【摘要】：在市場經(jīng)濟(jì)條件下,顧客對企業(yè)提供的產(chǎn)品或服務(wù)是否滿意是企業(yè)的生存和發(fā)展的決定性因素。自從Cardozo在1965年首次在營銷學(xué)中將顧客滿意的觀點(diǎn)引入消費(fèi)研究領(lǐng)域以來,對于消費(fèi)者行為的研究一直是許多學(xué)者和企業(yè)實(shí)踐工作者關(guān)注的熱點(diǎn)。在隨后的研究中學(xué)者發(fā)現(xiàn)顧客的消費(fèi)過程不僅僅是一個認(rèn)知過程,還是一個情感的體驗(yàn)過程。這引起學(xué)者們對消費(fèi)情感研究的興趣,并逐漸重視消費(fèi)情感在顧客滿意形成中的重要作用。本文旨在通過對婚紗消費(fèi)情感影響因素及其作用機(jī)制的研究,為婚紗經(jīng)營企業(yè)管理者提出相應(yīng)營銷建議。 本文在感性消費(fèi)時代背景下,對國內(nèi)外學(xué)者關(guān)于消費(fèi)情感測量維度及其對顧客滿意作用的理論進(jìn)行文獻(xiàn)綜述的基礎(chǔ)上,結(jié)合婚紗消費(fèi)者的特點(diǎn),對消費(fèi)情感的測量維度進(jìn)行分析梳理,通過實(shí)證分析對引入消費(fèi)情感的期望不一致模型進(jìn)行驗(yàn)證,最終得到了基于婚紗消費(fèi)者的消費(fèi)情感模型,并對實(shí)證結(jié)果進(jìn)行分析說明。研究顯示：消費(fèi)情感影響因素包括人員服務(wù)、服務(wù)環(huán)境、營銷活動和產(chǎn)品屬性四個維度,消費(fèi)情感劃分為正面消費(fèi)情感和負(fù)面消費(fèi)情感兩個維度；正面消費(fèi)情感對顧客滿意有顯著正向影響,負(fù)面消費(fèi)情感對顧客滿意有顯著負(fù)向影響；在期望不一致模型中消費(fèi)情感是期望不一致對顧客滿意的中介變量。 本文研究使顧客對消費(fèi)情感的測量更加科學(xué)合理和具有可操作性,在對模型實(shí)證分析和假設(shè)檢驗(yàn)的基礎(chǔ)上,為婚紗經(jīng)營企業(yè)提出了相應(yīng)的建議：情感營銷,利用消費(fèi)者的情感需求整合營銷策略；提高服務(wù)人員的服務(wù)質(zhì)量；管理者要將消費(fèi)情感納入決策范圍。
[Abstract]:Under the condition of market economy, whether the customer is satisfied with the product or service provided by the enterprise is the decisive factor for the survival and development of the enterprise. Since Cardozo first introduced the viewpoint of customer satisfaction into the field of consumer research in 1965, the research on consumer behavior has been a hot topic for many scholars and enterprise practitioners. In the subsequent study, scholars found that the consumer consumption process is not only a cognitive process, but also an emotional experience process. This has aroused scholars' interest in the study of consumer emotion and gradually attached importance to the important role of consumer emotion in the formation of customer satisfaction. The purpose of this paper is to put forward the corresponding marketing suggestions for the managers of wedding dress management enterprises through the study of the influencing factors of wedding dress consumption emotion and the mechanism of its action. Based on the literature review of domestic and foreign scholars' theories on the measurement of consumer emotion and its effect on customer satisfaction, this paper combines the characteristics of wedding dress consumers under the background of perceptual consumption era. The measurement dimension of consumer emotion is analyzed and combed through empirical analysis to verify the expectation inconsistent model which introduces consumer emotion. Finally the consumer emotion model based on wedding dress is obtained and the empirical results are analyzed and explained. The research shows that: the influencing factors of consumer emotion include four dimensions: personnel service, service environment, marketing activities and product attributes, and consumer emotion is divided into two dimensions: positive consumer emotion and negative consumer emotion; Positive consumer emotion has a significant positive impact on customer satisfaction, negative consumer emotion has a significant negative impact on customer satisfaction; in the expectation inconsistent model, consumer emotion is the intermediary variable of expectation inconsistent to customer satisfaction. This paper makes the measurement of consumer emotion more scientific, reasonable and operable. On the basis of empirical analysis and hypothesis test of the model, this paper puts forward some corresponding suggestions for the wedding dress business: emotional marketing, Using consumers' emotional needs to integrate marketing strategies; to improve the service quality of service personnel; managers should bring consumer emotion into the decision-making range.
【學(xué)位授予單位】：大連交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F719

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