网络环境下关系利益对顾客满意的影响研究

The Impacts of Relationship Benefits on Customer Satisfaction in the Online Business

为了探索网络B2C环境下的关系利益维度,以及各关系利益维度对顾客满意的影响,设定了关系利益的4个维度,并构建了这四个维度和顾客满意之间的因果联系模型。用结构方程对模型及其假设进行检验,数据分析结果表明:第一,信心利益、娱乐利益、特殊待遇利益和荣誉利益对顾客满意存在显著的正向影响;第二,涉入度在娱乐利益、特殊待遇利益、荣誉利益对顾客满意的影响中存在显著的调节作用。

In order to explore the dimensions of relationship benefits in the online B2C environment,and the impacts of these dimensions on customer’s satisfaction,this thesis,based on analyzing a series of domestic and foreign researches,builds four dimensions of relationship benefits and constructs a model including the four dimensions and customer’s satisfaction.This paper tests the hypotheses with the structure equation.The results of data analysis show that:first,confidence benefits,entertainment benefits,special treatments benefits and the honor benefits have significant positive impacts on customer satisfaction;second,involvement has great influence on the relationship between entertainment benefits,special treatment benefits,honor benefits and customer’s satisfaction.