独特性需要对顾客感知虚拟价值的影响:品牌差异的调节作用

The Effects of Consumers' Need for Uniqueness on Customer Perceived Value:The Moderating Role of Brand Difference

将广义虚拟经济的二元价值容介态理论引入到独特性需要、顾客感知价值和品牌忠诚的研究框架中,分析了独特性需要对品牌忠诚的影响中顾客感知价值所起的中介效应,并研究了品牌差异度作为调节变量对整个框架的影响作用,研究结果表明:(1)独特性需要对顾客感知的价值有显著的积极影响,其中,对顾客感知的虚拟价值——享乐价值的影响作用更为明显;(2)顾客感知价值对品牌忠诚的两个维度(行为忠诚和情感忠诚)均有正向的影响作用,同时顾客感知的虚拟价值对品牌忠诚的促进作用高于实用价值;(3)品牌差异度对独特性需要、顾客感知价值和品牌忠诚之间的关系起到调节作用。

This study analyzes proposes a conceptual framework that utilizes the construct of customer perceived value to explain the link between consumers＇ need for uniqueness and brand loyalty based on generalized virtual economy, and analyzes the moderating effect of brand difference. The results show that： （1） consumers＇ need for uniqueness has significant effect on customer perceived value, and its influence on virtual value - customer perceived hedonic value is more obvious; （2） there is positive relationship between customer perceived value and two dimensions of brand loyalty - behavioral loyalty and emotional loyalty and customer perceived virtual value would promote customers more loyal to brand than utilitarian value; （3） brand difference moderate the relationship between consumers＇ need for uniqueness and brand loyalty via customer perceived value.