【摘要】 分别以手机和洗发水为考察对象,实证研究了耐用品和日用品这两类不同产品作用下顾客价值对品牌忠诚的影响。通过针对不同产品的分组多元回归可以发现,在顾客价值对行为忠诚、态度忠诚的影响中,耐用品和日用品存在显著不同。对于耐用品而言,功能性价值、精神性价值、成本性价值对行为忠诚和态度忠诚均有直接正向影响;对于日用品而言,功能性价值和成本性价值先后对行为忠诚产生影响,而对态度忠诚先后产生影响的则是功能性价值和精神性价值。更多还原

【Abstract】 Taking the mobile phone and the shampoo as inspection object,this paper designes an empirical study about the different role of durable goods and daily necessities in the effect of customer value to brand loyalty.By the multiple regression contraposed different group of product,it is found that there is a significant difference in the impact of customer value on behavior loyalty and attitude loyalty between these two groups.For durable goods,all the functional value,psychic value,and cost value have a direct positive impact on both the behavior and attitude loyalty;for daily necessities,the functional value and cost value have an impact on behavior loyalty,and the functional value and psychic value have an impact on attitude loyalty.更多还原