摘要
以零售业为背景,将回报计划感知价值作为态度忠诚(信任和承诺)和行为忠诚(重复购买意图、正面口碑意图及合作意图)的主要影响因素,建立了概念模型并用结构方程模型方法检验,结果表明:回报计划感知价值与态度忠诚呈显著的正相关关系;回报计划感知价值与行为忠诚中的重复购买意图呈显著的正相关关系,而与合作意图及口碑意图并无直接关系.
On the background of the supermarket retaihng, this paper develops a conceptual model in which the value perception of the reward programs is the primary influencing factor of attitude loyalty （i. e. trust, commitment） and behavior loyalty （i. e. repeated purchase intention, positive word-of-mouth intention, cooperation intention）. The model is tested through structural equation model. The result shows that （1） value perception of the reward programs has a significant positive effect on attitude loyalty and （2） value perception has a significant positive effect on repeated purchase intention within the behavior loyalty, whereas, （3） value perception has no significant effect on positive word-of-mouth intention and cooperation intention but attitude loyalty will influence behavior loyalty to some extent.
出处
《管理科学学报》
CSSCI
北大核心
2007年第4期90-96,共7页
Journal of Management Sciences in China
基金
国家自然科学基金资助项目(7057200970302001)
国家博士后基金资助项目(2005037374)
陕西省教育厅专项科研计划资助项目(05JK046)
信息管理与信息经济学教育部重点实验室开放基金(F0607-11)
关键词
回报计划
态度忠诚
行为忠诚
结构方程模型
reward programs
attitude loyalty
behavior loyalty
structural equation model
