摘要
通过以图书在线消费者为样本进行实证分析,研究网络环境下的顾客忠诚度影响因素和作用机制。在已有文献基础上,构建了图书在线消费者忠诚度影响因素的结构方程模型,涉及因素包括网络书店感知质量、网络书店品牌、顾客满意度、信任和转换成本。研究发现在网络购书过程中,满意度对消费者忠诚度的影响最大,其次是网络书店品牌,最后是转换成本;网络书店的感知质量不直接影响消费者忠诚度,而是通过满意度来影响忠诚度;信任对消费者忠诚度的影响并不显著。基于此,对进一步提升图书在线消费者忠诚度提出了相关建议,并总结了研究局限和后续研究方向。
The authors carry out research on influencing factors and mechanism of consumers＇ loyalty in online service environment by the empirical analysis on the online book consumers. Based on the existing literature, the structural equation model of influencing factors of online book consumers＇ loyalty is constructed, including factors such as perceived quality of online bookstore, online bookstore brand, customers＇ satisfaction, trust and switching cost. It is found in the study that satisfaction has more effect on consumer loyalty in the network shopping process than the network bookstore brand and the conversion cost; the perceived quality of network bookstores does not directly affect the consumers＇ loyalty, but through the influence of satisfaction on loyalty; trust does not have the significant effect on consumers＇ loyalty. Consequently, the related suggestions on how to promote online book consumers＇ loyalty are proposed and limitations and future research direction are summarized.
出处
《中国流通经济》
CSSCI
北大核心
2014年第11期87-93,共7页
China Business and Market
基金
国家社会科学基金重大项目"推动文化产业成为国民经济支柱性产业的战略层面及支撑体系研究"(项目编号:12&ZD024)
教育部人文社会科学研究规划基金项目"数字出版内容社会化生产模式及管理机制研究"(项目编号:14YJA860001)
上海市教育委员会科研创新项目"上海财政文化投入方式对文化创意产业发展的影响研究"(项目编号:14YS046)
上海市促进文化创意产业发展财政扶持资金重点研究课题"文化创意产业前沿科技应用发展研究"(项目编号:2013020015)的资助
