摘要
基于服装行业特点、企业层面和消费者层面,提出了服装品牌忠诚度影响因素模型。根据研究假设形成调查问卷指标体系,利用回收的数据,运用因子分析和聚类分析等多元统计方法提取了11个主因子,并用序次Logistic回归模型进行处理分析,结果显示,影响服装品牌忠诚度的显著因子从大到小依次为:风险规避态度、服装属性、多样性寻求心态、自我形象概念态度、购买便利性、服务完整性、促销与推广,并分别从服装品牌忠诚的两个维度,即行为忠诚和态度忠诚对这些主因子的作用进行分析,研究结果表明,由于影响行为忠诚和态度忠诚的因素不完全相同,所以影响程度也存在较大差异。
Based on the clothing industry characteristics and the level of consumers and business enterprise, this paper puts forward the model of factors affecting clothing brand loyalty. According to the research hypotheses form questionnaire index system, using the recovery of data, 11 main components are extracted by the factor analysis and cluster analysis of multivariate statistical methods. Then using ordinal logistic regression model to deal with the 11 main components, we get significant factors that affect clothing brand loyalty, which from the biggest to the smallest are as follows, the attitude of risk.aversion, clothing attribute, the mentality of diversity seeking, attitude towards the concept of self-image, convenient buying, service integrity, promotion-oriented. Finally, these influencing factors are analyzed by two dimensions of clothing brand loyalty behavior loyalty ＆ attitude loyalty. The results show that the factors influencing behavior loyalty and attitude loyalty are not completely the same and the influence extent is of great difference.
出处
《青岛大学学报（工程技术版）》
CAS
2012年第2期66-70,共5页
Journal of Qingdao University(Engineering & Technology Edition)
