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顾客体验对社区网站品牌忠诚影响的实证研究——以“豆瓣网”为例 被引量：6

The Empirical Research of the Influence of Customer Experience on Brand Loyalty of the Online Community Website
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摘要 以"豆瓣网"为例,从顾客体验视角对于社区网站品牌忠诚进行了实证研究。研究将顾客体验划分为感官体验、情感体验、行为体验和思考体验四部分。研究证明了感官体验、思考体验、行为体验和情感体验对品牌形象有显著影响,品牌形象对品牌信任有显著影响,品牌信任和品牌形象对品牌忠诚有显著影响。 A model has been constructed to study the influence of customer experience on brand loyalty of the online community website.The empirical research suggested that the costumer experience in the online community website is divided into four dimensionalities： sensual experience,affective experience,behavioral experience and intellectual experience.The results show that all of the customer experience had positive impact on brand image and the brand image had positive impact on brand trust and brand loyalty.
作者 李龑
机构地区 上海交通大学安泰经济与管理学院
出处 《科学技术与工程》 北大核心 2012年第2期390-394,共5页 Science Technology and Engineering
关键词 顾客体验 社区网站 品牌忠诚 品牌形象 品牌信任 customer experience community website brand loyalty brand image brand trust
分类号 O212.1 [理学—概率论与数理统计]
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参考文献10

  • 1徐小龙,王方华.虚拟社区研究前沿探析[J].外国经济与管理,2007,29(9):10-16. 被引量：82
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二级参考文献15

  • 1Armstrong,A,and Hagel III,J. The real value of on-line communities[J]. Harvard Business Review, 1996,74(3);134--141.
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共引文献81

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引证文献6

二级引证文献25

科学技术与工程
2012年 第2期

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