摘要
互联网的快速发展为消费者网络购物提供了方便,而商家为了吸引消费者通常都会开展大幅度而频繁的促销活动,这必然会增加消费者预期心理的形成。通过引入促销预期,建立其与感知价值和品牌忠诚度作为潜变量的结构方程模型(SEM),以网络服装购物为例,分析三者之间的因果关系。结果显示,促销预期对感知价值以及感知价值对品牌忠诚度都有显著的正向影响,而促销预期对品牌忠诚度的影响不显著。在对结果进行解释的同时也为未来的研究提供了可能的方向。
The development of internet makes shopping online convenient to do for consumers. The dealers usually start large-scale promotions to catch consumers eyes,which obviously increase the formation of expectations of consumers. This paper attempts to construct SEM model of consumer promotion expectations,perceived value and brand loyalty that served as latent variables to analyze causal relationship between them with the example of purchasing clothes online. The results show that consumer promotion expectations has direct positive effect on perceived value,as well as perceived value to brand loyalty. But the relationship between perceived value and brand loyalty is not significant. Finally,this paper not only gives the explanation of the results but also provides the possible direction for future research.
出处
《科技与管理》
2016年第3期85-89,共5页
Science-Technology and Management
关键词
网络环境
促销预期
感知价值
品牌忠诚度
internet environment
consumer promotion expectations
perceived value
brand loyalty
