摘要
2011年趋于白热化的价格战已经无法给购物网站带来长久盈利和忠诚顾客,而顾客承诺是自愿性保持交易关系的心理状态,是保留顾客的根本性纽带,更是长久盈利的保障。基于现有研究的不充分性,本文采用结构方程模型法,结合中国网购现状从顾客角度探讨影响顾客与网商之间建立承诺的关键要素为信任、满意、价值感知和转换成本。研究发现,信任和满意影响了顾客的情感性承诺,而价值感知不仅对情感性承诺也对持续性承诺有影响,表明了价格战只是没有击中要害的突击战,顾客的依赖和认同才能够导致长期自愿购买行为的发生。
In 2011, the price war between shopping websites heating up has been unable to bring long-term profitability and customer loyalty. But customer commitment is not only a voluntary state of mind to maintain rela-tionships, a fundamental link to retain customers, but also a guaranty of long-term profitability. Based on the inadequacy of existing research, we discuss that the key elements of commitment theory are trust, satisfaction, perceived value and switching costs. We find that the price war is ineffectiveness. Customer＇s identity and dependence can lead to voluntary purchase behavior.
出处
《经济管理》
CSSCI
北大核心
2011年第6期161-167,共7页
Business and Management Journal ( BMJ )
