摘要
构建并检验了交易经验在平台式网购环境下对网络零售质量、购物价值与顾客满意度关系的调节作用概念模型。实证结果显示:网络零售质量的不同维度对购物价值和满意度有不同的影响作用;网购者的功能价值感知对满意度的影响作用因交易经验不同而存在显著差异。在此基础上,提出了管理启示、研究局限及未来研究方向。
A conceptual model of the moderating effects of purchase experience on the relationship between online retail quality, shopping value and customer satisfaction is developed and tested in the context of online shopping platform. Resuits indicate that different dimensions of online retail quality have different effects on shopping value and satisfaction. The impact of function value perception satisiaction differs from purchase experience. Managerial inspiration, limitations and future research directions are also discussed.
出处
《软科学》
CSSCI
北大核心
2011年第12期137-142,共6页
Soft Science
关键词
平台式网购
购物价值
满意度
交易经验
online shopping platform
shopping value
satisfaction
purchase experience
