消费者态度满意与行为忠诚关系的一致与分离

态度满意是指消费者对产品可感知的效果与期望值之间的差异函数, 行为忠诚是指消费者重复购买的次数。本文将二者关系分作两类, 一类是低满意低忠诚、高满意高忠诚的一致性关系, 另一类是低满意高忠诚、高满意低忠诚的分离性关系, 在此基础上, 进一步介绍了相关理论研究, 主要包括线性关系和约束关系研究。文章最后指出, 未来研究应加强对态度满意的价值属性、结构一致性、社会属性等的研究, 以提高消费者态度满意对行为忠诚的预测力。

The Consistence and Separation of Relationship Between consumers’ Attitude Satisfaction and Behavioral Loyalty

Attitude satisfaction refers to the difference function between the perceivable effect and expectations to products of the consumers, in which behavioral loyalty is measured by the frequency of repeated purchase. In this paper, the relationship between them was divided into two categories: one was the consistency, such as low satisfaction with low loyalty, high satisfaction with high loyalty; the other kind was the inconsistency, as low satisfaction with high loyalty, or high satisfaction with low loyalty. The researcher further introduced the related research, including linear and constraint relation. In the end, the paper suggested that future researches should focus on the value and society property of consumers’ attitude satisfaction, and the consistency of the structure, in order to improve the predictive power of consumers’ attitude satisfaction on their behavior loyalty.