顾客重复购买行为的实证研究

An Empirical Analysis of Customer Repurchase Behavior

顾客重复购买模型的解释力和预测力,关键取决于构成模型的主要因素是否全面以及所确定的测量时间是否合理,而当前有代表性的以感知价值、顾客满意和转移成本三个因素建立起来的重复购买意向模型却存在着缺陷。为此,本文在明确界定测量时间的基础上,建立了一个由购后冲突、顾客满意、转移成本、重购意向、感知价值和情景期望等主要因素构成的重购行为模型,并通过耐用品(手机)和劳务(在外餐)这两类产品对该模型进行了验证。研究表明,顾客满意、购后冲突对重购意向具有显著影响;情景期望的多样性对在外餐的重购行为有明显负影响,但在手机购买中未通过检验;与此相反,感知价值对手机的重购行为有明显正影响,但在外餐中却未通过检验。这些结果既说明重购行为模型应被视为更有解释力和预测力的基本定量分析框架,又说明可能要根据产品购买特点的不同对模型做出适当修正。论文最后对这些实证结果的营销意义进行了探讨。

The explanation and forecast power of the customer repurchase model depends on the generality of the factors considered and the rationality of the measuring time decided. And there are some defects in the existing typical model, which focuses on perceived value, customer satisfaction and switching cost. In this article, we reconstruct the model to include the main factors such as postpurchase dissonance, customer satisfaction, switching cost, repurchase intention, perceived value and situational expectation. Further, we test our model using the data from the industry of mobile phone and snack. The result illustrates that customer satisfaction and postpurchase dissonance have a significant influence on the repurchase behavior; the diversity of conditional expectation has a significant negative effect on the repurchase behavior in the industry of snack, while the effect is not significant in the industry of mobile phone; and perceived value has a significant impact on the repurchase behavior in the industry of mobile phone while the impact is not significant in the industry of snack. The article suggests that the extended model is a quantitative framework to study customer repurchase behavior, which has more power of explanation and forecast, and on the other hand, we show that the framework should be adapted to different products considering their distinctive characteristics. What's more, the article discusses the marketing sense of the testing results.