O2O电子商务顾客满意度分析被引量：14

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摘要学界对顾客满意问题的研究由来已久,涌现出大量的研究成果,但针对O2O(Online To Offline)这一新的电商模式下的顾客满意度的研究则相对较少。因此,本文引入平台声誉、感知成本、感知风险、顾客期望、感知质量、感知价值、顾客满意和顾客忠诚8个结构变量,构建了O2O电商顾客满意度测评模型,并通过某知名在线旅游网站进行了实证研究。研究结果表明,O2O电商模式下平台声誉是影响顾客期望、顾客满意与顾客忠诚的重要变量;感知风险负向影响顾客满意与顾客忠诚;感知成本与感知质量共同影响感知价值,并进一步影响顾客满意与顾客忠诚。

作者陈湘青

机构地区佛山职业技术学院

出处《商业经济研究》北大核心 2016年第14期46-48,共3页 Journal of Commercial Economics

基金广东教育科学十二五规划课题(2013JK292) 2016年度佛山市哲学社会科学规划项目(2016-YB11)

关键词 O2O 顾客满意模型实证

分类号 F713.55 [经济管理—市场营销]

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参考文献7

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