摘要
已有消费者动态度满意的研究大多以日用消费品为研究对象,较少关注耐用消费品。本文构建了一个耐用消费品产品属性偏好对消费者动态满意度的影响机制模型。采用问卷调查法,收集了218位大众汽车车主的消费数据,进行层级回归分析,研究结果表明:偏好功能属性的消费者动态满意度水平保持得较好;偏好象征属性的消费者的动态满意度水平随时间下降得较快;消费者在使用过程中的情绪反应对消费者动态满意度有显著负向影响,且在产品属性偏好与消费者动态满意度的关系中起到了部分中介作用。最后,本文建议:耐用消费品企业应该改变营销理念,更加关注消费者的动态满意度,通过增强功能属性的变动性、正确引导消费者的产品属性偏好、建设同品牌消费者互动社区的方法来减缓消费者的享乐适应速度,从而增强消费者的动态满意度。研究结论不仅能为消费者理智消费提供正确指导,也为耐用消费品企业改变营销理念、制定恰当的营销战略提供有价值的参考。
Extant research on consumer dynamic satisfaction has mainly focused on consumer goods instead of durable goods. The study establishes a model to explain the effect mechanism of attribute preference of durable consumer goods on consumer longitudinal satisfaction. This paper selects samples of 218 customers who have purchased VOLKSWAGEN cars from Shanghai. Hierarchical regression analyses on the research data shows that: symbolic attribute preference has a significant negative effect on consumer longitudinal satisfaction, while instrumental attribute preference has a significant positive effect on consumer longitudinal satisfaction; consumer emotion adaption in the use process has a significant negative effect on consumer longitudinal satisfaction; and consumer emotion adaption plays a partly mediating role on the relationship be- tween consumer attribute preference and consumer longitudinal satisfaction. Finally, managerial suggestions are provided: the enterprises for durable goods should change their marketing wisdom and pay more attention to consumers' dynamic satisfaction. The consumers' dynamic satisfaction could be enhanced through slowing consumer hedonic adaptation rate by increasing the functional properties change, properly guiding the consumer product attribute preference, and constructing brand interactive community for consumers. The research conclusions could provide not only the beneficial guidance for the rational consumption, but also a valuable reference for the enterprises of consumer durables to modify their marketing concepts and formulate appropriate marketing strategies.
出处
《企业经济》
CSSCI
北大核心
2017年第10期35-41,共7页
Enterprise Economy
基金
国家自然科学基金项目"产品属性和消费行为变动性对顾客动态满意的影响机制研究--享乐适应的视角"(项目编号:71272124)
国家自然科学基金项目"基于工具象征框架的小微企业营销绩效研究:顾客合法性感知视角"(项目编号:71302160)
中央高校基本科研业务费项目"象征性行动及市场导向对企业绩效的影响研究"(项目编号:222201422009)
关键词
产品属性偏好
享乐适应
消费者满意度
象征属性
功能属性
product attribute preference
hedonic adapfion
consumer dynamic satisfaction
symbolic attribute
instrumental attribute