品牌关系、消费价值对品牌忠诚度的影响  

作　　者：俞林[1,2] 孙明贵[1] 

机构地区：[1]东华大学旭日工商管理学院 [2]无锡职业技术学院经济管理学院

出　　处：《企业经济》2014年第3期11-14,共4页Enterprise Economy

基　　金：国家社科基金项目"区际产业转移及其对区域经济关系的影响"(批准号:10BJL044);教育部人文社科项目"怀旧消费的唤起及其作用机理研究"(批准号:10YJC630399);2013年度江苏省高校哲学社会科学基金项目"消费者对碳标签食品的认知及支付意愿研究"(批准号:2013SJB6300092)

摘　　要：本文以手机为研究对象,通过问卷调研和深度访谈法构建了消费者品牌忠诚度的影响因素模型,运用结构方程模型实证探讨了消费者品牌忠诚度的影响因素,得出了这些影响因素之间的相互关系,即:功能价值负向影响工具型关系,对情感型关系有一定正向影响,但不显著;情感型关系受情感价值正向影响,两者存在较强线性关系,但与工具型关系不显著;财务价值同时正向影响情感型和工具型关系;工具型关系分别正向、负向影响行为忠诚、态度忠诚;态度忠诚正向影响行为忠诚。Based on brands of mobile phone, this paper constructs the influencing factor model of consumer brand loyalty through the questionnaire survey and the depth interview method, and uses the structural equation model to analyze the influencing factors of consumer brand loyalty as to get the relations of these factors. The empirical research explores a number of useful findings： functional value has a negative effect on tool relationship, and has an insignificantly positive influence on emotional rela- tionship; with a strong linear relationship, emotional value has a positive effect on emotional relationship, but an insignificant relationship with tool relationship; financial value has a positive effect both on emotional and functional relationships; fur- thermore, functional relationship has a positive effect on behavior loyalty and a negative effect on attitude loyalty; attitude loyalty has a positive effect on behavior loyalty.

关 键 词：结构方程模型 消费价值 品牌关系型态 品牌忠诚 

分 类 号：F272.3[经济管理—企业管理]