消费价值、品牌关系型态与品牌忠诚的关系研究

A Study of the Relations among Consumption Value,Brand Relationship Form and Brand Loyalty

顾客满意和信任并不能全面解释品牌态度忠诚和行为忠诚的形成,在消费价值和品牌忠诚之间有必要加入品牌关系型态这一新的变量。根据文献回顾可以得出:消费价值由功能价值、情感价值和财务价值三个维度构成;品牌关系型态以交换论为基础可以分为交换关系与共享关系,或者说工具型关系和情感型关系;品牌忠诚则是态度忠诚和行为忠诚两个维度的统一。通过采用结构方程模型方法得到的实证结果表明:功能价值负向影响工具型关系,正向影响情感型关系;情感价值正向影响情感型关系;财务价值对工具型关系有正向影响;工具型关系正向影响行为忠诚;而情感型关系正向影响态度忠诚,但并不直接对行为忠诚产生正向影响;态度忠诚正向影响行为忠诚。

Customers′ satisfaction and trust cannot give a full explanation for the formation of attitude loyalty and behavior loyalty of a brand. It is essential to add the new variable of brand relationship form between the consumer value and brand loyalty. Literature review shows that consumption value is composed of functional value, emotional value and financial value. The brand relationship form, with the concept of exchanging as its basis, may he divided into relationship of exchange and that of sharing, in other words, tool-type relationship and emotion-type relationship. Brand loyalty is the unity of attitude loyalty and behavior loyalty. The positivist results of the method of SEM （ structure equation model）have demonstrated that the functional value has a negative effect on tool-type relationship and has a positive effect on emotion-type relationship; emotional value has a positive effect on emotion-type relationship; financial value has a positive effect on tool-type relationship, which has a positive effect on behavior loyalty; emotional-type relationship has a positive effect on attitude loyalty, hut has no direct effect on behavior loyalty and finally, attitude loyalty has a positive effect on behavior loyalty.