文化产品消费满意度影响因素研究——以湖北省为例

文章通过文化产品的消费满意度调查问卷,以湖北省为例,运用结构方程模型分析文化产品消费满意度的影响因素,结果表明:企业形象、顾客期望、顾客感知质量和顾客感知价值是影响消费者文化产品消费满意度的主要因素。     

基于期望确认模型的消费金融用户感知对持续使用意愿的影响研究

随着消费金融行业竞争的加剧,如何提高客户对企业服务的黏性成为消费金融行业的竞争关键点。因此,本文在期望确认模型的基础上,引入消费者用户感知因素,探究在消费者满意度的中介作用下,消费者感知因素对持续使用意愿的影响。     

仿冒奢侈品购买行为的影响因素——基于巴基斯坦消费者的研究

仿冒奢侈品购买是消费者行为中的一种特殊购买行为。消费者为什么对仿冒品感兴趣,是什么原因导致消费者购买仿冒品?这些问题的解答对于探索消费者行为具有重要意义。本研究主要针对奢侈品牌的仿冒产品的非欺骗性的行为进行研究,试图探讨价格、声誉、独特性和质量对仿冒品购买意愿的影响,探索影响消费者购买仿冒品的相关因素。通过对巴基斯坦的消费者进行研究,发现价格、独特性和质量会显著地影响消费者对仿冒品的购买,而品牌声誉却没有显著的影响。     

消费者人格特质对仿冒品购买意愿的影响

仿冒品的大肆横行引起了学术界的注意，但对于仿冒品需求方面的研究却鲜有涉及，本文站在仿冒品需求方的角度去探索仿冒品的消费者购买意愿与消费者人格特质的关系，通过研究发现，消费者物质主义价值观，消费者伦理信念，消费者虚荣特质，消费者仿冒品态度对仿冒品购买意愿都会产生显著影响。     

O2O在线外卖用户满意度对其重复消费意愿的影响研究

以"饿了么"外卖平台为例,基于对O2O在线外卖用户满意度和重复消费意愿的问卷调查数据,采用结构方程模型实证分析了O2O在线外卖用户满意度对其重复消费意愿的影响及其主要影响因素。研究结果表明:O2O在线外卖用户满意度与其重复消费意愿显著正相关。O2O在线外卖用户满意度越高,其重复消费意愿的意愿也越强烈。具体来看,O2O在线外卖用户重复消费意愿受到优惠力度、网站(APP)使用方便性和食物口味的影响更为显著,食物卫生状况和服务态度对O2O在线外卖用户重复消费意愿的影响相对较弱。     

文化价值观与感知价值对交通消费意愿的影响

作为拉动经济的三大马车之一的消费,对于推动经济的可持续发展具有重要的作用,其日益成为各大企业家、经济学家以及政府部门关注的焦点。交通消费对于推动经济的发展也起到重要的作用,从而对交通消费意愿的影响研究具有重要的理论和现实意义。因此,本文首先分析了交通消费意愿的影响因素,然后从这些影响因素出发分别分析了文化价值观、消费者感知价值以及购买决策风格对交通消费意愿的影响,希望能够为未来的研究作出一点贡献。     

网络营销环境下的消费者行为研究

随着电子商务的飞速发展,越来越多的消费者开始选择性价比更多的网络购物,网络渠道价值也被越来越多的企业所认可。本文以网络购物消费者行为特征为突破口,对网络购物的消费者行为进行研究,发现消费者的感知风险、感知娱乐、绩效期望以及使用意愿对其起着重要的影响作用。因而,网上的商家、政府以及网上的消费者可以对这些影响因素进行研究,并采取相应的措施以促进网上消费的进一步增长。     

消费者风险感知与消费意愿的关系——基于风险态度的中介作用

消费者的消费意愿受到多方面因素的影响。为了探究消费者风险态度在风险感知和消费意愿中的中介作用,本研究采用三份量表对292名大学生消费者进行问卷测量。结果表明,在风险感知和风险态度上性别差异不显著;风险态度、风险感知与购买意愿呈现显著正相关;风险态度在风险感知与购买意愿之间起着显著的中介作用。     

基于UTAUT模型的陕西省大学生网络购物意愿影响因素研究

本研究以UTAUT模型为基础,在相关研究的基础上提出研究假设,引入感知风险理论,将绩效期望、努力期望、社会影响、促成因素作为主要因变量,构建理论模型并提出假设,采用SPSS22软件进行多元回归分析验证。通过对西安思源学院、西安理工大学等陕西高校大学生进行问卷调查,回收有效问卷442份,实证结果表明,绩效期望、促成因素对消费者采纳网络购物具有正向影响,感知风险对消费者采纳网络购物具有负向影响,而努力期望、社会影响并不会对消费者的网络购物意愿产生显著影响,最后,为网络营销企业提出相关建议和对策。     

微信旅游服务用户接受影响因素研究

以微信为代表的社会媒体,在旅游行业中扮演越来越重要的角色。在UTAUT基本模型架构基础上,本文引入与电子商务交易相关的两个研究变量(消费者信任以及感知风险),基于游客消费体验的视角,构建了微信旅游服务的用户接受行为模型。研究结果表明:消费者信任、绩效期望和消费体验是影响游客使用微信旅游服务的决定性因素,消费者信任与感知风险之间的负相关关系并未得到呈现,感知风险的降低并不能有效改善其旅游服务的使用意愿。     

Antecedents of Green Brand Equity: An Integrated Approach

A steady demand for green products from concerned consumers has led companies to introduce new product lines that match or exceed consumer environmental concerns. Nonetheless, not all the organizations were able to achieve significant returns on their investments in green products. These failures are generally attributed towards companies’ inability to overcome consumer scepticism towards the performance of functional and green attributes of their brands to generate a positive green image and green value in consumers mind. Therefore, the question arises that does the success in promoting green brand image and value depend on consumer existing perceptions about the brand quality and credibility? This study analyzes the influence of brand perceive quality and credibility on consumer perceptions towards a brand green image, green value and green equity. A theoretical model with hypothesized relationships is developed and tested to answer these research questions. Data have been collected from the consumers of electrical and electronic goods. The hypothesized relationships were tested with the help of structural equation modeling procedure. The results suggest that brand perceived quality and its overall credibility does have a significant influence on generating a greener image, green perceive value and green brand equity.     

Customer satisfaction and customer behavior: The differential role of brand and category expectations

Previous research has suggested that consumers use multiple strands to evaluate their satisfaction with a product and to establish postpurchase behavioral intention. However, prior empirical research has focused on which individual standard best predicts satisfaction. In contrast, this article develops and tests a model of consumer satisfaction and postpurchase behavioral intention in which consumers simultaneously use multiple standards—perceptions of performance, brand expectations, and category expectations. The results of an experiment for a simulated service encounter provide support for the proposition that consumers use multiple standards and that these standards have differential effects on such postpurchase outcomes as satisfaction, repurchase intention, and willingness to recommend. Brand expectations are shown to be better predictors of affective outcomes (such as satisfaction), while category expectations are shown to be better predictors of behavioral outcomes (repurchase and recommendation). Consistent with prior research, perceived performance is shown to have a strong effect on both satisfaction and behavioral intention.     

Coping with copies: The influence of risk perceptions in luxury counterfeit consumption in GCC countries

This research investigates counterfeit luxury consumption in the Gulf Cooperation Council (GCC) countries, where consumers are so affluent that their consumption of counterfeit goods is surprising. An exploratory quantitative survey conducted in the United Arab Emirates demonstrates that though GCC nationals do purchase counterfeit luxury products, the perceived performance, psychosocial, and moral risks might prevent them from the engagement in such consumption. Based on 19 in-depth interviews, a follow-up qualitative study identifies the strategies Emiratis use to cope with the cognitive dissonance that occurs from the perception of those risks. The findings are of major interest for public policy makers and luxury brand managers fighting counterfeiting.     

Feel the VIBE: Examining value-in-the-brand-page-experience and its impact on satisfaction and customer engagement behaviours in mobile social media

A critical issue for marketing managers is how best to orchestrate branded social media consumption experiences via mobile applications. This is important because in a mobile first world, these experiences are perceived to be valuable to consumers which in turn facilitate positive consumer behaviour toward the brand. So far, marketing literature offering managerial guidance on this issue remains limited. To this end, this study investigates for the first-time consumer perceptions of ‘Value-In-The-Brand-Page-Experience’ (VIBE), a multidimensional construct, in an emerging market setting of China. China represents an appropriate contextual condition to study given its high mobile penetration and its integration within consumer's lifestyle. This study further examines the impact of VIBE on customer satisfaction and customer engagement behaviours toward the brand via a survey of 714 Chinese consumers. The results substantiate the VIBE framework which contributes to the sparse conceptual development of value perceptions in mobile social media. Furthermore, it confirms the existence of a value–satisfaction–customer engagement behaviour chain. The findings are managerially relevant and focus on leveraging the components of VIBE. These components act as key mechanisms for unlocking customer satisfaction and customer engagement behaviours for brands in the domain of mobile social media.     

The role of brand exposure and experience on brand recall—Product durables vis-à-vis FMCG

The purpose of this study was to examine the role of brand exposure and experience on brand recall, mediated by three affectional drivers: brand trust, brand image and self-image congruence. The study distinguishes between an individual consumer׳s brand exposure and experience, and how these impact brand recall. Using original data collected from a survey of 219 consumers, brand recall models in two product categories (Fast Moving Consumer Goods FMCG and durable goods) were tested. Structural equation modelling (SEM) was applied, resulting in models for the two types of goods, establishing notable differences between durables and FMCGs. Experience influences brand recall in durable goods while brand recall is established via exposure for fast-moving consumer goods. This suggests that consumers are better able to recall durable goods brands if they have personally used them, while consumers of FMCG are more heavily influenced by advertising. Our study also established that brand trust has a significant role in mediating both of these relationships. Ultimately, the study establishes key differences between the brand recall of product categories, as well as the mediating role of brand trust, providing a framework for future brand recall research.     

Consuming counterfeit: A study of consumer moralism in China

The consumption of counterfeits is a central theme in understanding consumer moralism. While some studies on marketing have highlighted the consumption motives and socio‐economic factors behind this seemingly unethical phenomenon, research on the subjective experiences of consumers and the cultural concerns about the consumption of counterfeits is lacking. The aim of this article is to gain a better understanding of how consumers construct and negotiate their moralistic identities through engaging in counterfeit consumption. We also examine how consumers utilize counterfeit goods as symbolic resources to echo, or even reproduce, the entrenched Chinese social relationships and marketplace ideological conditions. Our findings suggested that the research participants attempted to make sense of their counterfeit consumption behaviour by infusing the moralistic meanings drawn from the Chinese socio‐cultural value orientation. The study concludes that the moral identity work and counterfeit consumption practices are interwoven in a web of multiple discourses and resources available in the contemporary marketplace under the overarching consumer moralism framework.     

Economic influences on perceived value,quality expectations and customer satisfaction

Consumer research has extensively analysed psychological determinants of customer satisfaction. As macro‐level customer satisfaction data were not available until recently, researchers have only taken first steps towards analysing economic determinants of customer satisfaction. Based on a more complex conceptual framework and on data from Germany and Japan, this article examines how economic processes influence the perceived value of goods and services, quality expectations and customer satisfaction. Using principal component analysis, regression analysis and structural equation modelling, this study finds that perceived value is positively influenced by both economic growth and lagged economic expectations. Customer satisfaction is positively influenced by economic growth and negatively by current economic expectations, with half of the impact mediated by perceived value. Economic expectations positively influence expectations regarding the quality of goods and services. These results imply that consumer researchers should no longer ignore economic influences on consumer attitudes. Marketing managers are advised to be cautious not to misinterpret economic‐induced variations in customer satisfaction as caused by corporate performance.     

Determinants of Consumer’s Willingness to Purchase Gray-Market Smartphones

The study analyzes the influential factors of consumers’ willingness to purchase gray-market smartphones by considering the model of novelty seeking, status consumption, integrity, and perceived risk. Attitude toward counterfeit is used as mediation in the model. The causalities in the model of problematic willingness of consumer to purchase gray-market smartphones are hypothesized. A total sample of 350 respondents with 238 effective samples is collected by interviewing with questionnaires at the service counters of telecommunications operators. Structure equation modeling (SEM) is adopted in the analysis. Consumers’ attitude toward counterfeit goods is found to be positively related to the willingness of consumers to purchase gray-market smartphones, but perceived risk is negatively related to consumers’ willingness to purchase. As for personality constructs, integrity and status consumption are found to be negatively related to consumers’ attitude toward counterfeit goods, but novelty seeking is positively related to the attitude. Further, managerial implications for branded smartphone manufacturers and telecommunications regulators are provided by the research.     

Effects of Chinese consumers' relationship benefits and satisfaction on attitudes toward foreign fashion brands:The moderating role of country of salesperson

The paper examines the various responses of consumers depending on the country of salesperson (COS) and to look into the effects that consumer–salesperson relationship benefits have on consumer satisfaction and brand attitude. The results suggest that consumers' perceived social benefit and functional benefit positively influenced their satisfaction with salesperson, and a significant positive effect of consumers' satisfaction with salesperson on consumers' brand attitude is found. This positive relationship was moderated by COS. These findings suggest that COS will serve as an important retail mix for global marketers. Other results and management implications are also discussed.     

Using Affect–Expectations Theory to Explain the Direction of the Impacts of Experiential Emotions on Satisfaction

Traditional research in consumer psychology considers valence (negative vs. positive) to be the primary dimension of an emotion. The direction of the impact an emotion has on consumer satisfaction is considered to be dictated by its valence. Drawing on the theory of affective expectations, in the case of experiential emotions, an alternative conceptualization is proposed in which this direction is seen as being conditional on emotional expectations associated with the consumption experience. When pertaining to consumers’ expectations relative to an anticipated experience, negative emotions can be the output benefit of consumption and contribute positively to satisfaction. Conversely, positive emotions that run against expectations can be a negative output and contribute negatively to satisfaction. On the basis of a qualitative study and a quantitative survey of movie consumption in theaters, it is established that positive (joy) as well as negative (sadness and fear) experiential emotions are positively associated with film expectations, whereas a positive emotion (calmness) runs against these expectations. Contrary to what traditional research predicts, not only joy but also sadness and fear demonstrate positive impacts on satisfaction whereas calmness, a positive emotion, has a negative impact.