北京邮电大学学报(社会科学版)
北京郵電大學學報(社會科學版)
북경유전대학학보(사회과학판)
JOURNAL OF BEIJING UNIVERSITY OF POSTS AND TELECOMMUNICATIONS(SOCIAL SCIENCES EDITION)
2014年
6期
51-58
,共8页
正面口碑%传播者的专业性%顾客满意度%品牌态度%再购买意愿
正麵口碑%傳播者的專業性%顧客滿意度%品牌態度%再購買意願
정면구비%전파자적전업성%고객만의도%품패태도%재구매의원
positive word-of-mouth%communicators ’ professional%customer satisfaction%brand attitude%re-purchase intention
口碑传播在今天被广泛重视和运用,对顾客行为的影响作用也愈发突出,其中关于口碑传播者的专业性研究也获得了极大关注。主要基于顾客满意度和品牌态度的中介作用探究正面口碑传播者的专业性对顾客再购买意愿的影响作用,即证明口碑传播者的专业性不是直接影响顾客的再购买意愿,而是通过顾客满意度和品牌态度为中介间接影响。结果表明,正面口碑传播者的专业性对顾客的再购买意愿、顾客满意度及品牌态度均有显著的正向影响。正面口碑传播者的专业性对顾客再购买意愿的影响过程中顾客满意度的中介效应十分明显,而品牌态度在这个过程中不存在中介效应。最后根据研究结论提出了相关策略建议。
口碑傳播在今天被廣汎重視和運用,對顧客行為的影響作用也愈髮突齣,其中關于口碑傳播者的專業性研究也穫得瞭極大關註。主要基于顧客滿意度和品牌態度的中介作用探究正麵口碑傳播者的專業性對顧客再購買意願的影響作用,即證明口碑傳播者的專業性不是直接影響顧客的再購買意願,而是通過顧客滿意度和品牌態度為中介間接影響。結果錶明,正麵口碑傳播者的專業性對顧客的再購買意願、顧客滿意度及品牌態度均有顯著的正嚮影響。正麵口碑傳播者的專業性對顧客再購買意願的影響過程中顧客滿意度的中介效應十分明顯,而品牌態度在這箇過程中不存在中介效應。最後根據研究結論提齣瞭相關策略建議。
구비전파재금천피엄범중시화운용,대고객행위적영향작용야유발돌출,기중관우구비전파자적전업성연구야획득료겁대관주。주요기우고객만의도화품패태도적중개작용탐구정면구비전파자적전업성대고객재구매의원적영향작용,즉증명구비전파자적전업성불시직접영향고객적재구매의원,이시통과고객만의도화품패태도위중개간접영향。결과표명,정면구비전파자적전업성대고객적재구매의원、고객만의도급품패태도균유현저적정향영향。정면구비전파자적전업성대고객재구매의원적영향과정중고객만의도적중개효응십분명현,이품패태도재저개과정중불존재중개효응。최후근거연구결론제출료상관책략건의。
Word-of-mouth, with its great importance and widespread use nowadays , has increasingly prominent influence on customers ’ behavior , and meanwhile , research on word-of-mouth communicators ’ professional also receives great attention.The impact of positive word-of-mouth communicators ’ professional on customers ’ re-purchase intention is analyzed based on the intermediary role of customer satisfaction and brand attitudes .The results show that the positive word-of-mouth communicators ’ professional has a significant positive impact on cus-tomers’ re-purchase intention, customer satisfaction and brand attitudes.The intermediary role of customer sat-isfaction is significant while the intermediary role of brand attitudes does not exist.Some relevant recommenda-tions based on research findings are proposed.