摘要
在发展木质家具O2O网站的背景下,以ABC态度模型为基础,实证分析顾客感知质量对顾客在线粘性的影响,以及顾客信任在二者之间的中介作用。结果表明:顾客感知质量对顾客在线粘性具有显著正向影响,其中感知产品质量的影响程度最强,感知服务质量的影响程度最弱;顾客信任在顾客感知质量与顾客在线粘性之间起部分中介作用,其中顾客信任对感知系统质量的中介影响程度最强。因此,为提升顾客对木质家具O2O网站的在线粘性,企业应加强木质家具O2O网站的安全、在线评价与信用建设;利用VR、AR及云计算等新技术加强木质家具O2O网站家具实感体验;设立木质家具O2O网站专属的家具论坛;提升木质家具O2O网站客服及售后的服务质量。
⑴Background——Due to the characteristics of large wooden furniture,such as large volume,high logistics cost and high requirements for follow-up service,the O2O mode,online booking and offline experience,can alleviate the pressure of B2C mode sales.⑵Methods——In this study,structural equation model(Amos)is used to construct the influence model of“perceived quality-trust-online stickiness”,and questionnaires are used to obtain data for research,and 289 valid questionnaires are collected.⑶Results——①Perception systems(beta=0.347,P<0.001),services(beta=0.333,P<0.001),and product(beta=0.393,P<0.001)quality have significant positive effects on online stickiness.The system has the advantages of convenient response,security,and information richness,which can provide customers with stable and convenient operations,maintain customer s interest to visit,and improve customer s consumption experience.The professional advice from the customer service and timely and accurate delivery of products on the website are conducive to improving customers purchase intentions and online psychological stickiness.In addition,the high cost performance and quality of the products has affected customers collection and purchase of the website products,improve the frequency of customer visits,and affect the short-term and long-term online stickiness of the website.②After adding customer trust,the direct effect of perceived system quality on online stickiness changed from 0.347 to 0.165,which significantly decreases but it still maintains 10%.Furthermore,the direct effect of perceived service quality on online stickiness changed from 0.333 to 0.175,which significantly goes down but still keeps 5%.And the direct effect of perceived product quality on online stickiness changed from 0.393 to 0.259,and the significance reduced but remains 1%.On the other hand,the trust plays a part of intermediary role between perception system,service,product quality and online stickiness,which shows that perception system,service and product quality can not only directly affect online stickiness,but also affect customers trust in the authenticity and security of the virtual shopping environment,home installation,customized service follow-up comments and buyer show provided by furniture O2O website,the degree of trust,the visual perception of offline furniture pictures and video transmission provided by furniture O2O website.⑷Conclusions and Discussions——Perceived system quality,perceived service quality,and perceived product quality have a significant positive impact on online stickiness.Customer trust is partially mediated by perceived system quality,perceived service quality,perceived product quality,and online stickiness effect.Therefore,First,strengthening the wooden furniture O2O website security,online evaluation and credit construction.Second,developing new technologies such as VR,AR.Third,building a furniture forum dedicated to the wooden furniture O2O website to set up exclusive discussion groups or forums for brand furniture,regularly holding wooden furniture maintenance knowledge sharing sessions and wooden furniture mix and match competitions,making use of relevant social e-commerce platforms for drainage.Fourth,improving the quality of customer service and after-sales service of the wooden furniture O2O website includes three aspects:turning the service personnel with professional knowledge from offline physical stores into the reserve staff of online customer service,building a self-service platform on the website self-built platform,developing a special service platform Logistics transportation supervisors ensure the quality of after-sales service.
作者
郑蔓华
黄梦岚
汤德聪
吴晶晶
许安心
ZHENG Manhua;HUANG Menglan;TANG Decong;WU Jingjing;XU Anxin(College of Management(College of Tourism),Fujian Agriculture and Forestry University,Fuzhou 350002 China)
出处
《林业经济问题》
北大核心
2020年第2期189-198,共10页
Issues of Forestry Economics
基金
福建省财政厅委托研究项目(K8119M02A)
