在线顾客满意、顾客惰性与顾客忠诚的一种动态权变作用机制

发布时间：2018-02-03 13:24

  本文关键词： 在线顾客满意 在线顾客惰性 在线顾客忠诚 在线卷入度 替代选择吸引力　出处：《管理学报》2017年11期 　论文类型：期刊论文

【摘要】：基于特定网络商店在线顾客忠诚研究情境,探讨了在线顾客满意、顾客惰性对在线顾客忠诚的前置作用,并关注替代选择吸引力、在线卷入度的调节效应。基于354份淘宝网在线顾客调研数据,运用结构方程模型与层级回归分析,发现在线顾客满意、顾客惰性与在线顾客忠诚正相关;在线卷入度正向调节在线顾客满意与在线顾客忠诚正相关关系,替代选择吸引力负向调节在线顾客满意、顾客惰性与在线顾客忠诚正相关关系。其涵义在于,在线顾客满意、顾客惰性导致在线顾客忠诚锁入效应,甚至在线卷入度会强化这一效应,但替代选择吸引力作为负向驱动因素却可能弱化上述锁入效应,在线顾客忠诚作用机制是一种动态权变机制。
[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.
【作者单位】： 南开大学商学院;
【基金】：国家社会科学基金资助项目(16BJY125)
【分类号】：F274
【正文快照】： 留住老顾客比赢得新顾客需要更少的营销资源,探求顾客忠诚的原因、方式及其情境依然是重要而有趣的课题[1]。近年来对顾客忠诚的研究从传统制造业向服务业、零售业等领域延伸,随着网络时代的到来,许多研究也转向了网络购物这一新兴领域。网络购物除了可以低成本地向顾客传递产，

本文编号：1487498