摘要
以CSI模型的主要框架为基础,根据AR图书的特点,创新性地引入口碑效应、感知娱乐这两个变量,从而构建AR图书顾客满意度模型。通过问卷调查收集数据,并利用SPSS23.0和AMOS20.0对收集到的347个样本进行验证分析。发现顾客满意度对于口碑效应的影响最为显著,感知质量对感知价值的影响也较为显著,然而顾客期望和感知质量之间并无显著影响,在后续研究中还需要进一步验证。
The current study adopted the framework of the CSI to measure the AR Books’s customer satisfaction.“ Word-of-mouth effect” and“ Perceived Entertainment” were embedded in the traditional model to improve the pertinence of the study. It collected the sample of 347 respondents who have used or purchased AR Books. The exploratory data analysis was performed with the help of SPSS v.23 which further analyzed in AMOS v.20. The study highlighted the strong role of satisfaction while defining“ Positive Word of Mouth” about AR Books. Moreover, the“ Perceived Quality” drove strong determining power while understanding the “Perceived Value” of AR Books among consumers. However, statistically non-significant relationship between “Customer’s Expectations” and“ Perceived Quality” demanded further study in the research area.
作者
周荣庭
胡贤凤
Fahad Asmi
Zhou Rongting;Hu Xianfeng(Department of Sci-tech Communication and Policy,University of Science and Technology of China,Hefei,230026)
出处
《出版科学》
CSSCI
北大核心
2019年第3期97-103,共7页
Publishing Journal
基金
国家社会科学基金"虚拟现实技术下提升出版物传播效果研究"(17BXW034)研究成果
关键词
AR图书
CSI模型
顾客满意
口碑效应
感知娱乐
AR Books
CSI model
Customer satisfaction
Word of mouth effect
Perceived entertainment
