摘要
基于归因理论的视角,本研究建立了网络购物顾客满意与否、购买经历、归因与重复购买意愿之间关系的概念模型,并利用两个实验设计方法对比分析了顾客满意与否、不同购买经历对归因和重复购买意愿的差异性影响。研究结果表明:在网络环境下,当顾客满意时,品牌归因的重复购买意愿最高,而且高购买经历的顾客更多地把满意归因于自己和物流;当顾客不满意时,品牌归因的重复购买意愿最低,高购买经历的顾客很少把不满意归因于自己和品牌,而更多地归因于物流。
This study proposes a conceptual model to understand the relationship among customer satisfaction or dissatis- faction, buying experience, attribution and repurchase intention in online shopping from the perspective of attribution the- ory. And by use of two experimental designs, the effects of customer satisfaction or dissatisfaction and buying experience on attribution and repurchase intention are compared. The results indicated that in the case of customer satisfaction, brand attribution had the highest repurchase intention and customers with high buying experiences would more likely pre- fer to self - attribution and logistics attribution; in the case of customer dissatisfaction, brand attribution had the lowest repurchase intention and customers with high buying experiences would less likely have self - attribution and brand attri- bution but more logistics attribution.
出处
《商业研究》
CSSCI
北大核心
2015年第6期120-125,共6页
Commercial Research
关键词
购买经历
重复购买意愿
归因理论
buying experience
repurchase intention
attribution theory
