文献类型：期刊文献

中文题名：理性行为视角下顾客忠诚影响顾客转换意愿的三维交互机制研究——以我国移动通信市场为例

英文题名：A Research on the Three-dimensional Interaction Mechanism of Customer Loyalty and Switching Intention from a Perspective of Theory of Reasoned Action——Taking China Mobile Telecommunication Market as an Example

作者：汪蓉[1];韦恒[1]

第一作者：汪蓉

机构：[1]北京联合大学商务学院

第一机构：北京联合大学商务学院

年份：2017

卷号：0

期号：4

起止页码：11-22

中文期刊名：哈尔滨商业大学学报：社会科学版

收录：国家哲学社会科学学术期刊数据库;CSSCI:【CSSCI_E2017_2018】；

基金：北京市哲学社会科学基金项目"微营销时代品牌营销驱动机制研究"(15JGB082)

语种：中文

中文关键词：顾客忠诚;顾客转换成本;顾客转换意愿;消费者一品牌认同

外文关键词：customer loyalty; switching costs; switching intention ; consumer - brand identification

摘要：以理性行为理论为逻辑基础,系统建构了顾客忠诚、顾客转换行为、消费者—品牌认同与转换成本之间的三维交互机制的理论模型。利用多元回归方法对我国移动通讯市场的数据进行实证检验后,可以发现:顾客对产品的态度忠诚负向影响顾客的转换意愿;顾客对服务的态度忠诚负向影响顾客的转换意愿;转换成本对顾客忠诚与转换意愿之间的关系起负向调节作用;消费者—品牌认同、转换成本和顾客转换之间存在三维交互效应。
Based on the Theory of Reasoned Action （ TRA）, this paper constructs the theoretical model of the three - dimensional interaction mecha- nism between customer loyalty, switching behavior and consumer - brand identification. Using the multiple regression method to do the empirical a- nalysis for China＇s mobile telecommunication market, we find that customer attitudinal loyalty towards product has a negative impact on customer switching intention,as well as that towards service. Furthermore,switching cost has a negative effect on the relationship between customer loyalty and switching intention. Last but not least, there is a significant three - dimensional interaction among consumer - brand identification, switching cost and customer switching.