消费者购物网站依恋结构维度的探索性研究

An exploratory research on the dimensions of consumer-shopping website attachment

消费者依恋作为市场营销学的前沿课题,国内外学者正在对其进行逐步深入的讨论与研究。但在现有的理论研究中,很少有研究者提出以互联网环境为背景,针对购物网站这一特定的品牌研究消费者对其产生的依恋。在现有品牌依恋和地点依恋理论研究成果的基础上,通过实证分析来探索消费者购物网站依恋的构成维度,并将消费者购物网站依恋解构为情感联结、功能依赖和社群意识三个维度,为开展消费者购物网站依恋理论相关实证研究提供了测量工具,并对购物网站经营者有效开展营销工作具有重要的指导意义。

Consumer attachment as an advanced subject in the field of marketing is gradually being discussed and researched in-depth at home and abroad.But in the existing theoretical studies,few researchers study consumer＇s attachment to the shopping website as a particular brand in the context of the Internet environment.Based on the existing research of brand attachment and place attachment theory,this paper explores the dimensions of consumer-shopping website attachment through the empirical analysis and deconstructs it into three dimensions such as emotional bonds,functional dependency and sense of community.The research results provide a measurement tool for the related empirical research of consumer-shopping website attachment theory and some important suggestions to shopping website operators for conducting effectual marketing activities.