消费体验对零售商品牌资产影响的实证研究  

The Empirical Research about the Effect of Consumption Experience to Retailer Brand Equity

作　　者：杨建华[1] 

机构地区：[1]暨南大学管理学院,广东广州510632

出　　处：《暨南学报（哲学社会科学版）》2015年第12期38-47,161,共10页Jinan Journal(Philosophy and Social Sciences)

基　　金：教育部人文社会科学研究项目<新媒体和传统媒体广告对品牌资产影响的协同机制研究>(批准号:10YJA630183)

摘　　要：随着体验经济时代的到来,体验已经成为人们生活和消费的重要组成部分。以珠三角购物中心为例,探究消费体验、体验价值和零售商品牌资产的关系,并集中研究了各个体验价值维度对零售商品牌资产不同维度的影响程度。结果发现,个人体验和共享体验对体验价值有不同程度的影响;功能性、享乐性和社会性等体验价值维度对零售商品牌资产(零售商认知/联想、零售商感知质量、零售商忠诚)维度具有不同程度的影响。With the era of experience economy's advent,experience has become an important part of people's life and consumption. This article takes Pearl River Delta's shopping center as an example,and attempts to explore the relationship between consumer experience,experience value and retailer brand equity. What's more,the research also wants to explore the impact of various dimensions of experience value on different dimensions of the retailer brand equity. The results found that personal experience and share experience have different degrees of influence on experience value;Functional,hedonic and social experience have different influence in retailer brand equity( cognitive / retailer association,retailer perceived quality,retailer loyalty).

关 键 词：消费体验 消费体验价值 品牌资产 零售商品牌资产 

分 类 号：F713.5[经济管理—市场营销]