| 奢侈品牌购买价值下消费者忠诚研究 |
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| 引用本文： | 姜凌,周庭锐,王成璋.奢侈品牌购买价值下消费者忠诚研究[J].软科学,2009,23(10):50-54. |
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| 作者姓名： | 姜凌 周庭锐 王成璋 |
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| 作者单位： | [1]西南交通大学经济管理学院,成都610031 [2]中国人民大学商学院,北京100872 |
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| 基金项目： | 国家自然科学基金项目 |
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| 摘 要： | 以427位路易威登消费者为样本,实证研究表明:消费者感知的奢侈品牌购买价值越强,其品牌忠诚越强;以2种购买价值倾向聚类的4型消费者,在购买次数、口碑推荐意愿与品牌重购意愿上存在显著差异;其中,高社会导向价值倾向的消费者,购买次数与重购意愿负向相关;高个人导向价值倾向的消费者,购买次数与重购意愿正向相关。
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| 关 键 词： | 奢侈品牌 购买价值 品牌忠诚 口碑推荐 重购意愿 |
The Effect of Luxury Band Purchase Value on Consumer Loyalty |
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| Abstract: | Using 427 consumers of Louis Vuitton as samples,this paper analyzes the effect of luxury band purchase value on consumer loyalty.The empirical result shows that purchase value has positively significant effect on luxury-brand loyalty.K-Means Cluster shows 4 clusters,and the difference of purchasing activity,word-of-mouth and repurchase intention is significant.The consumer of high score on social-oriented value purchasing activity is negative correlated to repurchase intention,but the consumer of high score on personal-oriented value purchasing activity is positive correlated to repurchase intention. |
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| Keywords: | luxury brand purchase value brand loyalty Word-of-Mouth repurchase intention |
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