[email protected]

现代社会科学研究

Modern Social Science Research

您当前位置：首页 > 精选文章

Modern Social Science Research. 2025; 5: (12) ; 10.12208/j.ssr.20250460 .

Formation mechanism of consumer loyalty via discriminant analysis: a case study of emotional marketing in jelly cat brand
基于判别分析的消费者忠诚度形成机制——以Jelly Cat品牌情感营销为例

作者： 金翊霖 *

云南财经大学 云南昆明

*通讯作者： 金翊霖,单位：云南财经大学 云南昆明；

引用本文: 金翊霖 基于判别分析的消费者忠诚度形成机制——以Jelly Cat品牌情感营销为例[J]. 现代社会科学研究, 2025; 5: (12) : 5-11.
Published: 2025/12/9 21:20:40

摘要

本研究基于4P营销理论框架，结合情感营销理论，构建了包含产品、价格、渠道、促销与情感五个维度的消费者忠诚度判别模型。通过Fisher判别分析与Bayes分类函数，对82份来自Credamo平台的有效样本进行系统分析，识别各因素对Jelly Cat品牌消费者忠诚度的相对影响程度。研究发现：情感因素（标准化系数0.973）和价格因素（0.360）对忠诚度具有主导影响，产品与促销因素次之，渠道因素影响最小（-0.068）。模型总体预测准确率为66%，验证样本准确率达71.4%。研究结果表明，情感联结和合理定价策略是驱动消费者忠诚的关键机制，同时产品创新与限量促销策略能强化忠诚形成。

关键词： 消费者忠诚度；情感营销；4P理论；判别分析

Abstract

This study, grounded in the 4P marketing framework and emotional marketing theory, constructs a consumer loyalty discriminant model incorporating five dimensions: product, price, channel, promotion, and emotion. Using Fisher discriminant analysis and Bayesian classification functions, 82 valid responses collected via Credamo were analyzed to determine the relative impact of each factor on consumer loyalty toward JellyCat.
Results indicate that emotional factors (standardized coefficient = 0.973) and price (0.360) exert the strongest influence, while product and promotion show moderate effects, and channel has the weakest (-0.068). The model achieved an overall prediction accuracy of 66% and 71.4% for the validation sample. These findings highlight that emotional connection and value-based pricing are key drivers of loyalty, whereas product innovation and limited promotions further reinforce consumer commitment.

Key words： Consumer loyalty; Emotional marketing;4P strategy; Discriminant analysis

参考文献 References

[1] García S. Automobile manufacturers, marketing channels and consumer loyalty[J]. Contaduría, Administración Próxima Publicación, 2019.

[2] Dick A S, Basu K. Customer loyalty: toward an integrated conceptual framework[J]. Journal of the Academy of Marketing Science, 1994, 22(2): 99 - 113.

[3] Ema Ratnawati, Mubarokah Mubarokah, PD Wijayati. MARKETING MIX EFFECT  TOWARDS CONSUMER SATISFACTION AND ITS IMPACT ON LOYALTY[J]. 2024.

[4] Mushtaq Ahmad Bhat, Rafi Ahmad Lone. Product quality and customer loyalty: Areview of literature[J]. 2022.

[5] Shoemaker S, Lewis R C. Customer loyalty: the future of hospitality marketing[J]. Hospitality Management, 1999, 18(1): 345 - 370.

[6] Syafiq Assegaff, Stanley Oktavianus Pranoto. Price Determines customer loyalty in Ride - Hailing Services[J]. 2020.

[7] Varsha Ganatra, AUtama, Puran Puran. A study of Subway marketing 4P strategy[J]. 2021.  

[8] Alex Kreger. Changes in the 4P marketing Paradigm affect consumer expectations in digital banking[J]. 2022.

[9] Syela Kurniawati, D S Kodrat. The effect of marketing on consumer loyalty to the Cosmetic business beauty essence with customer satisfaction as an intervening variable[J]. 2021.

[10] Xue Jingmei, Wang Shuang. Research on Customer Loyalty of Virtual Brand Community Based on Structural Equation Model[C]. 2021 2nd International Conference on Big Data Economy and Information Management (BDEIM), 2021.

[11] 计建, 陈小平.品牌忠诚度行为-情感模型初探[J]. 外国经济与管理, 1999(1).

[12] 瞿艳平,程凯.论品牌忠诚度[J].江汉论坛, 2007(6).

[13] 唐小飞,周庭锐,陈淑青. D&B 忠诚模型预测厂商绩效的实证研究[J].科研管理, 2007,28(5): 121 - 127.

[14] 董金昌.品牌服装价格促销对消费者品牌忠诚度和购买意愿的影响[D]. 2016.

[15] 黄金.燕格格天猫旗舰店的顾客忠诚度研究[D]. 2015.

[16] 张筱倩.全渠道整合服务质量对消费者忠诚度的影响机制研究[D]. 2020.

[17] 郑雨漫, 倪天文.巴拉巴拉的营销策略研究——基于消费者满意度和忠诚度[D].浙江工商大学，2019.

[18] 张亚丽.服装专卖店体验营销与顾客忠诚度的关系研究[D]. 2021.

[19] 李佳函.电商市场节日营销对消费者信任度的影响[D]. 2023.

[20] 任鸿雁. A银行个人客户忠诚度提升策略研究[D]. 云南大学, 2019.

[21] 张婷婷.商业银行客户忠诚度提升策略研究[D]. 浙江理工大学,2019.

[22] 刘建新,范秀成.限量版新产品就能唤起消费者的购买意愿吗?——心理所有权、社会排斥感与自我建构多重机制的理论解析[J].现代财经(天津财经大学学报),2018, 38(12):110-127.