消费者的时尚生活方式对于顾客忠诚度的影响

在不同的细分方法下，影响顾客忠诚度的要素及差异是最近市场营销领域研究的热点.本研究将讨论如何使用时尚生活方式对消费者细分以及时尚生活方式对于顾客忠诚度的影响.采用问卷调查法收集数据，对时尚生活方式量表的信度和效度进行检验，并进一步验证时尚生活方式的属性对于顾客忠诚度的影响.结果表明在全球市场中存在着跨国界的市场细分方法；消费者购买时尚产品时考虑的产品属性以及他们对于时尚产品的忠诚度均存在显著差异；时尚生活方式对于顾客的忠诚度有着显著的直接影响.

Effects of Customer Fashion Lifestyle on Customer Loyalty

Based on different segmentation, the discussion about antecedents and differences of customer loyalty is a hot topic in marketing research area. Thus, this paper focused on how can fashion lifestyle segment consumers and affect customer loyalty. The reliability and validity of fashion lifestyle measurements were tested using questionnaire survey. The relationship between fashion lifestyle and customer loyalty was further verified. The results shown the existence of cross-nation segmentation method. Different type of customers based on fashion lifestyle segmentation shows different attitudes about product attributes and customer loyalty, and fashion lifestyle has direct influences on customer loyalty.