度假酒店品牌性格对顾客行为意向的影响——品牌依恋的中介作用

Effects of Resort Hotel Brand Personality on Customer Behavioral Intention—The Mediating Role of Brand Attachment

酒店品牌性格是影响顾客行为决策的重要因素。以度假酒店为例,通过理论假设构建了酒店品牌性格、自我一致性、感知价值、品牌依恋和行为意向之间的关系模型,并利用AMOS 23.0软件进行了结构方程模型分析。研究结果显示:(1)度假酒店品牌性格由能力、真诚、魅力、体贴和热情五个维度构成,其中真诚和能力维度与Aaker的研究结果相一致,而热情、体贴和魅力维度则是度假酒店所独有的。(2)度假酒店品牌性格通过中介变量正向影响顾客行为意向,但功利价值对品牌依恋的直接效应不显著。(3)品牌依恋在感知价值与顾客行为意向之间起到了部分中介作用。这些研究结果对度假酒店的品牌化管理提供了重要的理论参考。

Hotel brand personality is an important factor affecting customer behavior decision.Taking resort hotels as an example,this paper constructed a relationship model of hotel brand personality,self-consistency,perceived value,brand attachment and behavioral intention through theoretical hypothesis,and made an analysis of the structural equation model by applying the AMOS 23.0 software.The results show that:(1)The brand personality of a resort hotel is composed of five dimensions:competence,sincerity,charm,thoughtfulness and enthusiasm.The dimensions of sincerity and competence are consistent with the brand personality scale developed by Aaker,and the dimensions of enthusiasm,thoughtfulness and charm are unique to resort hotels.(2)Resort hotel brand personality positively affects customer behavioral intention through mediating variables,but the direct effect of utility value on brand attachment is not significant.(3)Brand attachment plays a part of mediating role between perceived value and customer behavioral intention.The research results can provide theoretical reference for the brand management of resort hotels.