摘要
通过问卷调查获取探究大学生对B2C电商平台忠诚度影响机理的样本数据。利用SPSS软件对数据进行信效度检验、相关性分析和层次回归分析。得出B2C电商平台的服务对大学生网购满意度和忠诚高度正相关,进而提出B2C电商平台通过突出加强服务输出能力和效率提高大学生网购忠诚度。
The sample data of the influence mechanism of college students＇ loyalty to B2C E-commerce platform is obtained by the questionnaire survey. The data of reliability, validity, correlation and hierarchical regression is carried out by SPSS. It is concluded that the service of B2C E-commerce platform is highly positive to college students＇ online shopping satisfaction and loyalty, and then proposed that B2C E-commerce platform can improve college students＇ online shopping loyalty by highlighting the service output ability and efficiency.
作者
高洁
冯瑞明
赵芸
GAO Jie;FENG Ruiming;ZHAO Yun(Yuncheng University,Yuncheng 044000,China;Shanxi Vocational ＆ Technical College of Finance ＆ Trade,Taiyuan 030031,China)
出处
《物流科技》
2018年第11期39-43,共5页
Logistics Sci-Tech
基金
山西省教育科学"十三五"规划"1331工程"专项课题项目(ZX-18073)
山西省"1331"重点创新团队建设计划资助项目
2017年运城学院院级课题项目(XK-201723)
关键词
B2C
电子商务
大学生网购忠诚度
层次回归分析
B2C
electronic commerce
college students＇ online shopping loyalty
hierarchical regression analysis
