INTERNET网上零售中顾客忠诚的构筑——关注价值感知、满意体验和信任的关系及相对影响力

Building Customer Loyalty in Internet Online Retail:Focusing on the Linkages and Relative Effects of Value Perception,Satisfaction Experience,and Trust

基于先行研究文献,本文开发了一个构筑Internet网上顾客忠诚的概念化模型,界定了价值感知、满意体验和信任作为影响顾客忠诚的主要前提心理变量,并对该模型及各变量间的动态因果关系进行了实验性验证。结果显示,本文提出的概念化模型和绝大部分研究假设获得了实证研究的支持。这些研究结果在理论上有助于深化对网上顾客忠诚构筑的认识,在营销实践中对网络零售商开发和实施网上顾客忠诚战略具有启示意义。

Based on existing literature, this study developed a conceptual model for building e - loyalty, and identified value perception, satisfaction experience, and trust as the key psychological variables affecting e- loyalty, then empirically tested the conceptual model and a series of causal linkages among these variables. The results support the proposed conceptual model and a large part of hypotheses, and highlight some managerial implications for successfully developing and implementing a strategy for e - loyalty.