摘要
随着多渠道零售的发展,在线上线下两种渠道进行信息搜索和交易购买的研究型购物者日益增多。消费者试图将多种渠道对比,选择感知价值最优的渠道进行购买。因此,网络企业面临的现实问题就是如何提高与顾客的互动沟通来响应顾客的需求,以增强其感知价值和满意度,使顾客产生重购意愿和行为。本文通过实证方法探讨了线上互动、感知价值、满意度与重购意愿的关系。研究发现,线上互动正向影响感知价值、满意度与重购意愿,并对在线企业如何提高与顾客的互动水平以增强其竞争力提出具体建议,为在线企业吸引和留住网络购物者并捕获消费者重购行为的心理与特征提供参考依据。
With the popularization of shopping multiple channels,more and more research-type shoppers tend to search information and purchase transaction through on-line and off-line channel conversion. Consumers try to compare multiple channels and choose the best channel to purchase. Therefore,the realistic problem that Internet enterprises are facing is how to improve the interactive level of online enterprises to influence customers to enhance their perceived value,satisfaction and repurchase. This paper discusses the relationship between perceived value,satisfaction and repurchase intention based on ＂ online interaction＂ with multimedia technology. The study finds that online interaction positively affects perceived value,satisfaction and repurchase intention. Furthermore,this paper puts forward suggestions on s how online retailers can improve their interaction with customers and enhance competitiveness. This paper aims to provide important theoretical foundation and practical guidance for online enterprises.
作者
刘俊清
L IU Jun - qing(Zhongnan University of Economics and L a w , W u h a n 430070, China;Inner Mongolia University of Finance and Economics , Hohhot 010070 , Chin)
出处
《内蒙古财经大学学报》
2018年第2期50-55,共6页
Journal of Inner Mongolia University of Finance and Economics
基金
国家自然科学基金项目(71272247)
2016年度内蒙古哲学社会科学规划项目社科研究基地专项课题(2016ZJD019)
关键词
线上互动
感知价值
满意度
重购意愿
online interactive
perceived value
satisfaction
repurchase
