消费者价值与消费者忠诚的关系研究——以手机行业为例

摘要

本文探讨了手机行业消费者价值和消费者忠诚之间的关系，以期为新形势下的企业发展提供新的思路。消费者忠诚可以通过再购买意愿、价格敏感度和口碑传播三个维度进行衡量，但是企业在消费者忠诚的各个方面表现并不一致。根据Kotler的消费者价值理论，消费者价值可以细分为产品价值、服务价值、人际价值、形象价值和消费者感知成本。于是，本文提出假设并试图验证:消费者价值的各个组成部分对消费者忠诚不同维度的实现有显著的影响。
　　本文通过SPSS10.0软件对141名受访者进行了调查。研究发现，消费者价值对消费者忠诚有积极的影响，影响程度由强及弱分别为形象价值、感知成本、产品价值、服务价值和人际价值。产品价值和形象价值对消费者的重复购买意愿，感知成本和形象价值对消费者的价格敏感度，以及服务价值、感知成本、产品价值和人际价值对消费者的口碑传播行为都有显著的正向影响。
　　通过对典型行业的研究，可以丰富现有的理论，为行业内企业提供一定的参考和借鉴。手机行业内的企业可以通过针对性的提高消费者的感知价值，影响不同维度的消费者忠诚。

目录

声明

Acknowledgments

摘要

Abstract

LIST OF TABLES

LIST OF FIGURES

Contents

Chapter One Introduction

1．Research Background

2．Research Purpose and Significance

2．1 Research Purpose

2．2 Research Significance

3．Layout of the Paper

Chapter Two Literature Review

1．Consumer Value

1．1 Definitions of Consumer Value

1．2 Components of Consumer Value

2．Consumer Loyalty

2．1 Definitions of Consumer Loyalty

2．2 Measurement of Consumer Loyalty

3．Consumer Value and Consumer Loyalty

3．1 Theoretical Research

3．2 Empirical Research

4．Research to be Conducted in this Paper

Chapter Three Methodology

1．Consumer Value in Mobile Phone Industry

2．Research Model and Hypotheses

2．1 Research Model

2．2 Research Hypotheses

3．Research Design

3．1 Questionnaire Design and Data Collection

3．2 Questionnaire Construction

4．Data Analysis Methods

Chapter Four Data Analysis

1．Demographic Characteristics

2．Validity and Exploratory Factor Analysis

2．1 Factor Analysis of Consumer Value

2．2 Factor Analysis of Consumer Loyalty

3．Reliability Analysis

5．Correlation Analysis

6．Multiple Regression Analysis

6．1 Hypothesis Test of the Effect of Consumer Value on Consumer Loyalty

6．2 Hypothesis Test of the Effect of Consumer Value on Consumer Loyalty(Re-purchase Intention)

6．3 Hypothesis Test of the Effect of Consumer Value on Consumer Loyalty(Price Insensitivity)

6．4 Hypothesis Test of the Effect of Consumer Value on Consumer Loyalty(Word-of-mouth Communication)

Chapter Five Conclusions and Implications

1．Research Conclusions

2．Research Implications

3．Limitations and Future Research

References

Appendices