耐用消费品属性偏好对消费者动态满意的影响机制研究——以汽车为例

发布时间：2017-12-31 10:16

本文关键词：耐用消费品属性偏好对消费者动态满意的影响机制研究——以汽车为例　出处：《企业经济》2017年10期 　论文类型：期刊论文

【摘要】：已有消费者动态度满意的研究大多以日用消费品为研究对象,较少关注耐用消费品。本文构建了一个耐用消费品产品属性偏好对消费者动态满意度的影响机制模型。采用问卷调查法,收集了218位大众汽车车主的消费数据,进行层级回归分析,研究结果表明:偏好功能属性的消费者动态满意度水平保持得较好;偏好象征属性的消费者的动态满意度水平随时间下降得较快;消费者在使用过程中的情绪反应对消费者动态满意度有显著负向影响,且在产品属性偏好与消费者动态满意度的关系中起到了部分中介作用。最后,本文建议:耐用消费品企业应该改变营销理念,更加关注消费者的动态满意度,通过增强功能属性的变动性、正确引导消费者的产品属性偏好、建设同品牌消费者互动社区的方法来减缓消费者的享乐适应速度,从而增强消费者的动态满意度。研究结论不仅能为消费者理智消费提供正确指导,也为耐用消费品企业改变营销理念、制定恰当的营销战略提供有价值的参考。
[Abstract]:Most of the researches on consumer dynamic satisfaction have focused on consumer goods. Less attention is paid to consumer durable goods. In this paper, a model of the influence mechanism of attribute preference of durable consumer goods on consumer dynamic satisfaction is established. Questionnaire survey is used. The data of 218 VW car owners are collected, and the hierarchical regression analysis is carried out. The results show that: the level of consumer dynamic satisfaction with preference functional attributes is good; The level of dynamic satisfaction of consumers who prefer symbolic attributes decreases rapidly with time; Consumer emotional response in the process of use has a significant negative impact on consumer dynamic satisfaction, and in the relationship between product attribute preference and consumer dynamic satisfaction plays a part of the intermediary role. Finally. This paper suggests that durable consumer goods enterprises should change their marketing concept, pay more attention to the dynamic satisfaction of consumers, and correctly guide consumers' preference of product attributes by enhancing the variability of functional attributes. The method of building interactive community with brand consumers can slow down the pace of consumer's hedonic adaptation and enhance consumer's dynamic satisfaction. The conclusion of the research can not only provide correct guidance for consumers' rational consumption. It also provides valuable reference for consumer durable goods enterprises to change their marketing ideas and formulate appropriate marketing strategies.
【作者单位】：华东理工大学体育与科学工程学院;华东理工大学商学院;
【基金】：国家自然科学基金项目“产品属性和消费行为变动性对顾客动态满意的影响机制研究——享乐适应的视角”(项目编号:71272124);国家自然科学基金项目“基于工具象征框架的小微企业营销绩效研究:顾客合法性感知视角”(项目编号:71302160) 中央高校基本科研业务费项目“象征性行动及市场导向对企业绩效的影响研究”(项目编号:222201422009)
【分类号】：F416.471;F713.55
【正文快照】： 消费者满意度既是影响消费行为的重要因素,也是厂商衡量营销绩效的重要指标。研究表明,消费者对产品和服务的满意度是随使用时间增加而不断变化的。从动态的视角研究消费者满意度已成为学者们的共识。产品属性是消费者满意度的重要影响因素,但专门针对耐用消费品的产品属性对

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