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中国奢侈品市场的迅速扩张使得奢侈品消费研究逐渐成为一个热点问题。本文在整理国内外顾客满意与口碑传播意愿相关理论的基础上,以奢侈品消费为研究对象,对国内消费者的顾客满意与口碑传播行为进行了实证分析。特别地,对不同收入水平消费者在满意和不满意情况下的正负口碑传播意愿进行了对比研究。研究表明,一般收入水平消费者更倾向口碑传播,而高收入消费者的口碑传播意愿并不明显。本研究有利于奢侈品企业更好地制定产品、品牌与顾客管理策略。
The rapid expansion of China’s luxury market makes the study of luxury consumption has gradually become a hot issue. Based on the theory of customer satisfaction and word-of-mouth communication intention at home and abroad, this dissertation takes the luxury goods as the research object and analyzes the domestic customer’s customer satisfaction and word-of-mouth communication behavior. In particular, the willingness of pros and cons of word-of-mouth communication in the context of satisfaction and dissatisfaction among consumers of different income levels was compared. Research shows that general income level consumers are more inclined to word of mouth, while high-income consumers’ willingness to communicate is not obvious. This study is conducive to luxury goods companies to better develop product, brand and customer management strategies.