消费者的风险规避性及其对满意度的影响  

The Influence Consumers' Risk Aversion with Its Satisfaction

作　　者：孙明贵[1] 

机构地区：[1]东华大学旭日工商管理学院,上海200051

出　　处：《商业经济与管理》2015年第10期50-56,共7页Journal of Business Economics

基　　金：广义虚拟经济研究专项项目"广义虚拟体验环境下群体怀旧的形成机理及其消费行为研究"(GX2011-1008(Y))

摘　　要：文化差异性是影响顾客满意度的重要因素,文化差异具体反映在消费者对待风险的态度倾向上,因此在经典的顾客满意度模型中增加风险规避倾向对于开展顾客满意度比较研究具有重要价值。文章通过风险规避性变量的加入,构建顾客满意度的扩展理论模型,并分别从产品和服务两种类型上验证风险规避倾向对顾客满意度的影响。研究结果表明感知质量、感知价值和企业形象与顾客满意度之间存在正向影响关系,而风险规避倾向以这些因素为中介发挥间接影响。The cultural differences are important factors affecting satisfaction with customer, which specifically reflected in con- sumer attitudes to risk propensity. This paper models a way of considering increasing the risk aversion in the classical model of cus- tomer satisfaction, applicable to customer satisfaction for the conduct comparative research has important value. The purpose of pa- per is building a theoretical model of customer satisfaction extension, by which adding risk aversion variablesand verify the impact of risk aversion on customer satisfaction, respectively from products and services. The results show that perceived quality, perceived value and corporate image exists a positive impact with customer satisfaction, while risk aversion play an indirect effects roleon these factors exert mediated.

关 键 词：顾客满意度 风险规避 消费者态度 

分 类 号：F713.50[经济管理—市场营销]