对竞争性营销说服抵制机理的实证研究——基于品牌忠诚顾客视角  

An Empirical Study on the Mechanism of Loyal Customers Resisting Competitive Marketing Persuasion

作　　者：陆卫平[1] 

机构地区：[1]浙江外国语学院国际工商管理学院,浙江杭州310023

出　　处：《经济经纬》2010年第4期107-112,共6页Economic Survey

基　　金：温州市科技计划项目(R20090098)

摘　　要：消费者行为研究证实有显著品牌忠诚的顾客会对外来的竞争性营销说服信息进行抵制。笔者以国内皮鞋行业和皮鞋品牌为实验背景探索了发生这种抵制现象的内在机理。实证研究发现存在一个"两层面"的说服抵制模型:在面对竞争性营销说服信息时,有显著品牌忠诚的顾客先是利用第一层"偏好性拒绝模式"来进行抵制;当"偏好性拒绝模式"失灵时,又会利用第二层"最小化影响模式"和"属性相对权重模式"来进行抵制。Studies on consumer behavior show that customers with obvious brand loyalty will resist other competitive marketing persuasion information. The author chooses the leather shoe industry and leather shoe brands as the target of experiment and explores the intrinsic mechanism for the resistance. The empirical research finds that there is a two - level model of resistance to marketing persuasion. When facing to competitive marketing persuasion, the customers with brand loyalty firstly use the ＂rejection mode of preference＂ to resist the information; when the ＂ rejection mode of preference＂ fails, then they will use the ＂mode of minimizing impact＂ and the ＂mode of relative weighting of attribute＂ to resist the information.

关 键 词：忠诚顾客 竞争性营销说服信息 营销说服抵制 机理研究 

分 类 号：F713.50[经济管理—市场营销]