网购环境下消费者忠诚度影响因素分析及对策研究

Analysis of Factors Affecting Consumer Loyalty under Online Shopping Environment and Countermeasures

消费者忠诚度包括态度忠诚和行为忠诚,是体现网购平台竞争力的重要指标.为深入了解网络消费者忠诚度影响因素的构成,通过线上线下两种方式对忠诚度进行问卷调查,探讨网络消费者忠诚度影响因素之间的关系及影响程度.研究发现:影响网络消费者忠诚度的因素,可划分为商品特质、服务质量和购物环境等,其中对消费者忠诚度影响最大的是商品特质,其次是服务质量,最后是购物环境.

The competitiveness of online shopping platform is mainly reflected in consumer loyalty including attitude loyalty and behavior loyalty. In order to have some insight into the composition of the influencing factors of online consumer loyalty, a questionnaire survey on online and offline loyalty was conducted to investigate the correlation between the influencing factors of online consumer loyalty and the influence degree. The study found that there are three types of factors affecting the loyalty of online consumers, namely, commodity characteristics, service quality and shopping environment. Among them, the most significant factor affecting consumers* loyalty was commodity characteristics, followed by service quality, and finally shopping environment.