服装商家在线评论反馈对消费者忠诚度影响研究

Research on the Influence of Online Review Feedback of Clothing Merchants on Consumer Loyalty

为了研究商家反馈、消费者满意度与忠诚度之间的影响机制,从好评与差评两个角度挖掘商家反馈的影响因素,为商家针对性地制定反馈策略提供对策建议。通过文献梳理最终确定了商家反馈的3个维度,构建了商家反馈、消费者满意度、忠诚度之间的关系模型并提出研究假设。采用多元回归分析的方法对收集的有效问卷数据进行实证分析:反馈特征、反馈方式、反馈效果3个变量显著正向影响做出差评的消费者的忠诚度,消费者满意度在反馈特征、反馈方式、反馈效果与忠诚度之间存在中介作用;反馈方式、反馈效果2个变量显著正向影响做出好评的消费者的忠诚度,其中消费者满意度在反馈方式、反馈效果与忠诚度之间存在中介作用。

In order to study the influencing mechanismbetweenmerchant feedback,consumer satisfaction and loyalty,the influencing factors of merchant feedback were explored from the perspectives of good and bad reviews,and countermeasures and suggestions were provided for merchants to formulate feedback strategies.Through literature review,three dimensions of merchant feedback were finally determined,the relationship model among merchant feedback,consumer satisfaction and loyalty was constructed,and the research hypothesis was proposed.The method of multiple regression analysis was used to make an empirical analysis of the collected valid questionnaire data.The three variables of feedback characteristics,feedback style and feedback effect had a significant positive impact on the loyalty of the consumers who made a bad rating.The consumer satisfaction had an intermediary effect between the feedback characteristics,feedback style,feedback effect and loyalty.Two variables,feedback style and feedback effect,have a significant positive impact on the loyalty of consumers who make positive comments,among which consumer satisfaction plays an intermediary role between feedback style,feedback effect and loyalty.