品牌体验对品牌忠诚的影响机制分析——基于餐饮品牌的实证研究

Mechanism Analysis of Brand Experience on Brand Loyalty Based on Empirical Study of Restaurant Brands

本文以餐饮品牌为研究对象,探讨了包括感官体验、情感体验和关联体验三个维度的品牌体验对品牌忠诚的影响机制,基于对388份问卷数据的分析,我们发现:除感官体验维度对态度忠诚存在直接的正向影响之外,品牌体验的其他各维度对态度忠诚和行为忠诚均无直接作用;品牌体验的三个维度均可通过感知价值和顾客满意对品牌忠诚产生间接影响,其中感官体验的效应最大,其次为情感体验,关联体验相对较低。

This study selects restaurant brand as research object, and discusses the mechanism of the effects of brand experience, that including sensory experience, emotion experience and relation experience, on brand loyalty. Based on the 388 questionnaires data analysis, we found that （1） except that brand sensory experience has direct positive effect on brand attitude loyalty, the other dimensions of brand experience have no direct effects on brand attitude loyalty and behavior loyalty; （2） the three dimensions of brand experience mainly through perceptive value and customer satisfaction have indirect effects on brand loyalty, and among the three effects, sensory experience＇s is maximum, followed by emotional experience＇s, relation experience＇s is relatively low.