大学生牛奶消费体验与品牌忠诚研究  

Study on Milk Consumption Experience and Brand Loyalty of College Student

作　　者：杨菊湘 肖立[1] 汤晓明[1] 

机构地区：[1]盐城工学院经济与管理学院,江苏盐城224051

出　　处：《盐城工学院学报（社会科学版）》2014年第3期41-46,共6页Journal of Yancheng Institute of Technology（Social Science Edition）

基　　金：2013国家社科基金项目(13BTJ017);2013江苏省社科研究(文化精品)课题(13SWC-067)

摘　　要：随着时代的进步,消费者的需求与消费特性发生明显变化,越来越多的消费者开始关注附加在产品或服务上的消费体验。运用SPSS和LISREL统计分析软件就大学生的牛奶消费体验对品牌忠诚影响展开分析。研究显示,大学生牛奶消费中感觉消费体验、行为消费体验以及投资回报消费体验直接影响品牌忠诚度;而情感情绪消费体验、关系消费体验和思考消费体验则对品牌忠诚影响不明显。With the development of the times, the eomsumer demand and consumption features has changed significantly, which results in more and more consumers begin to pay attention to consumption experience attached to product and service. In this paper, with SPSS and LISREL software, an empirical analysis is used to identify the impact of consumer experience on brand loyalty. It shows that the factors, such as perveived, behaviour and return on investment of consumption experience direct influence brand loyalty, however, the effects of emotion, relationship and thinking consumption experience are not obvious.

关 键 词：牛奶消费 消费体验 品牌忠诚 结构方程模型 

分 类 号：F279.14[经济管理—企业管理]