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消费情绪对满意有重要影响。在产品消费中,以往研究主要针对产品属性和商店环境引发的情绪与满意的关系进行,本文在文献回顾的基础上,将产品消费中由营销者可控因素引发的消费情绪进一步划分为属性水平的情绪(Attribute-level Emotions,简称ALE)和属性水平以外的情绪(Beyond Attribute-level Emotions,简称BALE),并深入研究二者与满意的关系。定性研究和定量研究的结果表明,BALE在产品消费中确实存在;引发BALE的营销者可控因素主要有服务、商店环境、广告、销售促进和公共关系;属性水平的正面情绪和负面情绪、属性水平以外的负面情绪对满意都有直接影响,并通过满意对口传行为产生间接影响。文章最后提出了本研究对管理实践的启示、研究的局限之处及未来的研究方向。
Consumer emotions have an important influence on satisfaction. In product consumption, previous studies mainly focused on the relationship between product attributes and store environment-induced emotions and satisfaction. Based on the literature review, this article further classifies consumer sentiment triggered by marketer-controllable factors in product consumption into attribute levels. Attribute-level Emotions (ALE) and Beyond Attribute-level Emotions (BALE for short), and in-depth study of their relationship with satisfaction. The results of qualitative research and quantitative research show that BALE does exist in the consumption of products; the market-controlling factors that trigger BALE mainly include services, store environment, advertising, sales promotion and public relations; positive and negative emotions and attributes of attribute levels. Negative emotions outside the level have a direct impact on satisfaction and have an indirect effect on oral transmission through satisfaction. Finally, the article proposes the enlightenment of this study on management practices, the limitations of the research and future research directions.