绿色食品顾客感知价值维度及其对顾客忠诚的影响研究
A study about the Multi—Dimension of Customer Perceived Value of Green Foods and its Effects on Customer Loyalty
Abstract
自20世纪90年代以来,顾客感知价值已逐渐被认为是企业竞争优势的新来源和企业持续增长的引擎,其研究已成为营销学者与企业经理人关注的焦点领域。然而,目前大部分的研究对象主要集中在服务和耐用消费品上,对快速消费品特别是食品的研究较少。因此,本文选取在全球生态环境不断恶化下开始备受青睐的绿色食品为研究对象,用结构方程方法来探讨绿色食品顾客感知价值维度及其对顾客忠诚的影响。本文的主要研究结论是:(1)绿色食品的顾客感知价值中存在感知绿色价值;(2)情感价值和绿色价值对顾客忠诚具有直接的正向影响作用;(3)顾客感知价值通过顾客满意对顾客忠诚的正向作用不显著。 全文共分五个章节,具体安排如下: 第一章... Since 1990s, the study of customer perceived value (CPV) has become a focused field for marketing researchers and business managers, for it is considered as a new source of business competitiveness and an engine of constant development. However,most of the scholars concerning CPV paid their attentions mainly to the service products or durable goods, and there are seldom researchers devoted themsel...