| 产品卷入度与感知风险下顾客忠诚研究 |
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| 引用本文： | 徐国伟.产品卷入度与感知风险下顾客忠诚研究[J].软科学,2012,26(2):140-144. |
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| 作者姓名： | 徐国伟 |
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| 作者单位： | 山东交通学院,济南,250023 |
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| 基金项目： | 山东省社会科学规划研究项目 |
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| 摘 要： | 在社会认知理论的视角下提出了卷入度-感知风险-忠诚模型(IPL)并与另外两个竞争模型进行比较。研究结果表明IPL模型明显优于竞争模型。厘清三者之间的关系对研究者探寻产品卷入度与顾客忠诚关系提供理论基础,也为企业根据顾客的产品卷入度水平来降低顾客的感知风险,从而对培育忠诚的顾客具有实践指导意义。
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| 关 键 词： | 产品卷入度 感知风险 顾客忠诚 IPL模型 |
An Empirical Study of Customer Loyalty Based on Product Involvement and Perceived Risk |
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| XU Guo-wei.An Empirical Study of Customer Loyalty Based on Product Involvement and Perceived Risk[J].Soft Science,2012,26(2):140-144. |
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| Authors: | XU Guo-wei |
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| Institution: | XU Guo-wei(Shandong Jiaotong University,Jinan 250023) |
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| Abstract: | This study compares the model of involvement-perceived risk-loyalty(IPL) to other competing models.The results show IPL model is better than other models.Clarification of the relations between them provides theoretical basis for the relation between product involvement and customer loyalty.The findings are valuable for marketer to advertise and foster customers’ loyalty. |
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| Keywords: | product involvement perceived risk customer loyalty IPL model |
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