消费者关系依恋对品牌体验和重购意向的影响研究

Effects of Brand-self Connection on Brand Experience and Repurchase Intention

消费者品牌体验是其自身与外界环境之间作用的心理过程和结果,消费者和品牌之间建立关联关系是体验进行的基础。研究以关系依恋、品牌体验和重购意向分别作为前置、中介和结果变量,结构方程模型检验结果显示关系依恋对品牌体验各维度和重购意向具有显著的影响作用,该过程是一个部分中介模型,品牌体验的感官和关系维度对重购意向影响显著。研究结果从理论上扩展了顾客体验的消费者心理过程研究,对市场营销管理也具有一定的启示。

Consumer brand experience is psychological outcomes and processes between the external environments of its own, Association between consumers and the brand is the basis of experience. Brand - self connection, brand experi- ence and repurchase intention are respectively as antecedent, mediation and outcome variation. The SEM test outcome shows brand - self connection has significant influence on brand experience and repurchase intention and the process is a part mediation model. Sensory experience and emotion experience dimensions influence repurchase intentions significant- ly. The research is a theoretical expansion of the process of consumer experience psychology and has some marketing man- agement inspiration