在不同消费经历中消费情绪对品牌忠诚的影响机制分析

摘要

消费情绪在消费者购后行为中扮演着重要的角色，以往研究主要针对产品属性和商店环境引发的消费情绪与购后行为的关系，文章在文献回顾的基础上，对消费经历进行了分类，并提出了不同消费经历中由营销传播活动引发的消费情绪与品牌信任、品牌情感和品牌忠诚关系的假设，定量研究(问卷调查)的结果表明：由营销传播活动引发的消费情绪对品牌信任和品牌情感有直接影响，并借助这两个中间变量对品牌忠诚产生间接影响，这些影响在不同的消费经历中有所不同。%Consumption emotions play an important role in consumer post-purchase behavior.Former Research mainly aimed at the relationships between consumption emotions, which are elicited by product attribute and retail environment,and post-purchase behavior.Based on the literature review,the paper sort the consumption experiences and put forward hypothesis to depict the relationships between consumption emotions,which are elicited by marketing communication behavior, and brand trust, brand affect and brand loyalty. The results of quantitative research (questionnaire)indicate that these consumption emotions have directly influence on brand trust and brand affect,and have indirectly influence on brand loyalty mediated by brand trust and brand affect,moreover,these influence changes with consumption experiences.Finally the authors discuss the managerial implications of these results and give a prospect on the further study in this field.