In contemporary entrepreneurial environment based on customer retention, the growth of the internet has pushed the most dynamic businesses to compete in the electronic market. In literature, there are many studies sho...In contemporary entrepreneurial environment based on customer retention, the growth of the internet has pushed the most dynamic businesses to compete in the electronic market. In literature, there are many studies showing how a company＇s brand affects customer loyalty. Less attention has been paid to the relationship between e-commerce website loyalty and e-customer loyalty. This paper can be included in a stream of research that applies the construct of loyalty to e-commerce. Thus, this study aims to analyze, within the electronic market, the elements influencing and determining the trust and loyalty of the e-customers. This research consists of a descriptive study carried out utilizing the survey method. The population in this study includes 421 e-customers of Italian online multi-brand portals. The instrument of data gathering was a web-questionnaire and the data analysis was based on regression. Findings show a positive relationship between three factors （website technological level, e-service quality, and brand） and e-customer trust. Furthermore, the correlation, among the three variables, trust as mediating variable, and e-customer＇s loyalty, has been revealed. Therefore, it can be basically assumed that trust builds e-customer loyalty.展开更多
Mountain skiing has become a popular winter ecotourism activity in China. Studying the loyalty of eco-tourists from the perspective of tourist experience is important to the continued development of mountain ski touri...Mountain skiing has become a popular winter ecotourism activity in China. Studying the loyalty of eco-tourists from the perspective of tourist experience is important to the continued development of mountain ski tourism. Based on the flow experience theory, we developed and tested a structural equation model to examine relationships among flow experience, positive emotions and the loyalty of eco-tourists. Survey data from 324 eco-tourists with skiing experience at Daweishan Mountain Ski Resort was used for exploratory factor, confirmatory factor and path analyses. Results revealed five dimensions of flow experiences of eco-tourists： Concentration on task at hand, Loss of self-consciousness, Transformation of time, Autotelic experience, and Challenge-skill balance. As hypothesized, influences of Transformation of time, Autotelic experience and Challenge-skill balance on positive emotions were significant and positive. Concentration on task at hand, Autotelic experience, Challenge-skill balance and positive emotions positively influenced the loyalty of eco-tourists. Suggestions for developing ecotourism products are discussed such as designing a conductive environment to activate flow experience, providing personalized service to promote positive emotion, and developing experiential tourism activities.展开更多
文摘In contemporary entrepreneurial environment based on customer retention, the growth of the internet has pushed the most dynamic businesses to compete in the electronic market. In literature, there are many studies showing how a company＇s brand affects customer loyalty. Less attention has been paid to the relationship between e-commerce website loyalty and e-customer loyalty. This paper can be included in a stream of research that applies the construct of loyalty to e-commerce. Thus, this study aims to analyze, within the electronic market, the elements influencing and determining the trust and loyalty of the e-customers. This research consists of a descriptive study carried out utilizing the survey method. The population in this study includes 421 e-customers of Italian online multi-brand portals. The instrument of data gathering was a web-questionnaire and the data analysis was based on regression. Findings show a positive relationship between three factors （website technological level, e-service quality, and brand） and e-customer trust. Furthermore, the correlation, among the three variables, trust as mediating variable, and e-customer＇s loyalty, has been revealed. Therefore, it can be basically assumed that trust builds e-customer loyalty.
基金Humanities and Social Science Foundation of Hunan Province(16JD48)
文摘Mountain skiing has become a popular winter ecotourism activity in China. Studying the loyalty of eco-tourists from the perspective of tourist experience is important to the continued development of mountain ski tourism. Based on the flow experience theory, we developed and tested a structural equation model to examine relationships among flow experience, positive emotions and the loyalty of eco-tourists. Survey data from 324 eco-tourists with skiing experience at Daweishan Mountain Ski Resort was used for exploratory factor, confirmatory factor and path analyses. Results revealed five dimensions of flow experiences of eco-tourists： Concentration on task at hand, Loss of self-consciousness, Transformation of time, Autotelic experience, and Challenge-skill balance. As hypothesized, influences of Transformation of time, Autotelic experience and Challenge-skill balance on positive emotions were significant and positive. Concentration on task at hand, Autotelic experience, Challenge-skill balance and positive emotions positively influenced the loyalty of eco-tourists. Suggestions for developing ecotourism products are discussed such as designing a conductive environment to activate flow experience, providing personalized service to promote positive emotion, and developing experiential tourism activities.
