價值體系及人口統計特徵對低涉財忠誠行為的影響

Effects of Constructs in Value System and Demographic Variables on Loyal Behaviors of Low Involvement

張萊華(Lai-Hwa Chang) ； 林孟彥(Meng-Yan Lin)

《行銷評論》 3卷1期 (2006/03) Pp. 587-608

https://doi.org/10.29931/MR.200603.0002

摘要

本研究整合認知階層模式及價值體系模式，提出一完整價值體系模式並探討其中各構面及人口統計變數對不同市佔率品牌忠誠行為的的影響。本研究以大陸地區傳統內衣的消費者為研究對象，分別探討以上構面對全國及領導品牌忠誠行為的的影響。研究結果顯示產品屬性評估與態度以及人口統計變數，是影響全國性品牌忠誠行為的主因。在領導品牌方面，除了人口統計變數外，其他價值體系的構念均會影響消費者對領導品牌的忠誠行為。這顯示不同市佔率品牌的低涉入財經營者，如欲留住忠誠的客戶，將需擬定不同的行銷策略。

關鍵字

低涉財忠誠行為 ； 價值體系 ； 全國性品牌 ； 領導性品牌

並列摘要

Our study proposes a complete value system model which integrate consumers' cognitive hierarchies model and value-attitude system to investigate separately the effects of the constructs in the system and the demographic variables on the loyal behaviors of brands with different market shares. The subjects of this research are consumers of traditional underwear in Mainland China. We explore the influences of the aforementioned constructs on national brand and leading brand loyal behaviors individually. The results show significant differences between loyalty behaviors of customers for national brand and leading brands. Product attributes belief evaluation and attitude, as well as demographic variables are considered to be important factors that influence national brand loyalty behavior. Except for demographic variables, all relevant constructs show significant influence on leading brand loyalty behavior. The results imply that low involvement product marketers with different market shares need to develop different marketing strategies for retaining customers.

並列關鍵字

Loyalty Behavior for Low Involvement Product ； Value System ； National Brand ； Leading Brand

參考文獻

Aaker, D. A.(1991).Managing Brand Equity: Capitalising on the Value of Brand Name.New York:The Free Press.

Beatty, S. E.,L. R. Kahle,P. Homer,S. Misra(1985).Alternative Measurement Approaches to Consumer Values: The List of Values and The Rokeach Value Survey.Psychology and Marketing.2(3),181-200.

Boulding, W.,A. Dalra,R. Staelin,A. Zeithaml(1993).A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions.Journal of Marketing Research.30,7-27.

Cronins, J. J. Jr.,S. A. Taylor(1992).Measuring Service Quality: A Reexamination and Extension.Journal of Marketing.56,55-68.

Datta, P. R.(2003).The Determinants of Brand Loyalty.The Journal of American Academy of Business, Cambridge.Sep,138-144.