| 消费者重购意向形成影响因素与作用机制研究 |
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| 引用本文： | 罗晓光,马文超. 消费者重购意向形成影响因素与作用机制研究[J]. 商业研究, 2009, 0(2) |
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| 作者姓名： | 罗晓光 马文超 |
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| 作者单位： | 哈尔滨理工大学经济学院,黑龙江,哈尔滨,150040 |
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| 基金项目： | 黑龙江省自然科学基金，哈尔滨市软科学研究项目 |
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| 摘 要： | 维系老顾客,满足顾客的期望,不断增加顾客的重购行为对企业提高市场竞争力具有非常重要的意义。顾客满意、顾客的品牌偏好、顾客的多样化追求倾向、替代品的吸引力和顾客感知的转换壁垒是影响顾客重购的主要因素。同时,在此基础上模仿了电子技术中的并联回路,建立了影响因素的作用机制模型。
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| 关 键 词： | 顾客重购意向 顾客满意 替代品的吸引力 转换壁垒 |
The Factors and Mechanism of Influencing Consumer Repurchase Intention |
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| LUO Xiao-guang,MA Wen-chao. The Factors and Mechanism of Influencing Consumer Repurchase Intention[J]. Commercial Research, 2009, 0(2) |
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| Authors: | LUO Xiao-guang MA Wen-chao |
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| Affiliation: | College of Economics & Management;Harbin University of Science and Technology;Harbin 150040;China |
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| Abstract: | It is very important to satisfy,maintain and spur customer in order to realize more repurchase behavior for the improvement of enterprises' competitiveness.The paper analyzes the factors and mechanism influencing consumer repurchase intention,and finds the model involving customer satisfaction,customer brand preference,customer varied seeking intention,attractiveness of alternatives and customer perceived switching barriers,etc. |
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| Keywords: | customer repurchase intention customer satisfaction attractiveness of alternatives switching barriers |
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