产品消费中ALE、BALE与满意和口传行为关系的实证研究

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-1evel 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.

How ALE and BALE Impact upon Satisfaction and Word-of-mouth Behavior: An Empirical Study into Product Consumptions

Consumption emotions have great influence on satisfac-tion. Based on a general review of the research, the authors divide the consumption emotions into Attribute-level Emotions (ALE) and Beyond Attribute-level Emotions (BALE) in product consumption, and put forward a concept model to depict the relationship between ALE, BALE and satisfaction, word-of-mouth behavior. The results of qualitative research (focus group discussion) and quantitative research (questionnaire) indicate that there is really BALE, and the factors inducing BALE are service, store environment, advertising, sales promotion and public relations, what is more, ALE and BALE have direct impact effects on satisfaction, and through satisfaction, have indirect impact on word-of-mouth behavior. Finally the au-thors discuss the managerial implication of these results and give a prospect on the further study in this field.