关键词: 社会化媒体, 网络购物新模式, 顾客感知价值, 信息质量, 品牌偏好

Abstract: In this paper, we analyze the characteristics of new shopping patterns in social media environment, and based on the theories of consumer demand and behavior influence, we remodel the dimensions of the customer perceived value. On the basis of the above, we propose a theoretical model about the effect of social media on brand preference, and investigate the relationship between customer perceived value under the new network shopping environment and brand preference by using hierarchical regression methods. The results indicate that customer perception of social value, quality value, service value, image value and altruistic value significantly influence the formation of brand preference, and the economic value, whereas there is no significant influence of economic value on brand preference. Information quality plays different mediating role in the relationship between perceived values and brand preference. At last, the corresponding marketing management advice is presented along with the directions for further research.

Key words: social media, new pattern of online shopping, customer perceived value, information quality, brand preference