CAJ | 학술논문

企业全球化经营趋势的不断加强,使跨文化顾客资产管理成为顾客资产研究领域新的研究课题。从文化维度的视角出发,分析不同文化维度下消费者行为的特点,以及文化维度对顾客资产各驱动要素的影响,构建文化维度和顾客资产驱动要素的关系模型,据此提出理论假设,并运用结构方程模型对假设进行了验证。研究结果显示,五个文化维度分别从正反两个方向对顾客资产各驱动要素发挥提升顾客资产的作用产生影响。研究结果对跨文化顾客资产的管理和提升具有一定的借鉴意义。
기업전구화경영추세적불단가강,사과문화고객자산관리성위고객자산연구영역신적연구과제。종문화유도적시각출발,분석불동문화유도하소비자행위적특점,이급문화유도대고객자산각구동요소적영향,구건문화유도화고객자산구동요소적관계모형,거차제출이론가설,병운용결구방정모형대가설진행료험증。연구결과현시,오개문화유도분별종정반량개방향대고객자산각구동요소발휘제승고객자산적작용산생영향。연구결과대과문화고객자산적관리화제승구유일정적차감의의。
The strengthening trends of globalization marketing make trans-cultural customer equity management become a new subject in the field of customer equity. From the perspective of cultural dimensions,analysis consumer behavior characteristics under different cultural dimensions,and culture dimensions＇ influences on each driver of customer equity,building relationship model between culture dimensions and customer equity drivers,presents theoretical assumptions,then verified hypothesis with structural equation model. Research results show that five culture dimensions influence from positive and negative directions customer equity play the role of promoting customer equity. Research results have certain significance to trans-cultural customer equity management and ascend.