多忠诚顾客与单一忠诚顾客探索行为的差异比较与分析

The Differences of Exploratory Behavior in Multi-loyal and Uni-loyal Customers

以基于行为和态度2个维度界定的多忠诚顾客和单一忠诚顾客为立足点,比较了这2类顾客探索行为之间存在的差异。然后,根据探索行为的动机来源,应用最优刺激水平理论解释了差异存在的真正原因。研究结论表明,多忠诚顾客的探索行为显著高于单一忠诚顾客的探索行为;多忠诚顾客感知品牌(店铺)能力和差异显著小于单一忠诚顾客,且感知品牌(店铺)能力,以及感知品牌(店铺)差异与探索行为存在显著负相关关系,以及2类顾客探索行为存在差异是由于他们感知品牌(店铺)能力的差异所导致的。

Based on multi-loyal and uni-loyal customers who are categorized from the behavioral and attitudinal dimension,the authors compare the differences between both customers＇ exploratory behavior.Underlying reasons are explored according to the motivations of exploratory behavior and optimal stimulation level theory.Conclusions as followed： first,the exploratory behavior of multi-loyal customers is higher significantly than uni-loyal customers＇;second,the perceived brand/store competence and differentiation of multi-loyal customers is lower significantly than those of uni-loyalty customers,meanwhile,both conceptions are correlated with exploratory behavior negatively and significantly.Two kinds of customers＇ exploratory behaviors are different because of the difference of their perceived brand/store competence.