摘要
以转换成本理论为切入点,考察了转换成本和用户忠诚之间的关系,并将涉入度和满意度作为调节变量,探讨涉入度和满意度对转换成本和用户忠诚之间关系的调节作用。通过对收集的390份有效问卷数据进行分析,结果显示:转换成本对用户忠诚有显著的正向影响;涉入度和满意度对转换成本与用户忠诚之间的关系具有显著的调节效应,且这种调节效应在高涉入度情景和低满意度情景下更有效。研究结果为健身直播平台制定竞争策略和维系用户提供了实践启示。
Taking the switching cost theory as the starting point,this paper examines the relationship between conversion cost and user loyalty.The paper uses involvement and satisfaction as moderating variables to explore the moderating effect of involvement and satisfaction on the relationship between conversion cost and user loyalty.Through the analysis of 390 collected valid questionnaire data,the results show that:conversion cost has a significant positive effect on user loyalty;involvement and satisfaction have a significant moderating effect on the relationship between conversion cost and user loyalty,and this moderating effect is more effective in high involvement scenarios and low satisfaction scenarios.The research results provide practical inspiration for the fitness live streaming platform to formulate competitive strategies and maintain users.
作者
杨华灵
吴倩
YANG Hua-ling;WU Qian(School of Physical Education and Health,Hunan University of Technology and Business;School of Computer Science,Hunan University of Technology and Business,Changsha,Hunan 410205)
出处
《商学研究》
2022年第6期98-107,共10页
Commercial Science Research
基金
湖南省自然科学基金项目“基于虚拟现实技术的运动场景训练及效果评价研究”(2019JJ40149)
湖南省社会科学基金项目“竞技体育项目虚实融合训练效果评测及提升策略研究”(20YBA094)
湖南省教育厅教学改革研究项目“虚拟现实情境下运动场景训练与教学效果评价研究”(湘教通〔2018〕436号)
湖南省教育厅科学研究项目“体育运动项目虚实融合训练效果评测方法研究”(20C0536湘教通〔2020〕264号)。
关键词
转换成本
用户忠诚
涉入度
满意度
健身直播
conversion cost
user loyalty
involvement
satisfaction
fitness live streaming
