不同顾客价值取向下体验对其购买意愿的影响——以汽车消费为例

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硕士学位论文

摘要

21 世纪的今天，体验经济开始慢慢地登上了历史的舞台，它的到来实际上

是对传统的规模经济和商品化的一种反叛。因为现今的消费者需要的不仅仅是

商品或服务，更需要通过对产品或服务的消费来得到充满感性的享受和难以忘

怀的愉悦，基于此，体验营销应运而生。作为一种新的营销方式，体验营销关

注顾客体验，通过感官、情感、思考、行动、关联诉求，经由多方刺激与体验

设计，诱发顾客潜在需求并产生消费行为。近年来，体验营销在许多行业里取

得了显著的效果，使得它越来越成为人们关注的焦点。汽车消费领域日益激烈

的竞争，也使得业者不得不转变传统的营销方式，努力营造出良好的体验过程

以提高顾客的满意度及其购买意愿。因此，本文研究的目的主要有四个：第一，

了解消费者在购车时，影响其消费体验感知的因素由哪些维度构成。第二，探

讨消费体验对其体验满意度和购买意愿是否有显著的影响作用。第三，探讨对

于汽车这种可选耐用消费品，消费者的价值取向包括哪些维度。第四，了解不

同的顾客价值取向下，体验营销要素如何对其体验满意度产生影响。

从理论层面上说，以往的研究大多局限于休闲娱乐产业，探讨体验价值、

顾客满意、品牌形象、消费者购买行为之间的关系，这些产业具有购买、消费

同时进行的特点。本文以汽车消费产业为研究对象，对消费者购车中的体验维

度和价值取向维度进行了提取，对在购车过程中，消费者体验与其满意度及购

买意愿的关系进行了探索性研究，并将顾客价值取向作为一个调节变量，探讨

不同的价值取向对顾客满意和购买意愿的干扰效果。从实践意义上看，这些方

面的研究可以为汽车经销者如何更好地吸引目标顾客，提高他们的购买意愿提

供一些意见和建议。

本研究选取现代品牌的伊兰特作为研究对象，对伊兰特的潜在购买者进行

问卷调查，一共取得有效问卷 188 份，在信度和效度分析后，最后运用结构方

程模型和多元回归分析对本文的假设进行实证研究，并得到如下结论：

在顾客体验对顾客满意及其购买意愿的影响上。运用结构方程模型，对三

者进行拟合，结果发现顾客体验对顾客满意有明显的正向影响，顾客体验对顾

客购买意愿也有明显的正向影响，但顾客满意并没有在体验与购买意愿中起到

一个中介的作用。也就是说，满意度高并不意味着其购买意愿也高，低满意度

也可能带来高的购买意愿，顾客的购买意愿受到许多其他未知因素的影响。

顾客价值取向调节效果的研究发现：（1）功能价值取向在感官体验、情感

体验与顾客满意的关系中起到了调节作用，且其在感官体验、情感体验与行动

体验与顾客购买意愿的关系中起到了调节作用；（2）社会价值取向在情感体验

硕士学位论文

与顾客满意的关系中起到了调节作用，此外，它在感官体验、情感体验及关联

体验与顾客购买意愿的关系中分别也起到了调节作用；（3）情感价值取向在情

感体验与顾客满意的关系中起到了调节作用，且分别在行动体验、关联体验与

顾客购买意愿的关系中起到了调节作用。

通过本研究，在汽车消费领域建立一个体验营销的模型，对于丰富体验营

销的研究理论，扩展体验营销理论研究范围和研究深度具有积极的意义，同时，

也能够从实践上指导汽车经销商从消费者角度出发，为消费者提供更美好的体

验，从而提高他们的购买意愿。

关键词：体验营销；顾客价值取向；顾客满意；购买意愿

硕士学位论文

III

ABSTRACT

In the 21st century, experiential economy begins to ascended the stage of

history slowly. Its arrival is actually a kind of rebel to traditional economies of scale

and commercialization. Because today’s consumers want more than just the goods or

services, but also to get the sensual enjoyment and unforgettable pleasure through

the consumption of the product or service. Based on this, experiential marketing

comes into being. As a new method of marketing, experiential marketing pays its

attention to customers’ experiences including senses, feel,think, act, relate and

evokes customers’ potential demands or even generates purchase behavior through

multi-stimulations and experiential designs. In recent years, experiential marketing

has achieved remarkable results in many industries, making it more and more the

focus of people’s concerns. The competition in Automobile industury has become

increasingly fierce, so the operators have to change the traditional marketing

methods and make great efforts to create a good experiential process so as to

improve customers’ satisfaction and purchase intention. Therefore, the main purpose

of this study are listed as the following four aspects: first, to learn in the process of

purchasing a car, consumer experiences are composed of what kind of factors and

dimensions. Second, to explore whether the consumer experiences have a significant

effect on their satisfaction and purchase intentions. Third, to explore consumer

values includes what kind of dimensions for automobiles. Fourth, to study under

different customer value tendency, the experiential marketing effects its satisfaction

in which way and direct.

From the theoretical perspective, previous studies have mostly been confined to

leisure and entertainment industry and explore the relationship among experiential

value, customer satisfaction, brand image, consumer purchase behavior. This paper

makes automobile consumption industry as the research object and extracts

dimensions of experience and customer values orientations in the cars’ purchase

process. Further more, customers value tendency is acted as an adjustmental variable

to explore different value tendency’s interference effects on customers’ satisfaction

and purchase intension. From a practical sense, these studies can be used to provide

some comments and suggestions for car distributors on how to better attract target

硕士学位论文

customers and to increase their willingness to buy.

In this study, the author chooses Hyundai brand’s Elantra as a research object

and proposes questionnaire survey on Elantra's target consumers. In the end, a total

of 188 valid questionnaires are obtained. After the reliability and validity analysis,

the study finally adopts the structural equation modeling and multiple regression

analysis to have empirical researchs on the assumptions and gets the following

conclusions:

In the relationship among customers’ experience, satisfaction and purchase

intention, the structural equation model is adpoted to fit to the three and finds that

customer experience has obviously positive effects on the its satisfaction, and also

has a positive effects on customers’ willingness to buy. But the results show that

customer satisfaction doesn’t play an intermediary role between experience and

purchase intention. In other words, a high degree of satisfaction does not mean that

its purchase intension will also be high and low satisfaction may also bring high

buying will. The customer's willingness to buy are influenced by many other

unknown factors.

The study of customer value tendency ’s moderating effects finds that: (1) the

function values tendency plays a regulatory role beteween sensory

experience ,emotional experience and customer satisfaction respectively, and it also

plays a regulatory role beteween sensory experience, emotional experience, action

experience and customer purchase intention respectively; (2) the social value

tendendy plays a regulatory role beteween emotional experience and customer

satisfaction, and it also plays a regulatory role beteween sensory experience,

emotional experience, related experience and customer purchase intention

respectively; (3)the emotional value tendency plays a regulatory role beteween

emotional experience and customer satisfaction, and it also plays a regulatory role

beteween action experience, related experience and customer purchase intention

respectively.

This research is aimed to build a model of experiential marketing in the field of

automobile consumption areas, which may have a positive sense in enriching the

theory of experiential markerting and expanding the research scope of and depth in

experiential marketing theory. At the same time, it can guide the car dealers from the

point of consumers’ view practically and provide consumers with a better experience

so as to enhance their readiness to buy.

硕士学位论文

Keywords: Experiential Marketing; Customer Value Tendency;

Customer Satisfaction; Purchase Intension

硕士学位论文

第一章导论................................................................................................................................1

第一节研究背景.............................................................................................................. 1

第二节研究意义.............................................................................................................. 3

第三节研究目的和内容.................................................................................................. 3

第四节研究创新之处...................................................................................................... 4

第五节研究方法、技术路线和结构安排...................................................................... 4

第二章文献述评............................................................................................................................. 7

第一节体验营销研究述评.............................................................................................. 7

第二节顾客价值取向研究述评.................................................................................... 14

第三节顾客满意研究述评............................................................................................ 19

第四节购买意愿研究述评............................................................................................ 20

第三章研究设计........................................................................................................................... 23

第一节研究框架............................................................................................................ 23

第二节研究假设............................................................................................................ 24

第三节变量的操作性定义及衡量构面........................................................................ 26

第四节问卷设计与数据收集........................................................................................ 29

第五节数据分析方法.................................................................................................... 30

第四章样本数据分析..................................................................................................................... 34

第一节描述性统计........................................................................................................ 34

第二节问卷信度与效度分析........................................................................................ 36

第三节测量模型分析——建构效度与信度................................................................ 40

第四节结构模型分析.................................................................................................... 46

第五节顾客价值取向的调节作用分析........................................................................ 52

第五章研究结论与展望.................................................................................................................. 69

第一节研究结果与讨论................................................................................................ 69

第二节管理建议............................................................................................................ 72

第三节研究局限与展望................................................................................................ 72

参考文献..................................................................................................................................... 74

附录........................................................................................................................................... 80

硕士学位论文

VII

图目录

图1-1 本研究采用的技术路线............................................................................................................ 5

图2-1 体验的维度......................................................................................................................... 10

图3-1 本文研究框架图................................................................................................................... 23

图3-2 调节变量分类...................................................................................................................... 33

图4-1 体验营销策略模组的二级验证性因子分析（CFA）模型图.............................................................. 41

图4-2 顾客价值取向的二级验证性因子分析（CFA）模型图....................................................................44

图4-3 结构模型路径及参数图.......................................................................................................... 47

图4-4 模型修改后的路径图及参数.................................................................................................... 49

图4-5 分块体验的路径图及参数....................................................................................................... 51

图4-6 调节作用示意图................................................................................................................... 52

图4-7 功能价值取向调节作用示意图................................................................................................. 53

图4-8 社会价值取向调节作用示意图................................................................................................. 57

图4-9 情感价值取向调节作用示意图................................................................................................. 61

硕士学位论文

VIII

表目录

表3-1 体验营销变量定义与衡量....................................................................................................... 26

表3-2 体验营销策略模组量表.......................................................................................................... 27

表3-3 价值取向变量定义与衡量....................................................................................................... 28

表3-4 顾客价值取向量表................................................................................................................ 28

表3-5 顾客满意量表...................................................................................................................... 29

表3-6 购买意愿量表...................................................................................................................... 29

表3-7 调查问卷回收统计表............................................................................................................. 30

表3-8 Cronbach’s α系数建议标准....................................................................................................... 31

表3-9 SEM 模型拟合度标准与判断准则.............................................................................................. 32

表4-1 样本的基本信息描述............................................................................................................. 34

表4-2 各变量描述性统计分析.......................................................................................................... 35

表4-3 KMO 和Bartlett 球形检验........................................................................................................37

表4-4 本研究问卷信度分析结果整理................................................................................................. 37

表4-5 体验营销测量模组的信度分析................................................................................................. 38

表4-6 顾客价值取向的信度分析....................................................................................................... 38

表4-7 顾客满意的信度分析............................................................................................................. 39

表4-8 顾客购买意愿的信度分析....................................................................................................... 39

表4-9 体验营销测量模 CFA 参数估计表............................................................................................. 42

表4-10 体验营销测量模组的建构信度与平均变异抽取量........................................................................43

表4-11 体验营销测量模组拟合度指标值.............................................................................................43

表4-12 顾客价值取向 CFA 参数估计表...............................................................................................45

表4-13 顾客价值取向的建构信度与平均变异抽取量..............................................................................45

表4-14 顾客价值取向拟合度指标值...................................................................................................46

表4-15 结构模型中各指标在其变量上的因子负荷.................................................................................48

表4-16 结构模型中各指标的建构信度及平均变异抽取量........................................................................48

表4-17 结构模型整体拟合度指标值...................................................................................................48

表4-18 研究假设与验证方式............................................................................................................49

表4-19 研究假设的验证..................................................................................................................49

表4-20 模型修改后的路径系数对比...................................................................................................50

表4-21 结构模型整体拟合度指标值....................................................................................................50

硕士学位论文

表4-22 分块体验与顾客满意与购买意愿的路径系数..............................................................................50

表4-23 感官体验与功能价值取向交互作用对顾客满意的回归分析............................................................53

表4-24 情感体验与功能价值取向交互作用对顾客满意的回归分析............................................................54

表4-25 行动体验与功能价值取向交互作用对顾客满意的回归分析............................................................54

表4-26 关联体验与功能价值取向交互作用对顾客满意的回归分析............................................................55

表4-27 感官体验与功能价值取向交互作用对购买意愿的回归分析............................................................55

表4-28 情感体验与功能价值取向交互作用对购买意愿的回归分析............................................................55

表4-29 行动体验与功能价值取向交互作用对购买意愿的回归分析............................................................56

表4-30 关联体验与功能价值取向交互作用对购买意愿的回归分析............................................................56

表4-31 感官体验与社会价值取向交互作用对顾客满意的回归分析............................................................57

表4-32 情感体验与社会价值取向交互作用对顾客满意的回归分析............................................................58

表4-33 行动体验与社会价值取向交互作用对顾客满意的回归分析............................................................58

表4-34 关联体验与社会价值取向交互作用对顾客满意的回归分析............................................................58

表4-35 感官体验与社会价值取向交互作用对购买意愿的回归分析............................................................59

表4-36 情感体验与社会价值取向交互作用对购买意愿的回归分析............................................................59

表4-37 行动体验与社会价值取向交互作用对购买意愿的回归分析............................................................60

表4-38 关联体验与社会价值取向交互作用对购买意愿的回归分析............................................................60

表4-39 感官体验与情感价值取向交互作用对顾客满意的回归分析............................................................61

表4-40 情感体验与情感价值取向交互作用对顾客满意的回归分析............................................................61

表4-41 行动体验与情感价值取向交互作用对顾客满意的回归分析............................................................62

表4-42 关联体验与情感价值取向交互作用对顾客满意的回归分析............................................................62

表4-43 感官体验与情感价值取向交互作用对购买意愿的回归分析............................................................63

表4-44 情感体验与情感价值取向交互作用对购买意愿的回归分析............................................................63

表4-45 行动体验与情感价值取向交互作用对购买意愿的回归分析............................................................63

表4-46 关联体验与情感价值取向交互作用对购买意愿的回归分析............................................................64

表4-47 顾客价值取向对顾客满意及购买意愿的调节作用汇总表...............................................................64

表4-48 不同功能价值取向水平下体验对满意及购买意愿的回归分析.........................................................65

表4-49 不同社会价值取向水平下体验对满意及购买意愿的回归分析.........................................................66

表4-50 不同情感价值取向水平下体验对满意及购买意愿的回归分析.........................................................66

表4-51 研究假设验证汇总...............................................................................................................67

硕士学位论文

第一章导论

第一节研究背景

一、体验经济时代的到来

美国学者甘哈曼在《第四次浪潮》一书中宣告，人类社会的经济基础经历

了农业经济、工业经济、服务经济，

21 世纪的今天，已经进入了体验经济时代。

从传统的 E-K-B 理想购买决策模式（Blackwell et al.，2001）到强调过去一直

被忽略的享乐或情感变数的重要性（Addis and Holbrook，2001）,说明了这种

变化的趋势。现今，顾客已由重视功能强、外型好的传统营销方式，进入塑造

感官体验，思维认同的体验营销（Schmitt，1998）方式。1999 年，美国学者派

恩和吉尔摩在他们合著的《体验经济》一书中指出，体验是以服务为舞台、以

商品为道具，围绕消费者创造出值得其回忆的活动（Pine and Gilmore，1999）。

简而言之，体验是一种让人亲自感受并烙印于心中产生永不抹灭的记忆或

回忆。并且，消费者愿意为这类体验付费，因为它美好、难忘、非我莫属、不

可复制、不可转让、转瞬即逝，它的每一瞬间都是一个“唯一”。1环顾四周，

各种主题餐厅、主题公园如雨后春笋般林立，电信运营商引领我们进入“3G”

体验时代，幸运 52、快乐大本营、超级女生等强调互动的娱乐项目正火爆地冲

击着我们的生活，万科地产等企业在经营过程采取体验消费方式来满足消费者

求新求异的需求等等，各种鼓励顾客参与的营销模式应运而生，体验经济的浪

潮已经悄然改变了我们的生活。在 21 世纪的今天，这个以“休闲者”为中心，

充满朝气和活力的体验经济时代，正逐渐成为人们瞩目的焦点，并日渐显示其

强大的生命力。

二、个性化消费背景下不同的顾客价值取向

个性是心理学的概念，它是指一个人所持有的心理特征，它导致一个人对

所处的环境相对一致和持续不断地反应。著名心理学家马斯洛提出了需要层次

论，认为个性就是从低级生理需要，到高级自我实现需要的过程，为此人们会

更新观念，追求非理性的求异思维。

随着社会经济的快速发展，消费者可支配收入、休闲娱乐时间的进一步增

加，产品和服务的同质化以及科学技术的迅猛发展，消费者的消费观念和消费

方式发生了多方面的深刻变化，2价值观念日益个性化，进而要求产品具有浓厚

1陈艳丽.基于旅游体验的影视主题公园游客满意度研究[D]. 浙江:浙江大学, 2007.

2郭馨梅.体验经济刍议[J]. 北京工商大学学报(社会科学版).2003.7, p3.

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摘要：

硕士学位论文I摘要21世纪的今天，体验经济开始慢慢地登上了历史的舞台，它的到来实际上是对传统的规模经济和商品化的一种反叛。因为现今的消费者需要的不仅仅是商品或服务，更需要通过对产品或服务的消费来得到充满感性的享受和难以忘怀的愉悦，基于此，体验营销应运而生。作为一种新的营销方式，体验营销关注顾客体验，通过感官、情感、思考、行动、关联诉求，经由多方刺激与体验设计，诱发顾客潜在需求并产生消费行为。近年来，体验营销在许多行业里取得了显著的效果，使得它越来越成为人们关注的焦点。汽车消费领域日益激烈的竞争，也使得业者不得不转变传统的营销方式，努力营造出良好的体验过程以提高顾客的满意度及其购买意愿。因此，本...

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不同顾客价值取向下体验对其购买意愿的影响——以汽车消费为例.pdf

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不同顾客价值取向下体验对其购买意愿的影响——以汽车消费为例

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