FORM RDC/1A潮滩
(Revid Mar 2009)
THE HONG KONG POLYTECHNIC UNIVERSITY
RESEARCH DEGREE PROPOSAL
(To be typewritten by the Applicant)怎么折书包
工作移交清单想家的诗句Note: Plea note that the information given in this form will only be ud for processing this application.
1. Project Title:
Rearch of consumer multi-loyalty behavior
2. Project Objectives: (Purpo of propod investigation)
First, finish the redefinition of consumer multi-loyalty. 独自上场In the literature review, we learned that some s
cholars have discusd multi-band loyalty or multi-store buying; they either defined it from behavior dimension or from attitude dimension. However, we should not regard the two dimensions as mutually exclusive in order to reach the esnce meaning of consumer loyalty. The rearch will employ study theory to explain consumer attitudinal loyalty and recognition maladjustment theory to explore consumer multi-听老婆的话loyalty behavior.
Second, develop new tool for gmentation of consumer behavior. The rearch will compare premi variables of multi-loyalty and single-loyalty, such as trust, satisfaction, perceive risky perceive value, and promis, and the results of tho types loyalty such as nsitivity to price and public prais, find the difference and provide new gment tool for further rearch of consumer behavior. Some conclusions of the compare rearch may turn out inconsistent with prevalent views. If so, I will stand cautious and give judgment according only to empirical data.
Third, establish driving mechanism of consumer multi-loyalty. By scrutinizing the external factors, such as the enforcement of competition and homogenization, and the internal factors, such as consumer’s ability to recognize the differences between brands, the rearch will ek the driving mechanism of consumer multi-loyalty.
3. Scope and Background of Rearch:
(Plea identify key issues/problems to be addresd)
The multi-loyalty issue is actually not unfamiliar to any of us. Just think, how many brands of toothpastes do we try every year, how many different bank cards we have in our wallets and how many different restaurants do we eat in during the past years? For various reasons, we may buy other competitive products of a certain brand while we claim our loyalty to the brand, or we may be loyalty to veral brands of certain type of products and rvices at the same time. If we do so, we are multi-royalty consumers. For my part, this phenomenon can be primarily attributed to two caus. On one hand, with the development of manufacture technology and competition of the market, the certain kind of products and rvices are becoming more and more homogeneous. On the other hand, consumers today are more easily tired of a brand than they were and new brands manifesting in the market are competing for consumers’ attention with exited ones.
Although many scholars and rearchers have gradually realized that the issue of consumers’ multi-loyalty behavior is a universal phenomenon, and they have done tremendous rearches about consumer loyalty, whether tho rearches are over what kind of loyalty, including brand loyalty, products and rvices loyalty, and even resources loyalty in B2B business environment, or over the caus or the results of loyalty, few of the scholars and rearchers have clearly classified whether t姜汁奶茶
he loyalty is to a single brand or to multi-brands. Several scholars have discusd multi-loyalty and multi-shopping behavior, but they either from the perspective of behavior (Ehrenberg and Goodhardt, 1970; Kau Ah and Ehrenberg, 1984), or from the view of attitude (Jacoby, 1971) to define and measure. Thus, to explore the consumers’ multi-loyalty problem in a deeper perspective, we should ba our rearch on both behavior and attitude dimension.
The key problems that the rearch suppod to solve are as follows: firstly, redefine consumer multi-royalty basing on Cognition Theory and the integration of both behavior dimension and attitude dimension; condly, compare and quantitative the distinction of between the loyalties to certain kind of products and rvices in a multi-loyalty t; thirdly, compare and find out the similarities and differences of the antecedents of loyalty, such as trust, satisfaction, perceive risky, perceive value and promis, and the conquences of loyalty such as nsitivity to price and public prais of multi-royalty consumers and tho of single-royalty consumers; finally, explore the external and internal factors that contribute to multi-loyalty behavior and establish a decision-making model of multi-loyalty consumers.
