顾客消费体验对品牌忠诚的影响——基于汽车体验的实证分析

顾客消费体验对品牌忠诚的影响——基于汽车体验的实证分析

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大小:2.35 MB

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时间:2019-01-31

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1、重庆大学硕士学位论文英文摘要ABSTRACTWiththedevelopingofeconomy,people`sstandardoflivingandqualityoflifehavebeenelevating.Correspondingly,thedemandlevelofconsumptionhasheightened.People`sproduct&serviceconsumptionisnotforsubsistenceonly,what`smore,forthemselvesfeelingsonpsych

2、ologyandspirit,orforsatisfyingthemselvesthirsttoemotion,orforthecongruenceofthemselvesimage,i.e.consumersdonottraditionallybasetheirdecision-makingofconsumptionontherationalEconomicMan.Theupgradeofsocietystageofconsumptioncalls&indicatesthecomingofexperientiale

3、conomy,meanwhile,whichmarksthearrivalofexperienceeconomy.User`sexperienceisthecoreofconsumptionintheneweconomy.Thecustomerloyaltyofdrivingmechanismwillhavesubtlechangesinsuchbackground.Buthowwillbethecustomerloyaltyofdrivingmechanisminmanufactureindustry,thispa

4、perwilldiscussthem.Throughthreemethodsofstructuralequationfullmodel,nester-modelandbivariatemodel,thispaperstudiedthesixhypothesisanddrawsconclusionsthatinthesettingofexperienceeconomy,productcontexthasasignificantandpositiveeffectonself-congruityandcustomeremo

5、tion,self-congruityhasasignificantandpositiveeffectoncustomeremotionandcustomerloyalty,customeremotionhasasignificantandpositiveeffectoncustomerloyalty,but,productcontexthasonlyindirectpositiveeffectoncustomerloyaltythroughself-congruityandcustomeremotion.Conse

6、quently,wecanalsoconcludethecustomerloyaltyofdrivingmechanisminmanufactureindustryinthebackgroundofexperienceeconomy:thedirectfunctionandsenseexperiencecustomerobtainsfromtheuseofproductcannotdrivecustomerloyalty,thetwomedi-variablesself-congruityandcustomeremo

7、tionredoundtotheindirecteffectofproductcontextoncustomerloyalty.Sowecandeducethatcustomer`shigherself-imagecongruenceandmorepositiveemotioncandrivecustomer`sloyaltybehaviorsmore.Theconclusionsfoundthatthenewmodel——ProductContext,Self-congruity,CustomerEmotion,C

8、ustomerLoyalty——supposedinthestudyisabeautifulmodelofcustomerloyaltyappliedtomanufactureindustry.Basedonthebivariatemodel,wefoundthecauseoftherelationshipamongII重庆大学硕士学位论文英文

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