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On linking socioeconomic status to consumer loyalty behaviour

机译:将社会经济地位与消费者忠诚度行为联系起来

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This study provides novel insights into the way loyalty behaviour to the performing arts is formed. Research in this area has predominantly relied on either demographics or motives to understand audience behaviour and we have provided a theoretically robust explanation for the psychological processes that connect occupation, income and education (SES) to loyalty. Based on a sample of 196 concert attendees aged between 20 and 50, and using an adapted a model of motivation, we showed that basic psychological need (BPN) satisfaction plays a pivotal role in transferring the effects of SES to loyalty for this important demographic through utilitarian and hedonic attitudes. These findings highlight the importance and potential application of a universal needs concept for expanding and deepening consumer behaviour theory. The implications of the findings for research and practice are addressed throughout and the study concludes with recommendation for further research.
机译:这项研究提供了对表演艺术忠诚行为形成方式的新颖见解。该领域的研究主要依靠人口统计学或动机来了解听众的行为,并且我们为将职业,收入和教育(SES)与忠诚联系在一起的心理过程提供了理论上可靠的解释。基于196位年龄在20至50岁之间的演唱会参与者的样本,并使用一种改编的动机模型,我们表明基本的心理需求(BPN)满意度在通过以下方式将SES的影响转化为对这一重要人群的忠诚度方面起着关键作用功利主义和享乐主义态度。这些发现突出了普遍需求概念对于扩展和深化消费者行为理论的重要性和潜在应用。研究结果对研究和实践的意义在整个过程中都得到了解决,并且在研究结束时提出了进一步研究的建议。

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