消费体验对品牌忠诚的影响机理研究——以东风悦达起亚汽车为例  

Research on Consumption Experience's Effect Mechanism to Brand Royalty——Take Dongfeng Yueda KIA Auto Co.,Ltd as An Example

作　　者：赵梦媛[1] 肖立[1] 

机构地区：[1]盐城工学院经济学院,江苏盐城224051

出　　处：《盐城工学院学报（社会科学版）》2015年第2期39-43,共5页Journal of Yancheng Institute of Technology（Social Science Edition）

基　　金：2013国家社会科学基金项目(13BTJ017);江苏省商务厅重点项目(JSDOC1410);江苏省社科联研究(文化精品)项目(13SWC-067)

摘　　要：随着国内汽车市场飞速发展,越来越多的汽车生产经营企业将"全面开展消费体验,提升品牌忠诚度"作为企业战略管理的重要组成部分。经过十多年的发展,东风悦达起亚在品牌力、产品力、服务力方面都已迈上了新的台阶。运用结构方程模型对东风悦达起亚汽车消费体验和品牌忠诚之间的关系进行研究与分析。研究显示:服务体验、投资回报体验、企业社会责任体验对汽车品牌忠诚影响显著。其中,投资回报体验影响程度最强,企业社会责任体验影响次之。而情绪体验、功能体验与情境体验对汽车品牌忠诚无显著影响。As the auto market developing rapidly, more and more auto companies bring a new component to their strategic manage- ment concept. The core content of it is to launch consumption experience with full efforts in order to promote brand royalty. De- veloped for decades, the brand strength, product force and service ability of Dongfeng Yueda KIA is now reaching a new stage. At the same time, the author also applies empirical research method of structural equation mode to study and research the relation- ship between consumption experience and brand loyalty. Research shows that service experience, investment retaliate upon con- sumption experience, corporate social responsibility experience of Dongfeng Yueda KIA automotive have a significant effect on consumer brand loyalty. ROI consuming experience has the greatest influence and the experience of enterprises＇ social responsi- bilities holds the second place. While emotional experience, functional experience and contextual experience have little impact on car brand loyalty.

关 键 词：消费体验 品牌忠诚 结构方程模型 

分 类 号：F713.56[经济管理—市场营销]