On the Influence of Consumer Sentiment on Domestic Brand Preference under SOR Theory
Consumers'sentiment perception factors will affect their brand preference.In consumers'purchasing behavior on domestic brand,three sentiment perception factors involve corporate social responsibility,domestic product awareness and social media are.Two emotions involving pleasure and arousal in the intermediary variable have a positive impact on domestic brand consumer preference.Based on SOR model,the research establishes relevant hypotheses and conceptual models regarding factors affecting consumers'emotional perception on domestic brand.The study constructs structural equation model and hypothesis test by collecting data through questionnaire survey,analyzes the data with the help of SPSS software and AMOS software.The research finds that corporate social responsibility and social media positively affect consumers'emotional value,and that positive emotions have a positive impact on brand preference.According to the research results,new marketing ideas and suggestions are put forward for domestic brands.
NETL
NSTL
万方数据
维普
