基于消费者感知公平的网络、团购忠诚度提升策略研究

Study on the Improvement Strategy of Group-buying Loyalty Based on Consumers' Perceived Justice

基于广义虚拟经济,塑造团购网站核心竞争力的重点在于提高消费者对团购网站的忠诚度。本文建立餐厅服务质量对于网络团购忠诚度的影响机理模型,探讨感知公平在餐厅、网站满意度之间的差异影响,并揭示了团购过程中区别对待对网络团购忠诚度的影响;通过675份对团购消费者的调查问卷数据,实证得出餐厅服务质量、感知公平、餐厅满意度、网站满意度、网站忠诚度之间的作用机理。研究发现:餐厅服务质量对于网站、餐厅满意度均具有显著影响;感知公平整体在餐厅服务质量与网站满意度间起中介作用,但在餐厅服务质量与餐厅满意度之间中介作用不显著;感知公平中分配公平、程序公平、互动公平均在服务质量与网站忠诚度之间起中介作用,仅有分配公平在服务质量与网站忠诚度间起中介作用;遭遇区别对待的消费者感知公平的中介效果与未遭受区别对待的消费者具有差异;餐厅满意度、网站满意度对于网站忠诚度均具有显著影响。

Based on Generalized Virtual Economy, the key point to improve the core competitiveness of the group-buying websitc is to improve the consumer loyalty to the website. This paper develops and tests an integrative model to examine the mechanism of service quality impacting to consumers＇ loyalty and discusses the differences and its impacts of perceived justice on restaurant satisfaction and website satisfaction. With data from 675 questionnaires of group-buying consumers, the paper examines the mutual relationship between restaurant service quality, perceived justice, restaurant satisfaction, and website satisfaction, and their effects to website loyalty. The results reveal that restaurant service quality has an direct positive effect on both restaurant satisfaction and website satisfaction, Perceived justice mediates restaurant service quality to website satisfaction, but the mediation effect is not significant on restaurant service quality to restaurant satisfaction, Distributive justice, Procedural justice and interpersonal justice all mediate the restaurant service quality to website satisfaction, but only Distributive justice has an significant mediation effect on restaurant satisfaction to restaurant satisfaction, The mediation of perceived justice has an difference in consumers whether there is a different treatment, Both restaurant satisfaction and website satisfaction have an significant positive effect on website loyalty.