| 产品参与度对会员重购及口碑传播的影响 |
| |
| 引用本文： | 苏钰,.产品参与度对会员重购及口碑传播的影响[J].华东经济管理,2011,25(9):123-126. |
| |
| 作者姓名： | 苏钰 |
| |
| 作者单位： | 天津商业大学,商学院,天津,300134 |
| |
| 基金项目： | 天津市哲学社会科学研究规划资助项目(TJGL08—103) |
| |
| 摘 要： | 文章采用2×4实验设计，研究了产品参与度对会员卡价值、会员信息搜寻意愿和行为、会员重购行为及会员口碑传播意愿方面的影响。研究表明顾客对高参与产品会员卡的顾客价值评价高于低参与产品会员卡的顾客价值评价；高参与产品会员的信息搜寻意愿高于低参与产品会员信息搜寻意愿，但信息搜寻行为不具有差异性；高参与和低参与产品会员都更倾向于购买会员卡产品；高参与产品会员向他人推荐会员产品的意愿强于低参与产品。
|
| 关 键 词： | 产品参与度 重购 信息搜寻 口碑 |
The Influence of Product Involvement Degree on Member Re-purchase and Word-of-mouth |
| |
| SU Yu.The Influence of Product Involvement Degree on Member Re-purchase and Word-of-mouth[J].East China Economic Management,2011,25(9):123-126. |
| |
| Authors: | SU Yu |
| |
| Institution: | School of Commerce; Tianjin University of Commerce; Tianjin 300134; China |
| |
| Abstract: | Using the method of 2×4 experiment,the paper researches the influence of product involvement degree on the loyalty card value,information search willingness,information search behavior and Word-of-Mouth willingness of members.The results indicate that customer value evaluation of high involvement degree product is higher than customer value evaluation of lower involvement degree product,information search willingness of high involvement degree product is higher than information search willingness of lower i... |
| |
| Keywords: | product involvement degree re-purchase information search Word-of-Mouth |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
| 点击此处可从《华东经济管理》浏览原始摘要信息 |
| 点击此处可从《华东经济管理》下载免费的PDF全文 |
