基于S-O-R模型的顾客认同对消费者流体验影响

摘要/Abstract

摘要： 通过实证研究手机品牌体验店中影响消费者流体验的因素，以对流体验理论进行深入研究并为我国体验式营销提供有益的参考，提出零售环境、品牌声誉和消费者知识使消费者产生顾客认同进而在顾客认同的基础上产生流体验的S-O-R模型，实证了顾客认同能显著地影响流体验，且零售环境、品牌声誉和消费者知识这三个前因变量均对顾客认同有显著的正向影响。

关键词: 流体验, 顾客认同, 零售环境, 品牌声誉, 消费者知识

Abstract: This paper analyzes the influence factors of consumer flow experience by using stores that experience the selling of brand mobile phones as case study. To make the analysis useful in theory and marketing, a stimulus-organism-response (S-O-R) model is presented to describe the flow experience with retail environment, consumer knowledge, and brand reputation being the basis of customer recognition. It shows that customer recognition can significantly affect the flow experience. Also, the three antecedent variables, namely retail environment, brand reputation, and consumer knowledge, have a significant positive impact on the customer recognition.

Key words: flow experience, customer recognition, retail environment, brand reputation, consumer knowledge

沙振权, 叶展慧. 基于S-O-R模型的顾客认同对消费者流体验影响[J]. 工业工程, 2012, 15(4): 72-77.

Sha Zhen-quan, Ye Zhan-hui. The Effect of Customer Recognition on Consumer's Flow Experience by Using S-O-R Model[J]. Industrial Engineering Journal , 2012, 15(4): 72-77.

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