摘要
通过实证研究手机品牌体验店中影响消费者流体验的因素,以对流体验理论进行深入研究并为我国体验式营销提供有益的参考,提出零售环境、品牌声誉和消费者知识使消费者产生顾客认同进而在顾客认同的基础上产生流体验的S-O-R模型,实证了顾客认同能显著地影响流体验,且零售环境、品牌声誉和消费者知识这三个前因变量均对顾客认同有显著的正向影响。
This paper analyzes the influence factors of consumer flow experience by using stores that experience the selling of brand mobile phones as case study.To make the analysis useful in theory and marketing,a stimulus-organism-response（S-O-R） model is presented to describe the flow experience with retail environment,consumer knowledge,and brand reputation being the basis of customer recognition.It shows that customer recognition can significantly affect the flow experience.Also,the three antecedent variables,namely retail environment,brand reputation,and consumer knowledge,have a significant positive impact on the customer recognition.
出处
《工业工程》
北大核心
2012年第4期72-77,共6页
Industrial Engineering Journal
基金
国家社会科学基金资助项目(11BGL036)
广东省自然科学基金资助项目(S2011010002121)
关键词
流体验
顾客认同
零售环境
品牌声誉
消费者知识
flow experience
customer recognition
retail environment
brand reputation
consumer knowledge
