| 消费者情感依恋形成机理研究演进 |
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| 引用本文： | 温飞,沙振权,龙成志.消费者情感依恋形成机理研究演进[J].广东商学院学报,2011(2):31-37. |
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| 作者姓名： | 温飞 沙振权 龙成志 |
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| 作者单位： | 华南理工大学工商管理学院;广东金融学院工商管理系; |
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| 摘 要： | 消费者情感依恋是消费者与产品或者品牌之间的情感联结,是研究消费者忠诚形成的一条新路径,也是近年来消费者行为研究的新视角.综观20多年来国外心理学依恋理论及营销学中有关消费者情感依恋的研究成果,人们对情感依恋理论的起源、内涵、影响因素及作用机理已有相当了解,这对于企业与消费者形成稳固的长期关系、赢得持续竞争优势具有重要的...
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| 关 键 词： | 消费者情感 情感依恋 品牌 依恋理论 |
The Evolution of Research on Formation Mechanism of Consumer Emotional Attachment |
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| WEN Fei,SHA Zhen-quan,LONG Cheng-zhi.The Evolution of Research on Formation Mechanism of Consumer Emotional Attachment[J].Journal of Guangdong Business College,2011(2):31-37. |
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| Authors: | WEN Fei SHA Zhen-quan LONG Cheng-zhi |
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| Institution: | WEN Fei1,SHA Zhen-quan1,LONG Cheng-zhi2 (1.School of Business Administration,South China University of Technology,Guangzhou 510640,China,2.Department of Business Administration,Guangdong University of Finance,Guangzhou 510521,China) |
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| Abstract: | Consumer emotional attachment is an emotional bond which binds product or brand to consumer,a new path of studying the formation of consumer loyalty,and a new research perspective of consumer behavior in recent years.After a comprehensive review of the foreign researches of attachment theory in psychology and consumer emotional attachment in marketing in the recent 20 years,we found that people had quite a full understanding of consumer emotional attachment theory,including its origin,meaning,influencing fa... |
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| Keywords: | consumer emotion emotional attachment brand attachment theory |
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