品牌体验对品牌信任的影响研究心理距离的中介效应被引量：7

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摘要品牌体验是企业的一个热门话题,通过品牌体验能够影响消费者行为。本文根据S-O-R理论,从心理距离的视角来研究品牌体验对品牌信任的影响。基于网络与实地问卷调查,利用AMOS20.0进行验证性分析,其结果表明心理距离呈部分中介效应,顾客通过品牌体验,使得消费者与品牌之间的心理距离更近了,而心理距离越近,消费者对品牌就越信任。企业在提供品牌体验时应选择不同的体验侧重面,适宜地拉近顾客心理距离,进而提升他们的品牌信任感和忠诚度。

作者熊立赵建彬

机构地区江西农业大学南昌商学院华中科技大学管理学院

出处《商业经济研究》北大核心 2015年第24期71-73,共3页 Journal of Commercial Economics

基金国家自然科学基金项目(71272124)"产品属性和消费行为变动性对顾客动态满意的影响机制研究--享乐适应的视角"

关键词品牌体验心理距离品牌信任

分类号 F224 [经济管理—国民经济]

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参考文献12

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