网络顾客关系价值及其对再购买和口传意图的影响

Internet Retail Customer Relationship Value and Its Effect on Repurchase and WOM Intentions

文章以网络零售消费者为对象,对网络顾客关系价值及其行为结果进行了实证分析。结果显示,在网络零售中,消费者的信心利益价值、个性化服务价值、时间精力节省价值对其感知关系满意具有显著的积极影响,特殊待遇价值对其感知关系满意具有部分影响,而受尊重价值和社交利益价值对其感知关系满意的影响未获统计学意义上的支持。这些研究结果有助于在理论上推进对网络顾客关系价值内涵的认识,在实践上为网络零售商有效开发顾客关系价值战略提供实务指导。

This paper theoretically decomposes customer relationship value perceived by online shoppers（e-CRV） into six dimensions,and empirically investigates their effects on repurchase and word-of-mouth（WOM） intentions.As a result,confidence value,personal service value and time/effort saving value have significant effects on relationship satisfaction.The effect of special treatment value on relationship satisfaction is found weak.But the impacts of respected value and social value are not found significant in statistics.The relative importance of the e-CRV dimensions on relationship satisfaction follows as confidence value,time/effort saving value,personal service value,and special treatment value for online customers in the context of e-tailing.In addition,relationship satisfaction has a significant effect on repurchase and WOM intentions.The vital importance of relationship satisfaction in the context of e-tailing is validated.These conclusions provide some theoretical and managerial implications to further understand the construct of e-CRV,and highlight effective strategies for allocating business resources reasonably in e-CRV creation management.