客户情绪视角下互联网订购环境对客户粘性的影响探究——以天津烟草行业为例

Research on the effects of internet shopping environment on customer viscosity based on the perspective of customer emotion——Taking Tianjin tobacco industry as an example

本文依据环境心理学理论,提出了互联网购物环境对客户粘度的影响的模型,并对其进行验证.研究结果表明:互联网技术对客户粘度有正向的显著影响,互联网营销策略对客户情绪有正向显著影响,客户情绪对客户粘度有正向的显著影响,客户情绪对互联网营销策略与客户粘度的关系起中介作用.该研究结果对烟草行业构建互联网订购平台提供指导.

Based on the theory of environmental psychology,this paper proposes a model for the effects of Internet shopping environment on customer viscosity,and verifies it.The results show that Internet technology has a positive effect on customer viscosity,internet marketing strategies has a positive effect on customer emotion,customer emotion has a positive effects on customer viscosity,customer emotion has a mediating effect on the relationship between Internet marketing strategy and customer viscosity.The results of this research provide guidance for the tobacco industry to build an Internet retail platform.