工业工程
工業工程
공업공정
Industrial Engineering Journal
2012年
4期
72~77
,共null页
流体验 顾客认同 零售环境 品牌声誉 消费者知识
流體驗 顧客認同 零售環境 品牌聲譽 消費者知識
류체험 고객인동 령수배경 품패성예 소비자지식
flow experience; customer recognition; retail environment; brand reputation; consumer knowledge
通过实证研究手机品牌体验店中影响消费者流体验的因素,以对流体验理论进行深入研究并为我国体验式营销提供有益的参考,提出零售环境、品牌声誉和消费者知识使消费者产生顾客认同进而在顾客认同的基础上产生流体验的S-O-R模型,实证了顾客认同能显著地影响流体验,且零售环境、品牌声誉和消费者知识这三个前因变量均对顾客认同有显著的正向影响。
通過實證研究手機品牌體驗店中影響消費者流體驗的因素,以對流體驗理論進行深入研究併為我國體驗式營銷提供有益的參攷,提齣零售環境、品牌聲譽和消費者知識使消費者產生顧客認同進而在顧客認同的基礎上產生流體驗的S-O-R模型,實證瞭顧客認同能顯著地影響流體驗,且零售環境、品牌聲譽和消費者知識這三箇前因變量均對顧客認同有顯著的正嚮影響。
통과실증연구수궤품패체험점중영향소비자류체험적인소,이대류체험이론진행심입연구병위아국체험식영소제공유익적삼고,제출령수배경、품패성예화소비자지식사소비자산생고객인동진이재고객인동적기출상산생류체험적S-O-R모형,실증료고객인동능현저지영향류체험,차령수배경、품패성예화소비자지식저삼개전인변량균대고객인동유현저적정향영향。
This paper analyzes the influence factors of consumer flow experience by using stores that experience the selling of brand mobile phones as case study.To make the analysis useful in theory and marketing,a stimulus-organism-response（S-O-R） model is presented to describe the flow experience with retail environment,consumer knowledge,and brand reputation being the basis of customer recognition.It shows that customer recognition can significantly affect the flow experience.Also,the three antecedent variables,namely retail environment,brand reputation,and consumer knowledge,have a significant positive impact on the customer recognition.
