B2C模式下顾客资产驱动因素对网络顾客忠诚的影响初探

A Study on the Impact of Customer Equity Driving Factors on B2C Customer Loyalty

电子商务时代,网络顾客忠诚及其有效管理已成为学术界和企业界共同关注的问题之一。顾客资产理论的兴起,为电子商务企业更有效地管理网络顾客忠诚提供了新的思路。基于顾客资产驱动因素视角,构建一个影响网络顾客忠诚的理论模型。据此提出理论假设,并运用结构方程模型对假设进行了验证。研究结果显示,顾客资产的四个驱动要素都在不同程度上对网络顾客忠诚产生了影响。其中,价值资产、品牌资和感知资产对网络顾客行为忠诚产生显著的正影响,品牌资产和维系资产对态度忠诚产生显著的正影响。研究结果对B2C电子商务企业网络顾客忠诚管理具有一定的借鉴意义。

In electronic commerce era,online customer loyalty and its effective management has become one of common concerns for the theoretical circle and business circles.With the rise of customer equity theory,a new thinking of managing online customer loyalty more effectively is offered for E-commerce enterprises.A theoretical model of the driving factors of customer equity effecting on online customer loyalty is constructed,and hypotheses are thus presented and verified by use of structural equation model.The results show that the four driving factors of customer equity have an impact on customer loyalty in different degrees,among which the value equity,brand equity and customer perceived equity have a significant positive impact on the customer behavior loyalty.Brand equity and retention equity have a significant positive impact on customer attitude loyalty.The study results could be a reference for the B2C e-commerce enterprise to manage their online customer loyalty.