消费体验对餐饮行业品牌资产的影响机制研究
首发时间:2019-12-13
摘要:由于消费升级以及新型社交网络的迅猛发展,当外出就餐时,顾客变得越来越关注消费体验,这就意味着在激烈的竞争环境下,餐饮企业需更加注重顾客的消费体验和品牌资产的打造以实现经久不衰。因此,本文提出了一个实证研究模型来探究体验式营销为顾客带来的两种消费体验(个人体验和共享体验)对餐饮业品牌资产的影响及其影响机制。本文利用421个实际样本以及结构方程的方法进行分析,结果表明个人体验(线下刺激)对品牌资产的正向影响远大于共享体验(线上刺激)。此外,在探究体验营销与品牌资产的影响机制时发现体验价值具有不同的中介效应。最后,本文为餐饮企业管理者提供了提高体验营销效果、提升品牌资产的建议。
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Experiential Marketing: How to Affect Brand Equity in the Catering Industry
Abstract:Due to consumption upgrade and rapid development of social networks, the level of experience of consumer in the consumption process value more than the price factor, even service factor in many industries. Besides, competition in the catering industry is extremely fierce, which means that restaurants should give priority to consumers\' experience and their brand equity in a long term. This paper indicates an empirical research model to explain how experiential marketing affects brand equity in catering industry. The results of structural equation modeling applied to 421 samples suggest that personal experience (offline stimulation) have a much more positive affect on brand equity than shared experience (online stimulation). Additionally, there is a different mediating effect of experiential value in terms of the relationship between two types of experiential marketing and brand equity. Finally, this paper provides the managers of restaurants with suggestions to increase the effect of experiential marketing and enhance brand equity.
Keywords: personal experience shared experience consumer-based brand equity experiential value
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