消费者产品涉入与品牌转换:顾客满意的中介效应  

Product Involvement and Brand Switching in China: The Mediating Effects of Customer Satisfaction

作　　者：桑辉[1] 郭晓薇[1] 

机构地区：[1]上海对外贸易学院工商管理学院,上海200062

出　　处：《浙江工商大学学报》2012年第6期56-63,共8页Journal of Zhejiang Gongshang University

基　　金：国家自然科学基金项目"消费者产品涉入对品牌转换行为的影响:中介效应模型与调节效应模型的实证检验"(71102177);上海教委重点学科建设项目(J51202)

摘　　要：消费者的品牌转换行为对企业的经营管理影响巨大,了解其前因变量对控制此类行为至关重要。本研究着眼于消费者产品涉入,探索其对品牌转换的预测效应,以及顾客满意在两者间的中介效应。通过对409名大学生的问卷调研,采用相关分析、验证性因子分析、结构方程建模等统计方法进行假设检验。结果显示,消费者产品涉入对品牌转换存在显著的负向预测效应,顾客满意完全中介消费者产品涉入与品牌转换之间的关系。The brand switching behaviors show significant effects on the companies, and it is essential to understand its antecedents to control such behavior. Using data collected from 409 students of a university in Shanghai, the current study fo- cused on exploring the predicting effects of product involvement on brand switching and the mediating effects of customer satis- faction between product involvement and brand switching. Correlation analysis, confirmatory factor analysis and structural equa- tion modeling were used to test the hypotheses. The results showed product involvement had significant negative impacts on brand switching and customer satisfaction mediated the relationships of product involvement and brand switching.

关 键 词：产品涉入 品牌转换 顾客满意 

分 类 号：F713[经济管理—产业经济]