手机购物环境下服务质量对顾客忠诚的影响

Effect of Service Quality on Customer Loyalty in Shopping on Smart Phone

从手机购物的角度,以服务质量研究中常涉及的模型和相关研究成果为理论依据,运用结构方程模型法研究手机购物环境下服务质量结构维度对顾客忠诚的影响。实证分析结果显示,手机购物环境下服务质量的易用性、可靠性、交互性和私密性直接积极影响顾客态度忠诚的假设获得了理论与统计学上的支持,而直接积极影响顾客行为忠诚的假设不具有统计意义,但手机购物环境下的服务质量会通过态度忠诚间接积极影响行为忠诚,并据此为移动电商企业开展手机购物业务提出了相应建议。

From the perspective of shopping on smart phone,using the model and research achievements in the study of service quality as theoretical basis,the paper studies the effect of service quality on customer loyalty through structuralequation modeling. Empirical analysis shows that the service quality in smart phone shopping is composed of usability,reliability,interactivity and privacy and has direct and positive effects on customer attitude loyalty both theoretically andstatistically,but the hypothesis of direct and positive effects on customer behavior loyalty has no statistical significance.However,service quality on customer loyalty has an indirect effect on customer behavior loyalty through attitude loyalty.According to the empirical study,this paper gives some corresponding proposals to the online retailers providing service through smart phones.