购买习惯与态度忠诚的混淆与辨析  

Analysis on the Confusions and Correlations Between Purchase Habit and Attitudinal Loyalty

作　　者：杜立婷[1] 

机构地区：[1]天津工业大学文法学院传媒艺术系

出　　处：《理论与现代化》2015年第3期95-101,共7页Theory and Modernization

基　　金：天津市哲学社会科学规划项目"消费习惯与消费者态度忠诚的关联性研究";批准号:TJGL13-017

摘　　要：鉴于消费者购买习惯与态度忠诚易被混淆且受关注程度不均的现状,本文基于已有文献,对购买习惯与态度忠诚的概念界定、形成机制、引发机制、行为表现和改变机制等诸多视角进行比较。消费者购买习惯和态度忠诚虽然在行为表征上均体现为重复性的购买行为,但两者存在本质差异,学界和业界应对此有清楚的辨析,不宜混淆两者的区别。同时,消费者在执行重复性购买行为时,购买习惯与态度忠诚的作用力此消彼长,两者之间的关联性亦需在未来研究中加强关注。Due to the confusion of purchase habit and attitudinal loyalty in both practical and academic areas, this paper aims to systematically compare the two constructions in terms of definition, developmental process, initial mechanism, be- havioral characterization and persistence mechanism. We found that there are essential differences between the purchase habit and attitudinal loyalty although they superficially cause the same behavioral outcomes. Therefore, it is necessary for companies and scholars to pay more attention on the differences between purchase habit and attitudinal loyalty, as well as the mutuality of them.

关 键 词：购买习惯 态度忠诚 混淆 辨析 

分 类 号：F270[经济管理—企业管理]