文化维度视角下文化对顾客资产驱动要素的影响研究

Research on Culture's Influence on Customer Equity Drivers under the Perspective of Cultural Dimensions

企业全球化经营趋势的不断加强,使跨文化顾客资产管理成为顾客资产研究领域新的研究课题。从文化维度的视角出发,分析不同文化维度下消费者行为的特点,以及文化维度对顾客资产各驱动要素的影响,构建文化维度和顾客资产驱动要素的关系模型,据此提出理论假设,并运用结构方程模型对假设进行了验证。研究结果显示,五个文化维度分别从正反两个方向对顾客资产各驱动要素发挥提升顾客资产的作用产生影响。研究结果对跨文化顾客资产的管理和提升具有一定的借鉴意义。

The strengthening trends of globalization marketing make trans-cultural customer equity management become a new subject in the field of customer equity. From the perspective of cultural dimensions,analysis consumer behavior characteristics under different cultural dimensions,and culture dimensions＇ influences on each driver of customer equity,building relationship model between culture dimensions and customer equity drivers,presents theoretical assumptions,then verified hypothesis with structural equation model. Research results show that five culture dimensions influence from positive and negative directions customer equity play the role of promoting customer equity. Research results have certain significance to trans-cultural customer equity management and ascend.