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-现代社会科学研究-CSCIED科技核心评价数据库-手机版

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

Formation mechanism of consumer loyalty via discriminant analysis: a case study of emotional marketing in jelly cat brand

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DOI	10.12208/j.ssr.20250460
刊名	现代社会科学研究 Modern Social Science Research
年，卷(期)	2025, 5(12)
作者	金翊霖,
作者单位	云南财经大学云南昆明
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。
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.
关键词	消费者忠诚度；情感营销；4P理论；判别分析
KeyWord	Consumer loyalty; Emotional marketing;4P strategy; Discriminant analysis
基金项目
页码	5-11

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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.

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