基于依恋理论的消费者与网络商店关系持续机制探究

Mechanism Research on the Relationship Continuance of the Consumer and the Online Shop based on Attachment Theory

伴随网络购物的蓬勃发展,拥有充分选择权的消费者却常常对特定的网络商店情有独钟。是缺乏转换的动机还是惰性使然?文章将依恋理论的应用拓展到B2C互联网购物情境,从新视角阐释了消费者为何会形成网店偏爱并与之维系持久关系的动因;构建并检验了网店方便性、娱乐性、社群感和顾客导向性为前因变量,网店依恋为中间变量,关系质量为结果变量的理论模型,系统探查了网店依恋的前因与后果;考察并证实了消费者依恋焦虑水平是网店依恋与关系质量之间的调节变量,揭示了网店依恋与关系质量之间因果关系的条件性;从理论上回答了消费者网店依恋的根源问题,为网络企业投资决策建立与消费者的情感联结,制定有效的顾客保留策略提供了有益指导。

With the rapid development of online shopping,consumers with sufficient choice are usually devoted to a specific etailer. This paper extends attachment theory to the situation of B2 C online shopping and interprets the reasons why consumers prefer a specific e-tailer and maintain lasting relationship with it from a new perspective. This paper builds and tests a theoretical model including the antecedent variables such as e-tailer＇s convenience,enjoyment,sense of community and customer orientation and the outcome variable i. e. relationship quality,explores systematically the antecedents and consequences of e-tailer attachment; examines and confirms the moderating effect of consumers＇ levels of relationship anxiety between e-tailer attachment and relationship quality,reveals the conditional causal relationship between them. This paper exposes the reason for the consumer＇s e-tailer attachment,provides a guide for enterprises to build emotional bonds with consumers and develops an effective customer retention strategy.