资源描述：
《价格促销对品牌忠诚影响的研究——基于冲动性购买行为实证的研究》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。
1、重庆大学硕士学位论文英文摘要ABSTRACTIntensemarketcompetitionmakesmoreandmorecompaniesawareofthefactthatbrandenterprisesinthemarketisnotonlythemostimportantweaponsincompetition,butalsooneofthemostvaluablewealth.However,underthepressureoflong-termshapingbrandandshort-termsalestarget,quitea
2、fewenterprises,evensomewell-knownenterprises,havetoadoptpricereductionstrategytostimulatepurchasingimpulsionofconsumer,andthentoenhancesalesinshortterm.Itseemstobehardlybalancedcompromisebetweenpricereductionstrategyandbrandloyaltyintheory.Previousresearchesreportthatpricepr
3、omotionisthemostusefulmeanstostimulateconsumerimpulsivebuyinginordertoincreasesales.Fromthesystematic,proceduralpointofview,basedonthereviewsandanalysisofdomesticandoverseasresearch,thestudystraightenouttheprocessthatthepricepromotionstimulateconsumertoimpulsivebuy,therebyaf
4、fectingitsbrandloyalty.Combiningtheprocesswithmyownunderstanding,thisstudyprovidesastructuralequationmodelforthechainof―pricepromotion—impulsivepurchase－post-purchaseevaluation－customerloyalty‖.AfterthepilotstudyandusingSPSS15.0tomakeexploratoryfactoranalysisandconfirmatoryf
5、actoranalysis,thestudyuseLISREL8.70tovalidatethestructuralequationmodel.ThisresearchchoosescostumeascommodityandfemalestudentsofChongQingUniversityassample,andasksrespondstofillouteveryquestioninquestionnairethatisrelatedtothemostimpressivepurchasingcostumeexperienceshappene
6、dinlasttwomonths.Inordertosurroundeveryrespondwithscenesetbyquestionnaire,everyrespondisrequiredtomakeabriefbackgroundspecificationbeforebeginningofquestionnaire.Thefindingdemonstratesthatinthebehaviourofpurchasingimpulsioncausedbypricereduction,thedegreeofpricereductionandc
7、ommentsafterpurchasing,undoubtedly,takeeffectonconsumerloyalty.Moreover,thedegreeofpricereductionwillalsoinfluencethedegreeofimpulsionofconsumersandcommentsafterpurchasingconsequently.Theresearchrelatedtotheinfluenceonbrandloyaltycausedbypricesalescan,inthetheory,enrichthere
8、searchareasofpricepromotionsandbrandloyalty,andsurelymakecontributiontothed
