磷酸二铵消费者重复购买意向影响因素实证研究.pdfVIP

摘 要 近年来学者和企业对顾客满意、顾客忠诚、顾客关系管理及关系营销等进行了大量的 研究，保留顾客，促使顾客重复购买、提高顾客忠诚度逐渐成为营销学中研究的焦点问题。 帕累托定律指出，企业的 80%的利润来自20% 的忠诚顾客。重复购买意向是反应顾客忠诚 度的一个重要指标，赢得长期的忠诚顾客可以为企业节省大量的成本。磷酸二铵为农业生 产的必备原料，具有购买频率大的特点，提高其重复购买意向对企业十分重要。 本文从在重复购买意向相关研究的基础上设计了调查问卷和分析模型，通过4 个省297 份有效问卷的数据收集，运用相关分析和回归分析研究了影响磷酸二铵顾客重复购买意向 因素，分析结果表明磷酸二铵顾客的感知价值、顾客满意、转换成本、顾客信任、品牌偏 好，文化程度以及农作物种植面积对他们的重复购买意向都有明显的正向影响，而且顾客 满意在感知价值与重复购买意向的关系之间起到中介作用，品牌偏好在转换成本与重复购 买意向之间也起到中介作用，其他因素则对重复购买意向没有明显的影响。 关键词：重复购买意向影响因素；磷酸二铵；顾客满意；品牌偏好 - I - Abstract In recent years, scholars and business make a lot of research on customer satisfaction, customer loyalty, management of customer relationship and relationship marketing and retaining customers, encouraging repurchase and improving customer loyalty have became the focus of marketing research. Paretos law says that 80% of the corporate’s profits comes from 20% of loyal customers. Repeat purchase intention is an important indicator of customer loyalty.Wining the long-term loyal customers can save substantial cost for the enterprise. DAP is essential material for agricultural production and has a large purchase frequency .Improving their purchase intention is very important to the business. Repurchase intention is an important indicator of customer loyalty and the enterprise can save substantial cost by getting the long-term loyal customers. In this thesis，we make questionnaire and analysis model on the basis of research of repurchase intention，get data by 297 valid questionnaires of four provinces and analyze the impact factors of DAP customer’s repurchase intention by using correlation analysis and regression analysis. The result shows that consumer perceived value，customer satisfaction，switching cost，customer trust，brand preference ，education level and acreage of crop have a significant positive effect on their repurch