大卖场内顾客冲动性购买行为对品牌忠诚度的影响研究-企业管理专业论文.pdf.docxVIP

摘要 摘要 但 与地 点 相关 的 后 悔度 与 大卖 场 的满 意 度 和忠 诚 度都 负 相关 ， 即 与地 点相 关 的 后悔度越高对大卖场的满意度和忠诚度越低。 最 后 本研 究 根据 以 上研 究 结 论提 出 了改 善 购物 环 境 、创 造 愉 悦购 物 氛围 、 针 对不 同 产品 和 消 费者 进 行营 销 策划 与 降 低后 悔 度、 提 高满 意 度 来保 证忠 诚 度 的营销策略。 关键词：大卖场, 冲动性购买, 购物行为因素, 冲动性特质, 忠诚度 A B A B S TR A C T E FFEC T O F C O N SU M ER S’IM PU L SE B U Y IN G B E H AV IO R IN SU PE R M A R K E T S O N B R A N D L O YA LT Y —A N E M PIR IC A L ST U D Y B Y U SIN G SH O P P IN G B E H AV IO R A L FA C T O R A S T H E IM PL O SIV E IN D U C E M E N T A B STR A C T R ecently, superm arket has becom e a m ain daily shopping channel for consum er, w here there are all kinds of com m odities. It’s com m on that consum er w ill conduct Im pulse buying because of internal or external factors in one superm arket.B ecause consum ers’im pulse buying contributes a lot to sales of superm arkets, environm ents of im pulse buying are being built by all superm arkets. In this condition, though sales can be increased dram atically in the short term , it’s not good for superm arkets’long-term developm ent since thatshort-term stim ulate consum ption is lack of loyalty. C onsidering that consum ers’im pulse buying is unplanned and tem porarily out of control, it com es into our m ind that w hat about its post-purchase evaluation and how its post-purchase evaluation w illaffectthe brand loyalty of both products and superm arkets. If the effect is good for building brand loyalty, im pulse buying should be encouraged. O therw ise, it should be restrained. H ow ever, it is regrettable thatem pirical studies are very lim ited in this field, so it’s critical to expand this study scope and m ake recom m endations forsuperm arkets. Thisstudy uses shopping behavioralfactoras an im pulsive inducem ent.It tries to validate the effects betw een shopping behavioral factor,consum ers’ im pulsive trait and consum ers’im pulse buying. Based on this analysis, it m ainly discusses the post-purchase evaluation (satisfaction and regret) of consum ers’im p