基于生活型态及顾客满意的O2O顾客忠诚研究

Research on Customer Loyalty of O2O Business Based on Lifestyle and Customer Satisfaction

基于SPSS及SMARPLS软件,结合因子、聚类、结构方程模型分析以及PLS交叉项的调节效应分析,探讨O2O模式下的顾客满意与顾客忠诚的关系。研究发现,生活型态视角的O2O消费者包括三类(潮流新贵、外向领袖以及理智持家);生活型态对O2O顾客满意与顾客忠诚之间的关系强度具有显著调节效应。

This study explores the influence of customer satisfaction to customer loyalty in O2O mode factor analysis, clustering analysis, structural equation model analysis and moderating effect analysis by the SPSS and SMARTPLS.It is found that the sub markets included in the O2O market are three.There is no obvious difference between the perception of customer satisfaction and customer loyalty of the O2O consumer who are in different life style.The life style has a significant moderating effect on the relationship between O2O customer satisfaction and customer loyalty.