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1、重慶大學(xué)碩士學(xué)位論文英文摘要ABSTRACTIntensemarketcompetitionmakesmoreandmorecompaniesawareofthefactthatbrandenterprisesinthemarketisnotonlythemostimportantweaponsincompetition,butalsooneofthemostvaluablewealth.However,underthepressureoflong-termshapingbrandandshort-termsalestarget,quitea
2、fewenterprises,evensomewell-knownenterprises,havetoadoptpricereductionstrategytostimulatepurchasingimpulsionofconsumer,andthentoenhancesalesinshortterm.Itseemstobehardlybalancedcompromisebetweenpricereductionstrategyandbrandloyaltyintheory.Previousresearchesreportthatpricepr
3、omotionisthemostusefulmeanstostimulateconsumerimpulsivebuyinginordertoincreasesales.Fromthesystematic,proceduralpointofview,basedonthereviewsandanalysisofdomesticandoverseasresearch,thestudystraightenouttheprocessthatthepricepromotionstimulateconsumertoimpulsivebuy,therebyaf
4、fectingitsbrandloyalty.Combiningtheprocesswithmyownunderstanding,thisstudyprovidesastructuralequationmodelforthechainof―pricepromotion—impulsivepurchase－post-purchaseevaluation－customerloyalty‖.AfterthepilotstudyandusingSPSS15.0tomakeexploratoryfactoranalysisandconfirmatoryf
5、actoranalysis,thestudyuseLISREL8.70tovalidatethestructuralequationmodel.ThisresearchchoosescostumeascommodityandfemalestudentsofChongQingUniversityassample,andasksrespondstofillouteveryquestioninquestionnairethatisrelatedtothemostimpressivepurchasingcostumeexperienceshappene
6、dinlasttwomonths.Inordertosurroundeveryrespondwithscenesetbyquestionnaire,everyrespondisrequiredtomakeabriefbackgroundspecificationbeforebeginningofquestionnaire.Thefindingdemonstratesthatinthebehaviourofpurchasingimpulsioncausedbypricereduction,thedegreeofpricereductionandc
7、ommentsafterpurchasing,undoubtedly,takeeffectonconsumerloyalty.Moreover,thedegreeofpricereductionwillalsoinfluencethedegreeofimpulsionofconsumersandcommentsafterpurchasingconsequently.Theresearchrelatedtotheinfluenceonbrandloyaltycausedbypricesalescan,inthetheory,enrichthere
8、searchareasofpricepromotionsandbrandloyalty,andsurelymakecontributiontothed
