感官体验视角下顾客重复购买意愿影响研究  

Research on the Influence of Customers’ Willingness to Repeat Purchase from the Perspective of Sensory Experience

作　　者：姜宝山 孟迪 JIANG Baoshan;MENG Di(College of Economics and Management, Shenyang Aerospace University, Shenyang 110136, China)

机构地区：[1]沈阳航空航天大学经济与管理学院

出　　处：《科学与管理》2019年第5期53-59,共7页Science and Management

基　　金：国家自然科学基金青年项目(71402105)

摘　　要：随着“互联网+”的兴起,感官营销战略在O2O领域越来越受到企业和西方学者的关注,但国内学者对其重视程度略有不足。在感官体验视角下,结合期望确认理论,通过问卷收集数据并结合结构方程模型,运用SPSS和Amos实证分析了感官营销对重复购买意愿的影响。结果表明味觉感官体验对满意度和重复购买意愿有一定的正面影响;视觉感官体验正向影响味觉感官体验且对满意度的影响显著;顾客的体验价值对信任有一定的正向影响并且通过满意度正向影响顾客的重复购买行为。因此,外卖平台应注重通过不断创新升级食品质量,增强顾客体验,最终提高顾客的重复购买意愿,同时也为外卖平台的可持续发展提供了理论和实践的经验借鉴。With the introduction of "Internet +", the sensory marketing strategy has attracted more and more attention from enterprises and western scholars in the O2O field, but domestic scholars pay little attention to it. Based on the perspective of sensory experience, combined with the expectation confirmation theory, this paper collects data based on questionnaires and uses structural equation modeling to empirically analyze the influence of sensory marketing on repeat purchase intention. The results show that the taste sensory experience has a positive impact on satisfaction and repeated purchase intention;the visual sensory experience positively affects the taste sensory experience and has a significant impact on satisfaction;the customer experience value has a positive impact on trust and is satisfied. Degree positively affects customers' repeated purchase behavior. Therefore, the take-out platform should focus on continuously improving the quality of food, enhancing the customer experience, and ultimately improving the customer's willingness to purchase repeatedly,at the same time, this article provides theoretical and practical experience for the sustainable development of the take-out platform.

关 键 词：感官营销 期望确认 外卖平台 重复购买意愿 

分 类 号：F272.3[经济管理—企业管理]