|
|||||
|
|
| 消费者关系依恋对品牌体验和重购意向的影响研究 | |
| 引用本文： | 李启庚,薛可,杨芳平.消费者关系依恋对品牌体验和重购意向的影响研究[J].经济与管理研究,2011(9). |
| 作者姓名： | 李启庚 薛可 杨芳平 |
| 作者单位： | 1. 上海交通大学安泰管理学院,上海市,200052 2. 上海交通大学媒体与设计学院 3. 上海大学影视学院;上海交通大学安泰管理学院 |
| 摘 要： | 消费者品牌体验是其自身与外界环境之间作用的心理过程和结果,消费者和品牌之间建立关联关系是体验进行的基础。研究以关系依恋、品牌体验和重购意向分别作为前置、中介和结果变量,结构方程模型检验结果显示关系依恋对品牌体验各维度和重购意向具有显著的影响作用,该过程是一个部分中介模型,品牌体验的感官和关系维度对重购意向影响显著。研究结果从理论上扩展了顾客体验的消费者心理过程研究,对市场营销管理也具有一定的启示。 |
| 关 键 词： | 关系依恋 关联强度 品牌体验 重购意向 |
Effects of Brand-self Connection on Brand Experience and Repurchase Intention |
|
| LI Qi-geng,XUE Ke,YANG Fang-ping.Effects of Brand-self Connection on Brand Experience and Repurchase Intention[J].Research on Economics and Management,2011(9). | |
| Authors: | LI Qi-geng XUE Ke YANG Fang-ping |
| Institution: | LI Qi-geng~1,XUE Ke~2,YANG Fang-ping~1 (1.Antai School of Economics and Management,Shanghai Jiaotong University,Shanghai 200052,2.School of Media and Design,Shanghai 200052) |
| Abstract: | Consumer brand experience is psychological outcomes and processes between the external environments of its own.Association between consumers and the brand is the basis of experience.Brand-self connection,brand experience and repurchase intention are respectively as antecedent,mediation and outcome variation.The SEM test outcome shows brand-self connection has significant influence on brand experience and repurchase intention and the process is a part mediation model.Sensory experience and emotion experience... |
| Keywords: | Relationship Attachment Association Strength Brand Experience Repurchase Intention |
| 本文献已被 CNKI 万方数据 等数据库收录！ | |