顾客参与、顾客满意与顾客信任的作用机制研究——基于两种自律导向的调节分析

An Empirical Study of the Relationship among Customer Participation,Customer Satisfaction and Customer Trust:Based on the Moderating Effect of Two Kinds of Self-regulating Guidance

本文探讨了顾客参与与顾客信任的关系以及顾客满意的中介作用和两种自律导向的调节效应。研究结果发现:顾客参与对顾客信任和顾客满意都具有积极的促进作用,顾客满意在顾客参与和顾客信任之间呈现出完全中介作用,情感导向能够有效调节顾客参与与顾客满意之间的关系,但是理性导向则起不到调节作用。

This paper discusses the influence mechanism of customer participation on customer trust,and analyzes the mediating and moderating effect of customer satisfaction and two kinds of self-regulating guidance. The results show that：customer participation imposes positive influences on customer trust and customer satisfaction,customer satisfaction has fully mediating effect in the relationship between customer participation and customer trust,emotional guidance imposes positive influence between customer participation and customer satisfaction,but rational guidance has not significant effect.