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本文构建了品牌个性、享乐性购物价值与关系质量间的作用机制模型,即品牌个性与关系质量间显著正相关,并且顾客享乐性购物价值在两者关系中起部分中介作用。通过396个网络消费者个体样本分析验证了该理论模型。具体地,①享乐性购物价值在品牌个性感知与关系质量间起完全中介作用,而在品牌个性内容与关系质量间起部分中介作用;②品牌个性内容的“仁”、“智”、“勇”三维度对顾客关系质量有显著的直接正向影响,而“乐”、“雅”两维度的影响不显著。最后,对网络零售商企业提出了相应的营销建议。
This paper builds a model of the interaction mechanism between brand personality, hedonic shopping value and relationship quality, that is, there is a significant positive correlation between brand personality and relationship quality, and the value of customer hedonic shopping plays a role in the relationship between the two. The theoretical model was verified by 396 online consumer sample analysis. Specifically, 1 hedonic shopping value plays a role of mediation between brand personality perception and relationship quality, while it plays a partial intermediary role between brand personality content and relationship quality; 2 “personality” and “intellectualism” of brand personality content “,” “three dimensions” has a significant direct positive effect on the quality of customer relationships, and the influence of two dimensions, “music” and “ya”, is not significant. In the end, corresponding marketing suggestions were made for online retailers.