智能手机顾客体验对顾客忠诚的影响——基于感知利得与感知利失的双中介视角  

Influence of Customer Experience of Smartphone on Customer Loyalty:A Double Intermediary Perspective Based on Perceived Gain and Perceived Loss

作　　者：程春[1] CHENG Chun(School of Management,Yang’en University,Quanzhou Fujian 362014,China)

机构地区：[1]仰恩大学管理学院,福建泉州362014

出　　处：《北京航空航天大学学报（社会科学版）》2021年第5期81-91,共11页Journal of Beijing University of Aeronautics and Astronautics：Social Sciences edition Edition

基　　金：福建省软科学项目(2019R0095);福建省高校杰出青年科研人才培育计划(闽教科〔2017〕52号)。

摘　　要：在体验经济背景下,如何通过顾客体验来提高顾客忠诚是企业关注的重要问题。基于计划行为理论,将顾客体验分为感官体验、情感体验、思维体验、行动体验和关联体验五种形式,引入感知利得和感知利失双中介变量,探究各种体验形式对顾客忠诚的影响。通过问卷调查法对智能手机消费者搜集数据,运用验证分析、相关分析、回归分析等多种分析方法对假设进行验证。研究结果表明:顾客体验对顾客忠诚有显著的正向影响,感知利得和感知利失在顾客体验与顾客忠诚之间起部分中介作用;各种形式的顾客体验对顾客忠诚的影响程度存在差别,其中行为体验和关联体验对顾客忠诚有显著的正向影响,感官体验、情感体验和思维体验对顾客忠诚的影响不显著;感知利得在行动体验与顾客忠诚之间起完全中介作用,感知利得在关联体验与顾客忠诚之间起部分中介作用,而感知利得在感官体验、情感体验和思维体验与顾客忠诚之间没有中介作用;感知利失在行动体验与顾客忠诚之间起部分中介作用,而感知利失在感官体验、情感体验、思维体验和关联体验与顾客忠诚之间没有中介作用。在此基础上,以期为管理实践提出相关建议。Under the background of experience economy,how to improve customer loyalty through customer experience is an important issue that enterprises pay attention to.Based on the planned behavior theory,this paper divides customer experience into five forms:sensory experience,emotional experience,thinking experience,action experience and revelance experience.The double mediating variables of perceived gain and perceived loss are introduced to explore the influence of various experience forms on customer loyalty.Through questionnaire survey,data are collected from smartphone consumers,and various analytical methods such as verification analysis,correlation analysis and regression analysis are used to verify the hypothesis.The results show that customer experience of smartphones has a significant positive impact on customer loyalty,and perceived gain and perceived loss play a part in mediating the relationship between customer experience and customer loyalty.Different forms of customer experience have different degrees of influence on customer loyalty,among which action experience and revelance experience have significant positive influence on customer loyalty,while sensory experience,emotional experience and thinking experience have no significant influence on customer loyalty.Perceived gain plays a complete mediating role between action experience and customer loyalty,and plays a partial mediating role between related experience and customer loyalty,but plays no mediating role between sensory experience,emotional experience,thinking experience and customer loyalty.Perceived loss plays a partial mediating role between action experience and customer loyalty,but plays no mediating role between sensory experience,emotional experience,thinking experience,relational experience and customer loyalty.Some suggestions are then put forward for management practice.

关 键 词：顾客体验 顾客忠诚 感知价值 感知利得 感知利失 

分 类 号：C939[经济管理—管理学] F274