童装品牌体验营销对顾客重购意向的影响

Study on effect of experience marketing of children′s wear brands on customers′ repurchase intention

研究体验式营销方法对顾客重购意向的影响程度。以西安地区童装顾客为研究对象,在相关文献梳理的基础上设计调查问卷。累计发放问卷200份,其中有效问卷188份,有效回收率达94%。通过信度检验、效度检验、相关分析、回归分析和调节作用分析等方法对统计数据进行分析,得出童装品牌体验营销对顾客重购意向具有正向影响;品牌知名度对童装品牌体验营销和顾客重购意向之间的关系具有正向调节作用。

Taking customers of children′s wear in Xi′an as the research object,the purpose of this paper was to analyze the impact of experience marketing on customers′ repurchase intention. On the basis of literature review,questionnaire survey and analysis were carried out with the method of quantitative research.200 questionnaires were issued,188 of which were valid,with an overall effective recovery rate of 94%.Reliability test,validity test,correlation analysis,regression analysis and moderating effect analysis were performed on the data.It is proved that children′s wear brand experience marketing positively affect customers′ repurchase intention.The positive moderating effect of brand awareness on the relationship between children′s wear brand experience marketing and customers′ repurchase intention is also verified.The conclusion of this study can be used for reference for children′s wear enterprises to carry out experience marketing.