产品内外部线索对品牌忠诚度的影响——以年轻女性购买内衣为例-《武汉职业技术学院学报》

文章信息/Info

Title:: On Effects of Intrinsic and Extrinsic Product Cues on Brand Loyalty: A Case Study on Young Women's Appeal for Underwear

Author(s):: CHEN Kao-mao ¹ LIU Chi-cheng ²; Department of Business Administration, Overseas Chinese University, Taichung40721, China

摘要:: 女性对内衣的诉求,以前只在乎产品的品牌价格、来源或保证,但现在的女性开始重视产品设计与功能,甚至可以将内衣当作外衣来穿,现在女性对内衣的诉求会对内外部线索均考虑。女性内衣原是以功能为出发点,而今,在电视广告或是相关女性内衣的报导中,女性内衣功能的考虑已成为基本条件。该研究将以女性内衣为例,探讨女性消费者持续购买内衣品牌的考虑因素,并从内外部线索加以分析。研究中使用了SPSS与AMOS软件来验证研究理论模型,实证结果显示内部线索(款式)→态度忠诚度、外部线索(产品形象、服务)→态度忠诚度、外部线索(产品形象

Abstract:: This study sets out to examine the effects of intrinsic and extrinsic product cues on brand loyalty. It is found that when young women form opinion about the quality of underwear, they will use both the intrinsic and extrinsic cues. Taking young women's appeal for underwear as an example, the paper discusses factors accounting for sustaining purchase. SPSS and AMOS software are used to verify the theoretical model in this study. The empirical results ac— knowledge five paths: intrinsic cues (style) 寅attitude of loyalty, extrinsic cues (product image, service) 寅attitude of loyalty, extrinsic cues (product image, service) 寅behavior loyalty, while ruling out other paths. Finally, recommenda— tions and findings are put forward based on empirical results.