【作者】 耿黎辉；

【导师】 贾建民；

【作者基本信息】 西南交通大学 ， 企业管理， 2007， 博士

【摘要】 情绪对人们的行为有重要的影响，在消费行为中，消费情绪也是影响消费者购后行为的重要因素之一。自20世纪80年代以来，很多学者对消费情绪进行了研究。由营销者可控因素引发的消费情绪比其他因素引发的情绪对购后行为的影响更大。在产品消费中，虽然很多营销者可控因素都会引发消费情绪，但是以往研究主要是针对产品属性和商店环境引发的消费情绪与满意的关系，而除此之外，其他营销者可控因素，如广告、销售促进、公共关系等，也会引发消费情绪，所引发的消费情绪由于稀释效应，对购后行为可能也会产生影响。与此同时，品牌忠诚作为一个重要的购后行为变量，正越来越受到人们的关注，但是对于消费情绪与品牌忠诚关系的研究却很少。本研究将产品消费中由营销者可控因素引发的消费情绪，进一步划分为产品属性水平的情绪(Attribute-level Emotions，以下简称ALE)和产品属性水平以外的情绪(Beyond Attribute-level Emotions，以下简称BALE)两类，然后通过定性研究(焦点小组座谈)，对BALE的概念以及ALE、BALE与购后行为的关系进行了探讨。在定性研究的基础上进行了定量研究(问卷调查)，分别建立ALE、BALE与满意、重购意向、口传行为和与品牌忠诚关系的理论模型，然后分别通过实证研究，采用结构方程模型方法，运用SPSS11.5和LISREL8.54软件对理论模型进行验证。本研究对目前国内外有关消费情绪的研究进行了有益的补充，同时，对于企业的营销活动也能够提供有益的指导，因此，无论对学术界还是对于企业的营销实践，都具有重要的理论和现实意义。论文首先对消费情绪和购后行为的概念以及消费情绪与购后行为关系的研究文献进行了综述。在文献回顾的基础上，将产品消费情绪分为ALE和BALE两类，然后通过定性研究，采用焦点小组法，对BALE的概念和引发原因进行了深入探讨，对ALE、BALE与购后行为的关系也进行了讨论。结果表明，产品消费经历中确实存在BALE；引发BALE的营销者可控因素主要有服务(包括产品的售后服务和商店提供的服务)、商店环境、广告、销售促进和公共关系这几类；ALE、BALE对满意、重购意向、口传行为、品牌信任、品牌情感和品牌忠诚都有影响。在定性研究的基础上进行了四项定量研究，分别对产品消费中ALE、BALE与满意和口传行为的关系；BALE，特别是营销传播活动引发的消费情绪与满意、重购意向和口传行为的关系；产品消费中ALE、BALE与品牌忠诚的关系；以及不同产品消费经历中由营销传播活动引发的消费情绪与品牌忠诚的关系进行了实证研究。定量研究的结果表明，ALE对满意有直接影响，在这一影响中没有明显的性别差异；在BALE中，只有负面情绪对满意有影响，并且存在性别差异，即女性样本中BALE对满意的影响比男性样本要大；属性水平的正面情绪和负面情绪，以及属性水平以外的负面情绪都借助满意这一中介变量，对口传行为产生间接影响。进一步对营销传播活动引发的消费情绪与满意、重购意向和口传行为关系的定量研究结果表明，营销传播活动引发的消费情绪直接影响满意和正面口传，并通过满意间接影响重购意向和负面口传；同时，负面情绪对负面口传、正面情绪对重购意向也有直接影响。对产品消费情绪与品牌信任、品牌情感和品牌忠诚的实证研究结果表明，ALE对品牌信任和品牌情感都有直接的影响；对于BALE与品牌信任和品牌情感的关系，其中正面情绪对品牌信任和品牌情感都有直接正向的影响，而负面情绪只对品牌情感有反向影响，对品牌信任没有影响；品牌信任和品牌情感对品牌忠诚都有显著影响，而且相比而言，品牌情感对品牌忠诚的影响比品牌信任更大；此外，女性和男性消费者在度量模型上存在明显的差异。最后，在不同产品消费经历中，由营销传播活动引发的消费情绪对品牌信任、品牌情感和品牌忠诚有不同的影响。在正面经历中，正面情绪对品牌信任和品牌情感的影响都明显大于负面情绪，而且比其他经历中的影响都大，而负面情绪对品牌信任和品牌情感的影响则最小；在其他经历的样本中，负面情绪对品牌信任和品牌情感的影响都比正面情绪要大。更多还原

【Abstract】 Consumption emotions have important influence on behavior. In consumption behavior, consumption emotion was among the key factors deciding consumers’ post-purchase behavior. Many authors have studied about consumption emotions since the 1980s. The impact of emotions elicited by marketers’ controllable factor upon post-purchase behavior would be greater than emotions caused by other factors. In product consumption, regardless many possible marketers’ controllable factors that could evoke consumption emotions, most studies however tended to limit their interests on those emotions aroused by product attributes, store atmosphere and their consequent impacting upon satisfaction, however, beyond product attributes, other factors, such as advertising, sales promotion, and public relations, might also impact on post-purchase behavior, through the mediation of emotions, because of dilution effect. At the same time, brand loyalty, as an important post-purchase behavior, is increasingly being of concern, but research on the relationship between consumption emotions and brand loyalty is seldom. This study divides the consumption emotions, which are elicited by marketers’ controllable factor in product consumption, into Attribute-level Emotions (ALE) and Beyond Attribute-level Emotions (BALE), then using qualitative research (focus group discussion), the paper studies the concept of BALE, reason of educing BALE, and the relationships between ALE、BALE and post-purchase behavior. Based on the qualitative research, using quantitative research (survey), the paper proposes theoretical models to depict the relations between ALE, BALE and satisfaction, repurchase intention and word-of-mouth, and ALE, BALE and brand loyalty respectively, then the author makes empirical research to test these theoretical models. Structure equation model is employed, and the software, including SPSS11.5 and LISREL8.54, is used.The study is beneficial complement about the research of consumption emiotions, at the same time, the study can also provide useful guidance to marketing activity of enterprise. As a result, this study has great theorical and practical significance, not only for academic, but also for marketing practice of enterprise.Firstly, the paper summarizes the concepts of consumption emotions and post-purchase behavior, and the literature about relations between consumption emotions and post-purchase behavior. Based on the literature review, the author divides the consumption emotions into ALE and BALE, and then, through qualitative research, in which focus group discussion is employed, the author deeply study the concept of BALE, reason of educing BALE, and also study the relations between ALE、BALE and post-purchase behavior. The results indicate that there is BALE in product consumption experience, and the reason educing BALE that is controllable by marketers includes services, including post-purchase services of product and the services provided by stores, store environment, advertising, sales promotion and public relations. ALE and BALE all has influence on consumer satisfaction, repurchase intention, word-of-mouth, brand trust, brand affect and brand loyalty.Based on the qualitative research, the author use four quantitative research to empirical study the relations between ALE, BALE and satisfaction, word-of-mouth; the relations between BALE, especially consumption emotions induced by marketing communication activity, and satisfaction, repurchase intention, word-of-mouth; the relations between ALE, BALE and brand loyalty; and the relations between the consumption emotions, induced by marketing communication activity, and brand loyalty in different product consumption experience. The results indicate that ALE directly impact on satisfaction, and there is no gender difference, and in BALE, only negative emotions directly impact on satisfaction, and there is gender difference, that is to say, the influence of BALE on satisfaction of female sample is greater than that of male sample. Moreover, attribute-level positive emotions and negative emotions, beyond attribute-level negative emotions have indirect influence on word-of-mouth behavior, mediated by satisfaction. Further the author study the relations between consumption emotions, induced by marketing communication activity, and satisfaction, repurchase intention, word-of-mouth. The results indicate that these consumption emotions have direct impacts on satisfaction and positive word-of-mouth, and have indirect impacts on repurchase intention and negative word-of-mouth, mediated by satisfaction. At the same time, negative emotions have direct impact on negative word-of-mouth, and positive emotions have direct impact on repurchase intention.The results of the empirical study of relations between product consumption emotions and brand trust, brand affect, brand loyalty indicate that ALE has directly influence on brand trust and brand affect; but in BALE, positive emotions directly impact on brand trust and brand affect, and negative emotions have no significant impact on brand trust. Brand trust and brand affect all directly impact on brand loyalty, and the impact of brand affect on brand loyalty is greater than brand trust, moreover, the measurement model of female is different from that of male. What is more, in different consumption experience, consumption emotions, induced by marketing communication activity, have different impact on brand trust, brand affect and brand loyalty. In positive experience, the impact of positive emotions on brand trust and brand affect is greater than negative emotions, and is the greatest in all kind of experiences, but the impact of negative emotions on brand trust and brand is minimum in all kind of experiences. In other consumption experience, the impact of negative emotions on brand trust and brand affect is greater than positive emotions.更多还原