Perceived value and loyalty to WeChat: evidence from a sample of Chinese entrepreneurs living in Spain

Authors

DOI:

https://doi.org/10.15847/obsOBS18220242343

Abstract

This paper analyses the influence of functional value in the relationship with suppliers, functional value in communication with suppliers and functional value in business activities on the attitudinal and behavioural loyalty towards the WeChat social network by Chinese entrepreneurs based in Spain. To this end, several research hypotheses were proposed and tested by studying a sample of 57 Chinese entrepreneurs based in Spain. The results obtained from the regression models carried out show the key importance of the functional value variable in business activities on both types of loyalty; the functional value of communication with suppliers only exerted a significant influence on attitudinal loyalty

Author Biographies

Rocío Mecinas Cantos, Universidad de Castilla la Mancha

Rocío Mecinas is a PhD student at the International Doctoral School of the University of Castilla La Mancha. She obtained a Research Initiation Grant for Official University Master's Degree Students during the 2019/2020 academic year, and the Extraordinary End of Studies Award after completing her Bachelor's Degree in Business Administration and Management at the Faculty of Economics and Business Administration of the University of Castilla La Mancha. His research interests are related to social networks, WeChat, marketing and perceived value.

María del Pilar Martínez Ruiz, Universidad de Castilla La Mancha

Dr. María Pilar Martínez-Ruiz is Professor of Marketing and Market Research at the University of Castilla-La Mancha (Spain). Her research interests are in the areas of retailing, consumer behaviour, marketing communications, tourism, innovation and ICT. Prof. Martínez-Ruiz has published several articles in different high-ranking international journals indexed in JCR Clarivate Analytics. She was co-chair of the Track "Pricing and Retailing" at the AMA Summer Marketing Educators' Conference 2012. She is the author of several chapters and books on these areas, as well as reviewer and associate editor of several international journals.

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Published

2024-06-26

How to Cite

Mecinas Cantos, R., & Martínez Ruiz, M. del P. (2024). Perceived value and loyalty to WeChat: evidence from a sample of Chinese entrepreneurs living in Spain . Observatorio (OBS*), 18(2). https://doi.org/10.15847/obsOBS18220242343

Issue

Vol. 18 No. 2 (2024)

Section

Articles

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