作　　者： ; ;

机构地区： 广东第二师范学院

出　　处： 《软科学》 2011年第8期139-144,共6页

摘　　要： 将口碑、重购和溢价作为购后行为的测量维度。在总结现有文献的基础上,提出了一个购后行为生成机制模型。通过不同消费情景下的模型实证,揭示了三个测量维度在体现购后行为潜变量特质上的差别和外因变量对三个测量维度作用的差别。进一步阐述了实证结果对管理决策的启示,包括如何处理用户锁定与品牌建设的关系,追求销量与追求溢价的关系,统筹购后行为显性行为与隐性行为的关系。 Taking word of mouth,repurchase and premium as the evaluation dimensions,this paper proposes a model of post purchase formation mechanism.An empirical analysis of different consumption situations reveals the differences of the three evaluation dimensions in reflecting the abilities of the latent variable（post purchase）,and the differences in the effects of the exogenous variable on word of mouth,repurchase and premium respectively.The implications of the study involve how to deal with the relationship between customers’ non-transfer of brand and manufacturers’ expansion of brand,the relationship between sales and premium,and the relationship between the dominant behaviors and recessive behaviors of post purchase behaviors

关 键 词： 购后行为 口碑 重购 溢价

领　　域： [经济管理] [经济管理]