中国消费者的宗教性及其对顾客忠诚的影响

发布时间：2018-09-05 09:46

【摘要】：个体在其生活中采纳宗教信仰的程度,即宗教性,表现在其信仰宗教和表现虔诚行为的程度,对人类社会所产生的影响已经得到了社会各界广泛的关注。众多研究表明宗教性会影响个人的价值观、行为、个性等诸多方面,并影响个人与家庭、组织、机构和社会之间的关系,其中当然也包括生活中必不可少的消费决策。宗教性对个体消费心理和消费行为产生的深远影响为管理学理论界和实践界提出了新的命题:消费者的宗教性是否会对其顾客忠诚倾向产生影响以及产生何种影响?尽管以往的研究发现了宗教性对于顾客满意和品牌转换具有正向和负向作用,但关于宗教性究竟如何影响顾客忠诚却没有清晰的阐述。此外,作为对全球经济和文化有着重大影响的人口大国的中国,由于传统文化和现代文化的双重作用,中国消费者的宗教性(即中国消费者在其日常生活中应用和采纳超自然因素的程度)与国外消费者的宗教性具有显著差异。但是现有文献对中国消费者的宗教性及其对日常消费行为的影响却甚少涉及。针对这一现实,本文对中国消费者的宗教性,及其与顾客忠诚的关系进行了探索与研究,力图揭示中国消费者的宗教性存在哪些特征及其对顾客忠诚会产生哪些影响。本研究基于宗教性和顾客忠诚的相关理论和中国国情,定义了本研究中的核心概念:中国消费者的宗教性、精神性、消费者猎奇性、宗教性归因等。通过对国内外有关宗教及宗教性对消费者心理和行为的影响的文献进行梳理和总结,采用逻辑推断方法在学术领域首次提出消费者宗教性程度和顾客忠诚的关系假设、精神性的中介作用假设、猎奇性的中介作用假设、宗教性归因的调节作用假设,并在此基础上建立了宗教性与顾客忠诚的关系模型。然后根据中国消费者的宗教性特征,借鉴国内外经典量表,结合访谈研究方法,建立了适用于中国情景的不限宗教的宗教性测度工具。新的测度工具的适用范围不受地域和宗教派别的限制,为中国宗教心理学理论的发展填补了一块空白,也为其他研究人员提供了探索和发现消费者的宗教心理因素在其他研究领域所起作用的可操作工具。紧接着本研究利用问卷调研、随机抽样、重复抽样、聚类分析、方差分析、结构方程模型分析和回归分析等多种方法,对宗教性程度与顾客忠诚的关系模型分别在垄断产品行业、一般快速消费品行业、一般耐用消费品行业、选购型耐用消费品行业以及特殊消费品行业进行了实证检验。研究结果显示,(1)在上述五个产品行业,中国消费者的宗教性程度对其顾客忠诚均有正向影响;(2)消费者的宗教性能够通过提升其精神性进而加强顾客忠诚倾向;(3)消费者的宗教性能够通过抑制其猎奇性进而加强顾客忠诚倾向;(4)宗教性归因在多层中介作用模型中起到了调节作用:内在动机的宗教性归因加强了宗教性程度与精神性、顾客忠诚的正向作用;加强宗教性程度与猎奇性、猎奇性与顾客忠诚的负向作用。而外在动机的宗教性归因则减弱了宗教性程度与精神性、顾客忠诚的正向作用;减弱宗教性程度与消费者猎奇性、猎奇性与顾客忠诚的负向作用。基于以上分析,本研究阐述了研究发现的理论贡献,以及宗教性程度与顾客忠诚的关系、精神性和猎奇性对两者关系的中介作用、宗教性归因对两者之间的调节作用等多维度分析研究的管理启示,给企业提升顾客忠诚的研究提供了宗教性角度的策略和建议。
[Abstract]:The extent to which individuals adopt religious beliefs in their lives, i.e. religiosity, is manifested in the extent to which they believe in religion and act devoutly, and the impact on human society has been widely concerned by all walks of life. The far-reaching influence of religion on individual consumption psychology and behavior has raised a new proposition for the theoretical and practical circles of management: whether the religion of consumers will influence and produce their customer loyalty tendency Although previous studies have found that religion has positive and negative effects on customer satisfaction and brand switching, there is no clear explanation of how religion affects customer loyalty. Moreover, China, a populous country with a significant impact on the global economy and culture, is a country of traditional culture and modern culture. The religion of Chinese consumers (i.e. the extent to which Chinese consumers apply and adopt supernatural factors in their daily lives) is significantly different from that of foreign consumers. However, the religion of Chinese consumers and its influence on daily consumption behavior are seldom discussed in the existing literature. This paper explores and studies the religion of Chinese consumers and its relationship with customer loyalty, trying to reveal the characteristics of Chinese consumers'religion and its impact on customer loyalty. By reviewing and summarizing the literatures about the influence of religion and religion on the psychology and behavior of consumers at home and abroad, this paper puts forward the hypothesis of the relationship between the degree of religion and the loyalty of consumers for the first time in the academic field by logical inference method. Based on the hypothesis of intermediary effect, the hypothesis of intermediary effect of novelty hunting and the hypothesis of moderating effect of religious attribution, a model of the relationship between religion and customer loyalty is established. The scope of application of the new measurement tools is not limited by regions and religious sects. It fills a gap in the development of Chinese religious psychology theory and provides other researchers with operational tools to explore and discover the role of consumers'religious psychological factors in other research fields. In this study, questionnaire survey, random sampling, repeated sampling, cluster analysis, variance analysis, structural equation model analysis and regression analysis were used to analyze the relationship between religion and customer loyalty in monopoly product industry, general fast moving consumer goods industry, general durable consumer goods industry, purchasing durable consumer goods industry. The results show that: (1) the degree of religion of Chinese consumers has a positive impact on their customer loyalty in the above five product industries; (2) the religion of consumers can strengthen their customer loyalty tendency by enhancing their spirituality; (3) the religion of consumers can restrain their hunting. Singularity further strengthens customer loyalty tendency; (4) Religious attribution plays a moderating role in the multi-level mediation model: the religious attribution of intrinsic motivation strengthens the positive role of religious degree and spirituality, customer loyalty; strengthens the negative role of religious degree and curiosity, curiosity and customer loyalty. Religious attribution weakens the positive effects of religion and spirituality and customer loyalty, and weakens the negative effects of religion on consumer novelty hunting, novelty hunting and customer loyalty. The management enlightenment from the multi-dimensional analysis of the intermediary role of the relationship between the two and the moderating role of religious attribution provides the strategies and suggestions from a religious perspective for enterprises to enhance customer loyalty.
【学位授予单位】：哈尔滨工业大学
【学位级别】：博士
【学位授予年份】：2016
【分类号】：B849;F713.55

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