Proceedings of the 2016 International Conference on Computer and Information Technology Applications

The research on the relationship between consumer attitudes and loyalty index:Degree of Satisfaction is Mediator Variable

Authors
Rui Zhang
Corresponding Author
Rui Zhang
Available Online May 2016.
DOI
10.2991/iccita-16.2016.36How to use a DOI?
Keywords
consumer attitudes, loyalty index
Abstract

This article will divide the consumer attitude into the hedonism and utilitarianism meanwhile dividing the satisfaction degree into decision-making and purchasing based on purchase phase ,then studying the correlation among the above 4 points and loyalty index. Firstly, we get the measurement scale of the consumer hedonism / utilitarianism attitudes and decision-making satisfaction degree and purchase satisfaction degree and loyalty index based on the literature information and depth interview, and then putting forward a revised formal questionnaire through the pre-test data reliability analysis. After formal questionnaire issuing and data collecting which is use for the reliability testing and confirmatory factor analysis,we use the structural equation modeling software to simulate model parameters, and ultimately test the research hypothesis through the path analysis.

Copyright
© 2016, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 2016 International Conference on Computer and Information Technology Applications
Series
Advances in Computer Science Research
Publication Date
May 2016
ISBN
10.2991/iccita-16.2016.36
ISSN
2352-538X
DOI
10.2991/iccita-16.2016.36How to use a DOI?
Copyright
© 2016, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Rui Zhang
PY  - 2016/05
DA  - 2016/05
TI  - The research on the relationship between consumer attitudes and loyalty index:Degree of Satisfaction is Mediator Variable
BT  - Proceedings of the 2016 International Conference on Computer and Information Technology Applications
PB  - Atlantis Press
SP  - 198
EP  - 204
SN  - 2352-538X
UR  - https://doi.org/10.2991/iccita-16.2016.36
DO  - 10.2991/iccita-16.2016.36
ID  - Zhang2016/05
ER  -