消费者网店感知对信任感和忠诚度影响的实证研究被引量：8

下载PDF

导出

摘要随着商业竞争由实体店面向虚拟店面蔓延,网络零售企业如何吸引消费者在虚拟环境中购物,如何留住顾客,成为学术界和实业界普遍关注的问题。本研究对186名网上购物消费者进行问卷调查,研究消费者的零售网店感知对信任感和忠诚度的影响。中介效应和调节效应的检验结果表明,对于重复购买的顾客,信任感对顾客忠诚起部分中介作用。购物网店美感、网店实用性和网店服务质量对顾客忠诚度的影响因顾客类型和产品类型的不同而不同。

作者王秀芝吴清津唐碧翠

机构地区广东外语外贸大学国际工商管理学院太古汇集团市场部

出处《消费经济》 CSSCI 北大核心 2008年第5期42-46,共5页 Consumer Economics

基金广东省教育厅人文社会科学“十一五”规划项目“绿色产品购买行为的实证研究:顾客感知价值和感知风险的影响机制”(06ZD63007) 广东外语外贸大学科研创新团队项目(GW2006-TB-001)

关键词网店感知消费态度网店实用性网店关感网店服务

分类号 F713 [经济管理—产业经济]

引文网络
相关文献

参考文献22

1Dholakia M and Rego LL. What makes commercial web pages popular? An empirical investigation of web page effectiveness [ J]. European Journal of Marketing, 1998,32 (7/8) : 724 - 736.
2Zhang X, Keeling KB and Pavur PO. Information quality of commercial web site home pages : An explorative analysis. International Conference on Information Systems, Proceedings of the 21 st International Conference on In:formation Systems. Brisbane, Queensland,Australia, 2000:164 - 175.
3Haley RL Benefit segmentation: a decision oriented research tool [J]. Journal of Marketing,1968, (32) :30-35.
4BedyneE DE. Conflict Arousal and Curiosity[ M ]. New York:McGraw - Hill, 1960:256 -284.
5Brunet GC and Kumar A. Web commercials and advertising hierarchy of effects[ J ]. Journal of Advertising Research ,2000, (35) : 35 -42.
6Geissler G, Zinkhan G and Watson RT. Web home page complexity and communication effectiveness [ J ]. Journal of the Association for Information Systems,2001, (2) : 1 - 46.
7Surendra N. Singh1 ,Nikunj Dalal2 andNancy Spears3. Understanding Web home page perception[ J]. European Journal of Information Systems ,2005, (14) : 288 - 302.
8Kaplans. Aesthetics, affect, and cognition: environmental preference from an evolutionary perspective[ J]. Environment and Behavior, 1987, (19) :3 - 32.
9Porat, Talya et al. E - Store Design: The Influence of E - Store Design and Product Type on Consumers' Emotions and Attitudes [ J]. Human- Computer Interaction, 2007, 4553(4):712-721.
10Mehrabian, A. , Russell, J. A. : An approach to Environmental Psychology[ M]. Cambridge MIT Press:1974:34 -44.

二级参考文献27

1Boston Consulting Group (2000)[R/OL].http://www.ecommercetimes.com/perl/story/4695.html.
2.中国互联网络热点调查报告 (2004)[R/OL].http://www.cnnic.net.cn/index/0E/manual/ 91/2004111602.doc.,.
3Oliver Richard L.A Cognitive Model of the Antecedents and Consequences of Satisfaction Decision[J].Journal of Marketing Research,1980,17(Nov.):460-469.
4Parasurman A,Zeithaml A,Berry L L.Communication and Control Process in the Delivery of Service Quality[J].Journal of Marketing,1988,52(2):35-48.
5Nancy J Lightner.What Users Want in E-commerce Design:Effects of Age,Education and Income[J].Ergonomics,2003,46(1):153-168.
6Westbrook R A.Sources of Consumer Satisfaction with Retail Outlets[J].Journal of Retailing,1981,57(3):68-85.
7Pfaff Martin.The Index of Consumer Satisfaction Measurement Problem and Opportunity[C]//H Kieth Hunt.The Conceptualization and Measurement of Consumer Satisfaction and Dissatisfaction.Cambridge:Marketing Science Institute,1977.
8Szymamski D M,R T Hise.E-satisfaction:An Initial Examination[J].Journal of Retailing,2000,76(3):309-322.
9Lee M K O.A Comprehensive Model of Internet Consumer Satisfaction[R].City University of Hong Kong,1999.
10Namjae Cho,Sanghyuk Park.Development of Electronic Commerce User-consumer Satisfaction Index(ECUSI) for Internet Shopping[J].Industrial Management and Data Systems,2001,101(8):400-405.