摘要
以427位路易威登消费者为样本,实证研究表明:消费者感知的奢侈品牌购买价值越强,其品牌忠诚越强;以2种购买价值倾向聚类的4型消费者,在购买次数、口碑推荐意愿与品牌重购意愿上存在显著差异;其中,高社会导向价值倾向的消费者,购买次数与重购意愿负向相关;高个人导向价值倾向的消费者,购买次数与重购意愿正向相关。
Using 427 consumers of Louis Vuitton as samples, this paper analyzes the effect of luxury band purchase value on consumer loyalty. The empirical result shows that purchase value has positively significant effect on luxury - brand loyalty. K - Means Cluster shows 4 clusters, and the difference of purchasing activity, word - of - mouth and repurchase intention is significant. The consumer of high score on social - oriented value purchasing activity is negative correlated to repurchase intention, but the consumer of high score on personal - oriented value purchasing activity is positive correlated to repurchase intention.
出处
《软科学》
CSSCI
北大核心
2009年第10期50-54,共5页
Soft Science
基金
国家自然科学基金项目(70672022)
关键词
奢侈品牌
购买价值
品牌忠诚
口碑推荐
重购意愿
luxury brand
purchase value
brand loyalty
Word - of - Mouth
repurchase intention
