赠品感知价值对顾客忠诚的影响

Acta Metallurgica Sinica(English letters) ›› 2012, Vol. 14 ›› Issue (5): 92-.

赠品感知价值对顾客忠诚的影响

（1 北京邮电大学经济管理学院，北京100876； 2 武汉科技大学管理学院，湖北武汉430081）

出版日期:2012-10-31
基金资助:
国家自然科学基金项目（71172087）

Influence of Perceived Gift Value on Customer Loyalty

(1 School of Economics and Management, Beijing University of Posts and Telecommunications,
Beijing 100876, China;2 School of Management, Wuhan University of Science and Technology,
Wuhan 430081, China)

Online:2012-10-31

摘要/Abstract

摘要：

从顾客感知赠品促销的价值出发，构建了一个以顾客感知的赠品价值（实用性价值和享乐性价值）为前导变量，以顾客满意、顾客信任为中介，以顾客忠诚为结果的概念模型。通过实证分析发现，实用性价值和享受性价值均对顾客忠诚没有直接显著的影响；顾客满意与顾客信任是影响顾客忠诚的基础和关键因素，是解释实用性价值与享受性价值影响顾客忠诚的中介变量。其中：实用性价值会直接影响到顾客满意，进而影响顾客信任并最终影响顾客忠诚；实用性价值对顾客信任没有显著的影响。享乐性价值会直接影响到顾客信任，进而影响顾客忠诚；享乐性价值对顾客满意没有显著的影响，顾客满意是顾客信任的前因。

关键词: 实用性价值, 享乐性价值, 顾客满意, 顾客信任, 顾客忠诚

Abstract:

From the customer perceived gift value (including utilitarian value and hedonic value), this paper builds up a concept model, which takes utilitarian value and hedonic value as leading variables, takes customer satisfaction and customer trust as intermediary variables, and takes customer loyalty as the results variables The empirical analysis shows that utilitarian value and hedonic value have no direct significant impact on customer loyalty Customer satisfaction and customer trust are the basis and key factor of affecting customer loyalty and they are also the intermediary variables of explaining utilitarian value and hedonic value affecting customer loyalty Utilitarian value has a direct impact on customer satisfaction, and thus affects customer trust and ultimately customer loyalty, but has no direct significant impact on customer trust In contrast, hedonic value has direct significant impact on customer trust, and thus affects customer loyalty, but has no direct significant impact on customer satisfaction Customer satisfaction is the antecedent variables of customer trust

Key words: utilitarian value, hedonic value, customer satisfaction, customer trust, customer loyalty

中图分类号:

F71356

吴世军1，2，金永生1，陈涛2，鲁微2. 赠品感知价值对顾客忠诚的影响[J]. Acta Metallurgica Sinica(English letters), 2012, 14(5): 92-.

WU Shi-jun1，2, JIN Yong-sheng1, CHEN Tao2，LU Wei2. Influence of Perceived Gift Value on Customer Loyalty[J]. Acta Metallurgica Sinica(English letters), 2012, 14(5): 92-.

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