本文關(guān)鍵詞： 在線顧客滿意 在線顧客惰性 在線顧客忠誠(chéng) 在線卷入度 替代選擇吸引力　出處：《管理學(xué)報(bào)》2017年11期 　論文類型：期刊論文

【摘要】：基于特定網(wǎng)絡(luò)商店在線顧客忠誠(chéng)研究情境,探討了在線顧客滿意、顧客惰性對(duì)在線顧客忠誠(chéng)的前置作用,并關(guān)注替代選擇吸引力、在線卷入度的調(diào)節(jié)效應(yīng)。基于354份淘寶網(wǎng)在線顧客調(diào)研數(shù)據(jù),運(yùn)用結(jié)構(gòu)方程模型與層級(jí)回歸分析,發(fā)現(xiàn)在線顧客滿意、顧客惰性與在線顧客忠誠(chéng)正相關(guān);在線卷入度正向調(diào)節(jié)在線顧客滿意與在線顧客忠誠(chéng)正相關(guān)關(guān)系,替代選擇吸引力負(fù)向調(diào)節(jié)在線顧客滿意、顧客惰性與在線顧客忠誠(chéng)正相關(guān)關(guān)系。其涵義在于,在線顧客滿意、顧客惰性導(dǎo)致在線顧客忠誠(chéng)鎖入效應(yīng),甚至在線卷入度會(huì)強(qiáng)化這一效應(yīng),但替代選擇吸引力作為負(fù)向驅(qū)動(dòng)因素卻可能弱化上述鎖入效應(yīng),在線顧客忠誠(chéng)作用機(jī)制是一種動(dòng)態(tài)權(quán)變機(jī)制。
[Abstract]:Based on the research situation of online customer loyalty in specific online stores, this paper discusses the preemptive effect of online customer satisfaction and customer inertia on online customer loyalty, and focuses on the attractiveness of alternative choice. Based on 354 online customer survey data of Taobao, it is found that online customer satisfaction, customer inertia and online customer loyalty are positively correlated with online customer satisfaction by using structural equation model and hierarchical regression analysis. Online involvement positively adjusts the positive correlation between online customer satisfaction and online customer loyalty, alternative attractiveness negatively adjusts online customer satisfaction, customer inertia and online customer loyalty positively correlate. Online customer satisfaction, customer inertia leads to online customer loyalty lock in effect, and even online involvement will strengthen this effect, but alternative selection attraction as a negative driving factor may weaken the lock in effect. Online customer loyalty mechanism is a dynamic contingency mechanism.
【作者單位】： 南開大學(xué)商學(xué)院;
【基金】：國(guó)家社會(huì)科學(xué)基金資助項(xiàng)目(16BJY125)
【分類號(hào)】：F274
【正文快照】： 留住老顧客比贏得新顧客需要更少的營(yíng)銷資源,探求顧客忠誠(chéng)的原因、方式及其情境依然是重要而有趣的課題[1]。近年來(lái)對(duì)顧客忠誠(chéng)的研究從傳統(tǒng)制造業(yè)向服務(wù)業(yè)、零售業(yè)等領(lǐng)域延伸,隨著網(wǎng)絡(luò)時(shí)代的到來(lái),許多研究也轉(zhuǎn)向了網(wǎng)絡(luò)購(gòu)物這一新興領(lǐng)域。網(wǎng)絡(luò)購(gòu)物除了可以低成本地向顧客傳遞產(chǎn)，

本文編號(hào)：1487498