深化 4
（一）社交媒体对品牌信任的构建 4
（二）用户参与对品牌认同的提升 4
（三）数字生态对客户粘性的促进 5
四、短长期影响的对比与整合分析 5
（一）短期与长期影响的差异性研究 5
（二）数字化策略在不同时段的效果评估 6
（三）综合视角下的优化路径探讨 6
结 论 6
致 谢 8
参考文献 9
