基于服装品牌形象感知的消费者忠诚度影响因素分析  

Analysis on Influencing Factors of Consumer Loyalty Based on Clothing Brand Image Perception

作　　者：李炅 陈李红[1] 严新锋[2] LI Jiong;CHEN Lihong;YAN Xinfeng(School of Textiles and Fashion,Shanghai University of Engineering Science,Shanghai 201600,China;International Culture Exchange School,Donghua University,Shanghai 200051,China)

机构地区：[1]上海工程技术大学纺织服装学院,上海201600 [2]东华大学国际文化交流学院,上海200051

出　　处：《服装学报》2021年第2期175-181,共7页Journal of Clothing Research

基　　金：国家自然科学基金项目(71704102);东华大学人文社科预研究项目(218-10-0108019)。

摘　　要：通过探究ABC态度模型与消费者认知忠诚、情感忠诚、意向忠诚和行为忠诚的关联,阐释影响消费者忠诚度的微观机制。同时,以国内外品牌形象测评模型和消费者忠诚度模型作为主要依据,采用问卷调查的方法,实证检验品牌形象感知对以上4种忠诚度的影响。结果表明:品牌识别形象、企业形象、产品形象对认知忠诚影响显著;品牌识别形象、产品形象、店面服务形象对情感忠诚影响显著;品牌识别形象、店面服务形象、企业形象对意向忠诚和行为忠诚影响显著。By exploring the relationship between ABC attitude model among consumers'cognitive loyalty,affective loyalty,conative loyalty and action loyalty,the micro-mechanism of the formation of consumer loyalty was explained in this paper.Based on domestic and foreign brand image evaluation model and consumer loyalty model,the impact on the four kinds of loyalty of consumers'fashion brand image perception were researched by questionnaire survey method.The result shows that brand recognition image,enterprise image and product image have significant influence on cognitive loyalty,brand recognition image,product image and store service image have significant influence on affective loyalty,brand recognition image and enterprise image have significant influence on conative loyalty;brand recognition image,enterprise image and store service image have significant influence on action loyalty.

关 键 词：服装品牌形象 ABC态度模型 认知忠诚 情感忠诚 意向忠诚 行为忠诚 

分 类 号：F768.3[经济管理—产业经济] TS941.1[轻工技术与工程—服装设计与工程]