Kaur Deepraj, Mustika Martina Dwi, Sjabadhyni Bertina
Faculty of Psychology, Universitas Indonesia, Kampus Baru Depok, Depok, Jawa Barat 16424, Indonesia.
Heliyon. 2018 Apr 20;4(4):e00610. doi: 10.1016/j.heliyon.2018.e00610. eCollection 2018 Apr.
In studies on consumer behavior science, it is argued that brand affect, consumer satisfaction, and disconfirmation influence brand loyalty. This study aims to investigate whether the interaction of brand affect and cognition predicts brand loyalty in older adult consumers if consumer satisfaction is considered. A group of 344 older adult consumers participated and a mediated moderation analysis of the data was used to test our hypotheses. The results showed that consumer satisfaction increased the relationship between brand affect and brand loyalty in older adult consumers. However, disconfirmation did not influence that relationship. It can be concluded that the loyalty of older adult consumers toward a brand was more likely to be influenced by their affection than their cognition. Therefore, marketers should design products that better satisfy this population group and create loyalty to the product through enhancing affect connections.
在消费者行为科学研究中，有人认为品牌情感、消费者满意度和不一致性会影响品牌忠诚度。本研究旨在探讨如果考虑消费者满意度，品牌情感与认知的相互作用是否能预测老年消费者的品牌忠诚度。344名老年消费者参与了该研究，并使用数据的中介调节分析来检验我们的假设。结果表明，消费者满意度增强了老年消费者中品牌情感与品牌忠诚度之间的关系。然而，不一致性并未影响这种关系。可以得出结论，老年消费者对品牌的忠诚度更有可能受到情感而非认知的影响。因此，营销人员应设计出能更好满足这一群体需求的产品，并通过加强情感联系来建立对产品的忠诚度。
