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Exploring the Consequence of Factors Influencing of Consumers on Tencent Conference Brand Satisfaction

Author(s)

Erjiang Wu

Affiliation(s)

Guangxi Academy of Oceanography, Nanning, Guangxi, China

Abstract

With the development of information technology, more and more people realize that the development of online conference software has a broad prospect by using information technology. With the continuous expansion of online conference user groups, the market scale of conferences will have greater development, Tencent Conference has a huge market development space. The questionnaire was distributed to consumers who have experienced using The Tencent conference in China and obtained valid data from 385 participants. Moreover, convenience sampling and snowball sampling are the sampling procedure. The research was quantitative research which applied Cronbach’s Alpha, Descriptive Analysis, and Multiple Linear Regression to analyze the factors influencing independent variables. The results of this research indicated that four independent variables which are rand experience, brand personality, brand image and advertisement had a significant influence on brand satisfaction. Moreover, some recommendations of this research were that Tencent Company should actively care about consumers' evaluation of brand personality, timely grasp the development direction of brand personality, and should increase advertising investment, increase advertising funds, which can establish h corporate brand, improve consumer brand satisfaction to promote the sustainable development of Tencent conference.

Keywords

Brand Satisfaction; Brand Experience; Brand Personality; Brand Image; Advertisement

References

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