团购网站客户忠诚度影响因素研究

Study on the Determinants of Customer Loyalty in Online Group-buying

在过去几年里,网络团购的发展经历了大起大落,如何留住消费者、提高客户忠诚度成了团购网站经营者必须考虑的问题。首先,对前人的相关研究成果进行文献梳理,得到团购网站用户忠诚度的影响因子模型,包括客户满意、客户安全、客户信任、客户期望和客户的转移成本这5个影响因素,随后提出必要的假设,定义并量化量表,进行问卷调查;然后,对数据结果进行信度和效度检验,通过回归分析得出了团购网购客户忠诚度的指标体系,结果表明客户满意、客户安全和客户的转移成本对团购网站客户忠诚度的影响是显著的,而客户信任、客户期望的影响是不显著的。最后,根据分析结果,对团购网站如何提高客户忠诚度提供了相关建议。

In the past few years,online group- buying has witnessed big rise and fall,thus,how to retain customers and improve customers’ loyalty should be considered. First of all,a research model of customer loyalty of online group-buying has been proposed on the basis of the review of correlational studies. This model includes five factors that would influence customer loyalty which are customer satisfaction,customer safety,customer trust,customer expectations and customer switching costs. Then the questionnaire has been designed. After the sample questionnaire survey,the correlation analysis confirms that this questionnaire could be used for regression analysis. The results of regression have shown that the effects from customer satisfaction,customer safety and customer switching costs on online group- buying customer loyalty are significant,but the effects from customer trust and customer expectation are not significant. Finally,according to the empirical analysis,relevant recommendations are proposed to help the online group- buying websites increase customer loyalty