The research on the relationship between consumer attitudes and loyalty index: Degree of Satisfaction is Mediator Variable

摘要

This article will divide the consumer attitude into the hedonism and utilitarianism meanwhile dividing the satisfaction degree into decision-making and purchasing based on purchase phase, then studying the correlation among the above 4 points and loyalty index. Firstly, we get the measurement scale of the consumer hedonism/utilitarianism attitudes and decision-making satisfaction degree and purchase satisfaction degree and loyalty index based on the literature information and depth interview, and then putting forward a revised formal questionnaire through the pre-test data reliability analysis. After formal questionnaire issuing and data collecting which is use for the reliability testing and confirmatory factor analysis, we use the structural equation modeling software to simulate model parameters, and ultimately test the research hypothesis through the path analysis.