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101.
随着人们消费态度的不断改变,消费者与品牌的关系日益重要,关系营销理论也不断发展,越来越多的营销学者开始关注品牌依恋新视角。探究影响高校学生对经济型酒店品牌依恋的影响因素,有助于经济型酒店完善自我品牌战略,以更有效地吸引经济型酒店的忠诚客户。本文以在校大学生为研究对象,通过227份问卷对经济型酒店的品牌依恋影响因素进行分析。研究发现大学生对经济型酒店品牌信任与大学生自我概念与品牌个性一致性均对品牌依恋的建立有显著影响。而大学生对经济型酒店品牌的介入度并没有在影响品牌依恋的品牌信任和自我概念与品牌个性一致性两个维度中起调节作用。所以经济型酒店品牌应该在树立与消费者个性相一致的品牌个性和建立消费者对品牌的信任两个层面制定营销战略,从而吸引更多对经济型酒店品牌的忠诚消费者。 相似文献
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感知风险理论在网上购物中的应用 总被引:1,自引:0,他引:1
感知风险理论几十年的发展证明其在解释消费者行为方面的适用性。国外相关研究显示:消费者对风险的感知是阻碍其网上购物的一个重要因素。本文分析了消费者对网上购物的风险感知情况,包括网上购物感知风险的概念,感知的风险类型、风险表现及风险来源,并提出了降低风险的建议。 相似文献
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The effect of multi-purpose shopping on pricing and location strategy for grocery stores 总被引:1,自引:0,他引:1
Though it is a well-accepted fact that consumers indulge in multi-purpose shopping, most previous models of store choice assume that grocery shopping trips are single-purpose trips. This paper provides the first empirical analysis of multi-purpose shopping using data on actual shopping trips. A latent class factor analytic logit model is proposed, which provides a representation of the market structure of grocery store competition, while integrating; multi-purpose shopping, retail pricing format and location strategy. We conclude that incorporating multi-purpose shopping trips provides a better understanding of the competitive market structure, and discuss the managerial implications for the selection of marketing strategies. 相似文献
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The authors introduce cognitive continuum theory (CCT) as a theoretical framework to examine the effect of consumer shopping tasks and retail information display properties on consumer perceptions of experiential value. In this empirical investigation, the nature of a consumer’s shopping task is found to exert a direct influence on consumer perceptions of efficiency, economic value, and shopping enjoyment, all active dimensions of value. In addition, congruent interactions between shopping task and retail information display properties exert an enhancing effect on the reactive dimensions of value, as evidenced by perceptions of visual appeal, entertainment value, and service excellence. Future application of CCT is outlined and managerial implications are discussed. 相似文献
107.
Nature-based tourism, science tourism, and ecotourism are some of the emerging and growing trends in special-interest tourism. This study utilized a southeastern sample of the United States who had an interest in travel and the environment. A modified Dillman total design method survey was used to collect the data. The study demonstrated that widely used concepts of marketing are applicable for nature-based tourism. Results indicate that highly involved nature-oriented travelers tend to be more receptive to information concerning the travel product or destination and spread that information willingly. Findings of this study suggest that opinion leaders take more trips and use slightly more information sources. 相似文献
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Apparel purchases now constitute one of the fastest‐growing segments of e‐commerce. Thus, there are strong theoretical and managerial reasons to better understand consumer characteristics associated with buying apparel online. This paper investigates motivations for online apparel consumption using the Consumer Styles Inventory. Data from a sample of 357 US college students showed that quality consciousness, brand consciousness, fashion consciousness, hedonistic shopping, impulsiveness and brand loyalty were positively correlated with online apparel shopping. Price sensitivity was negatively correlated with online spending. 相似文献
110.
Letecia N. McKinney 《International Journal of Consumer Studies》2004,28(3):268-283
The purpose of this research was to identify the atmospheric variables that contributed to satisfaction for internet consumers with different orientations toward shopping. Atmospheric categories that were proposed for studying internet environments included external and internal variables, layout and design, point‐of‐purchase, and customer services. Some consumers had a convenience orientation toward shopping on the internet, while others were apprehensive, apathetic, and highly involved in internet shopping. A segment of internet consumers also exhibited positive orientations toward store shopping. Results showed that some atmospheric variables influenced satisfaction for all consumers, regardless of their shopping orientation; however, some variables were contributors of satisfaction for specific shopping segments. 相似文献