摘要
通过采用结构方程模型的方法探讨移动电子商务服务补救对顾客忠诚的影响路径,656份有效正式问卷的实证研究结果表明:移动电子商务服务补救对顾客意愿忠诚和行为忠诚的直接作用显著,而对顾客认知忠诚和情感忠诚的作用主要是通过顾客满意的中介作用产影响;产品涉入调节效应的分析显示产品涉入只在移动电子商务服务补救对顾客行为忠诚的影响中存在显著的正向调节效应。研究结论为快速发展的移动电子商培育顾客忠诚提供了的借鉴思路。
By discussing the impact of mobile e-commerce service recovery by means of structural equation model,this empirical study by offering 656 validate questionnaires manifests that mobile e-commerce service recovery has significant direct effect on customer loyalty,and that customers＇ cognitive loyalty and emotional loyalty mainly have function through the mediating effect of customers＇ sacrifice.The research has also found that the product involvement has the moderating effects on the mobile e-commerce service recovery affecting the customer behavior loyalty.The result offers ways to cultivate customer loyalty for fast-growing mobile e-commerce.
出处
《广西师范大学学报（哲学社会科学版）》
北大核心
2014年第6期50-56,共7页
Journal of Guangxi Normal University(Philosophy and Social Sciences Edition)
基金
国家社科基金项目"旅游者参与及旅游服务价值共创模式研究"(13CGL082)
国家社科基金项目"移动用户生成内容环境下旅游者信息行为分析与我国旅游营销模式创新研究"(12CGL061)
教育部人文社科项目"旅游移动支付风险评价及其对游客信任的影响"(10YJC790336)
关键词
服务补救
顾客忠诚
产品涉入
中介效应
调节效应
service recovery
customer loyalty
product involvement
mediating effects
moderating effects
