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消费情绪在消费者购后行为中扮演着重要的角色,以往研究主要针对产品属性和商店环境引发的消费情绪与购后行为的关系,文章在文献回顾的基础上,对消费经历进行了分类,并提出了不同消费经历中由营销传播活动引发的消费情绪与品牌信任、品牌情感和品牌忠诚关系的假设,定量研究(问卷调查)的结果表明:由营销传播活动引发的消费情绪对品牌信任和品牌情感有直接影响,并借助这两个中间变量对品牌忠诚产生间接影响,这些影响在不同的消费经历中有所不同。
Consumer sentiment plays an important role in consumers’ post-purchase behavior. Previous researches focused on the relationship between consumer sentiment and post-purchase behavior triggered by product attributes and store environment. Based on the literature review, the article classified consumer experience, And put forward the hypothesis that the relationship between consumer sentiment and brand trust, brand affection and brand loyalty caused by marketing and communication activities in different consumption experiences. The results of quantitative research (questionnaire survey) show that the consumer sentiment triggered by marketing communication activities has great influence on brand trust and Brand emotions have a direct impact, and by virtue of these two intermediate variables have an indirect effect on brand loyalty, these effects vary in different consumer experiences.