Research on the influence of entrepreneurs’ front stage behaviors on consumers’ loyalty in the new media environment

Abstract

With the advent of the new media era, many companies have seen the vast potential market in the online world and have applied it to their marketing and display. With the increasing homogenisation of products, the cost of acquiring customers is also rising, and enhancing consumer loyalty has become an inevitable trend for enterprises to seek long-term development. Based on the theory of perceived value and the SOR model, this research devises a theoretical model of "Entrepreneurial Foregrounding Behaviour - Brand Image - Consumer Loyalty". Based on this model, the corresponding hypotheses were formulated, and the 402 questionnaires collected were statistically analysed using SPSS 26.0 and AMOS 24.0 software to obtain the following conclusions. First, in the context of new media, entrepreneurs' positive foregrounding behaviour plays a positive role in influencing both consumers' attitudes and behavioural loyalty, while entrepreneurs' negative foregrounding behaviour cannot play a negative role in influencing consumers' attitudes and behavioural loyalty. Secondly, the four dimensions of brand image mediate the relationship between positive and negative foregrounding behaviour and the two dimensions of consumer loyalty (attitudinal loyalty and behavioural loyalty).