高校社区O2O生鲜电商顾客忠诚影响因素及性别调节机理

Research on the Influencing Factors of Customer Loyalty to O2O Fresh Electronic Commerce and the Gender Adjusting Mechanism in University Communities

随着高校社区O2O生鲜电商模式的兴起,如何提高大学生消费者的顾客忠诚度成为各商家提升市场竞争力的关键。通过构建关系路径模型,验证了高校社区O2O生鲜电商线上、线下顾客满意及顾客忠诚的影响因素。基于我国高校男女比例逐渐失衡的市场现状,进一步利用多群组分析法研究了性别对该模式顾客满意及顾客忠诚的调节作用。实证结论显示:性别差异可调节O2O生鲜农产品电商的顾客忠诚度。男性线上、线下满意度对态度忠诚的影响程度显著高于女性,男性的网购接触度越高其态度越忠诚。高校消费者网购接触度可直接影响行为忠诚。而随着网络支付手段的发展成熟和熟练应用,购物安全感知已不是现阶段决定顾客忠诚度的关键因素。

With the development of social O2O fresh electricity suppliers in university community,how to improve thecustomer loyalty of college students has became a key path for business to enhance the competitive power.This study validated theinfluencing factors for customer loyalty of social O2O fresh electricity suppliers in university community by the structural equationmodel,according to the market situation of the imbalance between male and female ratio in colleges and universities in china,analyzedthe moderating effect of gender on the customer loyalty by the multiple-group analysis.From what has been analyzed above,we may safelydraw a conclusion that gender had significant influence on customer loyalty,the online and offline satisfaction on attitude loyalty of maleis significantly higher than that of female,only attitude loyalty of male is positively related to online shopping experiences.Both male andfemale’s online shopping experiences had significant influence on behavior loyalty.With the development of medium of payment and skilleduse,shopping safety is not the key influencing factor for customer loyalty.