基于转换成本调节作用的网上顾客忠诚研究被引量：24

Study on Online Customer Loyalty under the Moderating Role of Switching Cost

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摘要学术界对网上顾客忠诚驱动因素的研究并没有形成统一认识。本文构建了一个考虑转换成本调节作用的网上顾客忠诚形成机理的概念模型。在此基础上,运用结构方程模型开展实证研究,不仅验证了网上顾客感知价值、顾客满意和顾客信任对网上顾客忠诚的影响,而且发现转换成本对网上顾客满意到网上顾客态度忠诚,网上顾客满意到网上顾客行为忠诚,网上顾客感知价值到网上顾客行为忠诚之间的路径关系具有显著正向调节作用。本研究对于网上零售企业有效培育顾客忠诚有着重要的理论与实践意义。 There is not a unanimous conclusion established a concept model of forming mechanism switching cost. On the basis of which, we made an about the prepositive variables of online customer loyalty. We of online customer loyalty considering the moderating role of empirical study through structural equation model. The resuhs tested the impacts of online perceived value, online customer satisfaction and customer trust on online customer loyalty. Moreover, we found that switching cost has significantly moderating role in the impact of the online customer satisfaction on attitude loyalty and behavior loyalty of online shoppers, online customers＇ perceived value on online behavior loyalty. This study might help online retailers to foster customer loyalty.

作者汪旭晖徐健

机构地区东北财经大学工商管理学院东北财经大学信息工程学院

出处《中国工业经济》 CSSCI 北大核心 2008年第12期113-123,共11页 China Industrial Economics

基金国家社会科学基金项目"基于自主创新的现代流通服务业发展研究"(批准号08BJY118)

关键词转换成本感知价值顾客满意顾客信任网上顾客忠诚 switching cost perceived value customer satisfaction customer trust online customer loyalty

分类号 F240 [经济管理—劳动经济]

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参考文献31

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