线下消费场景中影响顾客体验的因素——基于顾客忠诚和顾客信任的调节效应

On the Elements of Influence Customers’Experience in Offline Consumption Scenes——Based on Effect of Regulation of Customers’Loyalty and Trust

线下消费场景的实证研究是影响顾客体验的重要课题。在研究过程中先进行基础数据的采集,再进行数据实验并得出结论,然后验证结论,推算出验证不足的基本逻辑方法来检验提出的理论框架和研究假设,数据采集回收后使用SPSS22.0进行数据具体分析。研究表明,服务专业水平、顾客参与强度、同属顾客态度、网络宣传影响、顾客社群心理等5个自变量和顾客忠诚度、顾客信任度等2个中介变量对于线下顾客体验产生积极的正向影响,服务专业水平是重要限定因子。在此基础上,提出相应的解决办法,以期能对网络零售型为主的企业有实际的参考价值。

Empirical research on offline consumption scene is a significant topic to take a deeper look at customers’experience.In the research,a basic data was collected,data experiment was conducted and a conclusion was drawn,and then we tried to verify the theory and hypothesis by basic logic methods,made specific analysis by SPSS22.0 based on collected data.It finds out that five independent variables including the standard of service and professional abilities,intensity of customer involvement,customers’attitudes,Internet promotion,customers’community psychology,and two mediating variables,customers’loyalty and trust,will make positive influence on offline customers’experience,in which the standard of service and professional abilities is an important element.The paper,based on the research,puts forward to related solving methods to offer reference for companies mainly in online retail industry.