摘要
在社会化商务中,企业维持顾客忠诚变得比以前更加困难,越来越多的企业转向顾客契合战略。顾客契合不同于顾客忠诚,其机理无法用传统的顾客满意度模型(质量-满意-忠诚关系模型)进行解释,而是存在更为复杂的动机。文章在顾客满意度模型基础上,结合动机理论,从满足动机所获得的价值视角,综合研究顾客契合的机理。首先采用探索性因子分析和验证性因子分析探究了电子服务质量和顾客契合测量模型;其次,采用结构方程模型分析顾客感知价值在电子服务质量和顾客契合之间的中介效应。实证结果表明,实用价值和享乐价值在电子服务质量和态度契合之间具有中介效应,实用价值在电子服务质量和再惠顾之间具有中介效应,社会价值在电子服务质量和社交互动之间具有中介效应。研究结果可为社会化商务企业改善顾客关系提供可操作的建议。
In the context of social commerce, it is more difficult for enterprises to maintain customer loyalty than before. Customer engagement is different from customer loyalty and its mechanism cannot be explained by Customer Satisfaction Model. The influencing factors of customer engagement include more complex motivations. Based on Customer Satisfaction Model, this paper adopts motivation theory and investigates the mechanism of customer engagement from the perspective of customer value. Firstly, adopting exploratory factor analysis and confirmatory factor analysis, the paper modifies the measurement model of e-service quality and customer engagement. Secondly, the paper analyzes the mediating effect of customer value between e-service quality and customer engagement with structural equation modeling. Empirical analysis results show that utilitarian value and hedonic value mediate the effect of e-service quality on attitudinal engagement, and utilitarian value mediates the effect of e-service quality on re-patronage, and social value mediates the effect of e-service quality on social interaction. The findings help to understand customer engagement and also give operational guidance to social commerce enterprises for the purpose of improving customer relationship.
作者
王高山
张新
徐峰
丁晓燕
WANG Gaoshan;ZHANG Xin;XU Feng;DING Xiaoyan(School of Management Science and Engineering,Shandong University of Finance and Economics,Jinan 250014,China)
出处
《大连理工大学学报（社会科学版）》
CSSCI
北大核心
2019年第2期67-76,共10页
Journal of Dalian University of Technology(Social Sciences)
基金
国家社科基金重点项目:"工业化和信息化深度融合推进供给侧结构性改革的研究"(16AJY003)
国家自然科学基金项目:"网络购物平台商品质量管控作用机理及其演进研究"(71472111)
山东省社会科学规划研究项目:"企业社交媒体政策对顾客契合的影响机理研究"(17CGLJ18)
关键词
电子服务质量
顾客契合
顾客感知价值
中介效应
e-service quality
customer engagement
customer perceived value
mediating effect
