摘要
文章引入服务便利这一变量对消费者重购意愿问题进行研究,并构建服务便利、消费者情绪、感知服务保证强度和消费者重购意愿的概念模型,且以B2C网购物流行业为例进行了实证检验。通过对367个有效样本的研究发现:服务便利能够通过消费者情绪有效影响消费者的重购意愿,感知服务保证强度正向调节服务便利对消费者重购意愿的直接影响。基于研究结论,企业应在加强服务可靠性基础上,增加与顾客的交流互动,提升顾客的消费体验。
This paper examines the customer repurchase intention by introducing the terminology of service convenience.A conceptual model composed of service convenience,customer emotion,customer repurchase intention and perceived service guarantee strength is proposed in the study.The proposed model is demonstrated effectively based on empirical data of B2 Conline shopping logistics industry.Through the analysis of 367 sample cases,the study shows that service convenience impacts customer repurchase intention effectively through customer emotion,and perceived service guarantee strength positively moderates the impact of service convenience on customer repurchase intention.Based on the research conclusion,the enterprise should increase interaction with customers on the basis of strengthening the service reliability,and improve customer consumption experience.Moreover,follow-up research should be extended to the other industries and samples,verifying the promotion of service convenience in the marketing further.
出处
《大连理工大学学报（社会科学版）》
CSSCI
2014年第4期39-43,共5页
Journal of Dalian University of Technology(Social Sciences)
基金
国家自然科学基金项目:"网店环境线索对消费者愉快和唤起情感的影响"(71302004)
天津市科技发展战略研究计划项目:"基于破坏性创新的科技型中小企业绩效改善路径与风险研究"(13ZLZLZF04900)
关键词
服务便利
消费者情绪
服务保证
重购意愿
service convenience
customer emotion
service guarantee
repurchase intention
