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随着技术的快速革新、市场竞争的日益激烈,消费者在市场中不得不面对过多的选择、内部差异日益减少的产品、各种复杂的技术和模糊的信息,消费混淆的现象日益普遍。如何应对消费者混淆以减少或避免顾客不满已得到学者的关注,但消费者混淆对顾客满意的影响是一个复杂的过程。本文以消费者混淆与顾客满意的关系为理论框架基础,引入购物价值为中间变量,从相似性混淆、过载性混淆和模糊性混淆这三个维度出发,以功能性购物价值和享乐性购物价值为中间变量,深入探讨消费者混淆对顾客满意的影响过程,并以消费者购买智能手机为例,通过问卷调研收集数据,通过运用结构方程模型进行分析。研究结果表明:消费者混淆的三个维度中,过载性混淆和模糊性混淆对功能性购物价值存在显著的负向影响,而相似性混淆对功能性购物价值不存在显著影响,同时,消费者混淆三个维度均对享乐性购物价值存在显著的负向影响;功能性购物价值和享乐性购物价值均对顾客满意存在显著的正向影响。因此企业和商家应针对不同的混淆类型采取相应的营销策略,提高顾客的购物价值并最终改善顾客满意。
With the rapid technological innovation and increasingly fierce market competition, consumers have to face too many choices in the market, products with increasingly different internal differences, various complicated technologies, and ambiguous information and consumption confusion . How to deal with consumer confusion in order to reduce or avoid customer dissatisfaction has been scholars attention, but consumer confusion on the impact of customer satisfaction is a complex process. This article takes the relationship between consumer confusion and customer satisfaction as the theoretical framework, introduces the shopping value as the intermediate variable, starting from the three dimensions of the similarity confusion, the overload confusion and the ambiguity confusion, takes the functional shopping value and the hedonic shopping value As an intermediate variable, the process of consumer confusion on customer satisfaction is discussed in depth. Taking the case of consumers purchasing smart phones as an example, the data are collected through questionnaire survey and analyzed by using the structural equation model. The results show that among the three dimensions of consumer confusion, overload obfuscation and ambiguity confusion have a significant negative impact on functional shopping value, whereas confusion has no significant effect on functional shopping value. Meanwhile, consumers Confusion in all three dimensions had a significant negative impact on hedonic shopping value; both functional shopping value and hedonic shopping value had a significant positive impact on customer satisfaction. Therefore, businesses and businesses should take different marketing strategies for different types of confusion to improve the customer’s shopping value and ultimately improve customer satisfaction.