Abstract
19世纪末和20世纪的农业, 工业和后工业服务经济的消费模式已经让位于体验经济. 感质通过为消费者提供幸福和满足的价值来满足他们内心的需求, 例如对苹果产品的狂热. 为了达到这个目标, 我们将分三步开发一个相关的消费者感质量表(CQS). 首先, 通过文献综述和5次专家深度访谈和内容分析, 生成初始测度项. 其次, 对 817 个样本进行探索性因子分析, 从中提取3个因子和8个子因子. 第三, 采用实证因素分析的方法, 确定了该感质量表的有效性. 结果表明, 3因素量表和52项感质量表是可靠有效的. 本研究拓展了现有的品牌营销知识, 解决了感质文献不足的问题, 为 CQS 提出的各种可行的应用提供了新的视角, 为该领域的进一步实证研究提供了框架.
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