冲动购买对零售商和生产商忠诚的影响  

A Study about the Effect of Impulsive Purchasing on Customer Loyalty to Retailer and Producer

作　　者：张运来[1] 庞毅[1] 张永[1] 

机构地区：[1]北京工商大学商学院,北京100048

出　　处：《商业研究》2011年第11期207-211,共5页Commercial Research

基　　金：北京市教委北京批发研究基地建设项目;北京工商大学青年基金项目<冲动型购买后满意归因对顾客满意度及忠诚的影响研究>的阶段性成果

摘　　要：目前零售商和生产商关注的是如何激发冲动性购买以增加产品销售量,但却忽视了激发冲动性购买对其忠诚的影响。本文在借鉴相关研究的基础上,构建了冲动购买通过影响引发消极情绪进而影响顾客忠诚的过程模型,证实冲动性购买程度与失望、后悔正相关;顾客失望同时消极影响其对零售商和生产商的忠诚;对时间后悔、地点后悔消极影响对零售商忠诚;对产品后悔仅消极影响对生产商忠诚。Now retailers and producers paid attention to how to stimulate impulse buying（IB） to increase product sales in short-term,but neglected the damage of IB to customer loyalty in the long run.Firstly,we put forward a process model which showed how IB affected customer loyalty based on related research.Then confirmed that IB was positively correlated with disappointment regret and disappointment negatively impacted loyalty to producer and retailer both,regret to time and place passively affected loyalty to retailer,regret to product negatively influenced loyalty to producer only.Negative evaluations mediated during IB′s impact on loyalty.

关 键 词：冲动性购买 后悔 失望 忠诚 

分 类 号：F279.14[经济管理—企业管理]