产品参与度对会员重购及口碑传播的影响  

The Influence of Product Involvement Degree on Member Re-purchase and Word-of-mouth

作　　者：苏钰[1] 

机构地区：[1]天津商业大学商学院,天津300134

出　　处：《华东经济管理》2011年第9期123-126,共4页East China Economic Management

基　　金：天津市哲学社会科学研究规划资助项目(TJGL08-103)

摘　　要：文章采用2×4实验设计,研究了产品参与度对会员卡价值、会员信息搜寻意愿和行为、会员重购行为及会员口碑传播意愿方面的影响。研究表明顾客对高参与产品会员卡的顾客价值评价高于低参与产品会员卡的顾客价值评价;高参与产品会员的信息搜寻意愿高于低参与产品会员信息搜寻意愿,但信息搜寻行为不具有差异性;高参与和低参与产品会员都更倾向于购买会员卡产品;高参与产品会员向他人推荐会员产品的意愿强于低参与产品。Using the method of 2×4 experiment, the paper researches the influence of product involvement degree on the loyalty card value, information search willingness, information search behavior and Word-of- Mouth willingness of members. The results indicate that customer value evaluation of high involvement degree product is higher than customer value evaluation of lower involvement degree product, information search willingness of high involvement degree product is higher than information search willingness of lower involvement degree product, but it has no difference between information search behavior of high involvement degree product and of lower involvement degree product, members of both involvement degree product are inclined to buy loyalty card product and Word-of- Mouth willingness of high involvement degree product member is stronger than that of lower involvement degree product member.

关 键 词：产品参与度 重购 信息搜寻 口碑 

分 类 号：F274[经济管理—企业管理]