基于消费者价值视角的购物网站特性对电子忠诚度的影响

The Effect of Characteristics of Retail Web Site on Consumer Value and E-Loyalty

基于消费者价值视角,运用结构方程模型实证研究了购物网站两大特性——交互性和生动性对电子忠诚度的影响机理。结果发现:交互性的三个维度对功利价值存在显著影响,对享乐价值的影响均不显著;生动性对功利价值和享乐价值均有显著影响;功利价值对消费者忠诚的影响比享乐价值的影响更大。

This paper tests the influence of interactivity and vividness of retail web site on consumer value and loyalty using structural equation modeling. The results indicate that all three dimensions of interactivity have significant impact on utilitarian value,but no significant effect on hedonic value. Furthermore,the vividness have significant effects on both utilitarian value and hedonic value. It also reveals that consumer value can significantly increase loyalty.