体验营销理念下互联网顾客忠诚的形成机理——满意度与信任度的双中介效应

发布时间：2018-01-05 09:27

本文关键词：体验营销理念下互联网顾客忠诚的形成机理——满意度与信任度的双中介效应　出处：《中国流通经济》2017年03期 　论文类型：期刊论文

【摘要】：文章基于388份调研问卷统计数据,对互联网虚拟消费情境下影响消费者功能性利益体验前置限定因素进行系统梳理,运用结构方程模型展开实证研究。研究表明:在0.05显著性水平上,消费便利性体验、价格利益感知、商品品质、物流配送服务质量及服务失误补救措施与互联网顾客忠诚显著正相关;消费便利性体验与商品品质分别构成影响互联网顾客满意度、信任度的重要限定因子;满意度、信任度在互联网顾客忠诚形成机制中中介效应显著。因此电商企业在消费便利性体验层面应提供功能强劲的搜索引擎支持模糊查询、搜索纠错及搜索结果快速准确定位,并积极提升订单处理自动化、智能化水平,系统改善订单处理流程、缩短订单处理周期,在确保高效安全支付前提下差异化满足顾客支付偏好;在感知商品品质层面,建立并完善商品质量监控评价系统,加大对已通过审核的第三方销售平台交易行为的监管力度及对商家质量欺诈行为的处罚力度,规范商品信息发布质量、协调网络推荐与在线评价管理机制。
[Abstract]:Based on 388 questionnaire statistical data, this paper systematically combs the pre-defined factors of consumer's functional interest experience under the virtual consumption situation of Internet. Using structural equation model to carry out empirical research. The study shows that: at the level of 0.05 significance, consumer convenience experience, price benefit perception, commodity quality. The service quality of logistics distribution and the remedial measures of service failure are significantly positively correlated with customer loyalty on the Internet; Consumer convenience experience and commodity quality constitute the important limiting factors of Internet customer satisfaction and trust respectively. Satisfaction, trust in the formation mechanism of Internet customer loyalty significant intermediary effect. Therefore, e-commerce enterprises in the consumer convenience experience level should provide a powerful search engine to support fuzzy query. Search error correction and search results quickly and accurately positioning, and actively improve the order processing automation, intelligent level, system to improve the order processing process, shorten the order processing cycle. Under the premise of ensuring efficient and safe payment, the customer's payment preference is satisfied by differentiation. In the level of perceived commodity quality, establish and improve the commodity quality monitoring and evaluation system, and increase the supervision of the third party sales platform that has passed the audit and the punishment of quality fraud. Standardize the quality of commodity information release, coordinate the management mechanism of network recommendation and online evaluation.
【作者单位】：天津大学管理与经济学部;
【基金】：国家自然科学基金项目“基于供应链低碳化的企业行为与运营优化决策研究”(71072155);国家自然科学基金项目“物联网环境下的供应链资源优化配置与运营协调研究”(71472134)
【分类号】：F274
【正文快照】： 一、引言中国互联网络信息中心(CNNIC)及易观统计数据显示,截至2016年6月,我国互联网用户规模达4.48亿人,较2015年末增加3 448万人;B2C交易规模突破7 085.6亿元,同比增长40.7%。然而,与网络消费盛行背道而驰的是众多国内电商(Electronic Business,EB)企业的惨淡经营甚至难以

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