在线顾客满意、顾客惰性与顾客忠诚的一种动态权变作用机制

Online Customer Satisfaction,Customer Inertia and Customer Loyalty:A Dynamic Contingency Mechanism

基于特定网络商店在线顾客忠诚研究情境,探讨了在线顾客满意、顾客惰性对在线顾客忠诚的前置作用,并关注替代选择吸引力、在线卷入度的调节效应。基于354份淘宝网在线顾客调研数据,运用结构方程模型与层级回归分析,发现在线顾客满意、顾客惰性与在线顾客忠诚正相关;在线卷入度正向调节在线顾客满意与在线顾客忠诚正相关关系,替代选择吸引力负向调节在线顾客满意、顾客惰性与在线顾客忠诚正相关关系。其涵义在于,在线顾客满意、顾客惰性导致在线顾客忠诚锁入效应,甚至在线卷入度会强化这一效应,但替代选择吸引力作为负向驱动因素却可能弱化上述锁入效应,在线顾客忠诚作用机制是一种动态权变机制。

This paper focuses on the context of online customer＇s loyalty towards a specific web store,aims to explore online customer satisfaction and customer inertia＇s antecedent effect on online customer loyalty,and the moderating effects of alternative attraction and online involvement.Based on the data collected from 354 online consumers,we use the SEM and hierarchical regression methods,and get the following conclusions：Online customer satisfaction,customer inertia are positively related to online customer loyalty;Online involvement positively moderated the relationship between online customer satisfaction and online customer loyalty;Alternative attraction negatively moderated the relationship of online customer satisfaction,customer inertia and online customer loyalty.The implicit meanings are,online customer satisfaction and customer inertia can lead to the＂lock in＂effect towards online customer loyalty,the effect was even strengthened by online involvement,while alternative attraction as a counteracting factor,may weaken the aforementioned ＂lock in＂effect.Online customer loyalty mechanism is a dynamic contingency mechanism.