摘要
在信任、承诺、企业规模与信誉等传统顾客忠诚影响因素缺失条件下,消费者对众多提供相同或者相似产品中的网络商店存在重复光顾、正向口碑及推荐行为。基于淘宝网消费者调查,本文运用结构方程模型与bootstrap分析方法研究在线卷入度、感知信息过载以及在线转换成本对在线顾客忠诚的作用机制。结果表明:随着网络技术的飞速发展,在线卷入度、感知信息过载以及在线转换成本对特定网络商店在线顾客忠诚的影响作用逐渐凸显,在线顾客惰性中介是关键路径,为顾客忠诚研究提供了新的视角;行为观点的顾客惰性被认为是一种虚假忠诚,但从在线顾客惰性态度倾向视角审视在线顾客忠诚行为,是真正的顾客忠诚,是体验经济的体现。
In the absence of traditional customer loyalty factors such as trust, commitment, enterprise size and reputation, consumers still repeat patronage, positive word-of-mouth and recommendation to a singular web-store while so many web-stores providing the same or similar products. Based on Taobao consumer survey, this paper uses structural equation model and bootstrap analysis to analyze the mechanism of online involvement, perceived information overload and online switching cost on online customer loyalty. The results show that: with the rapid development of internet technology, online involvement, perceived information overload and online switching cost have increasingly prominent effects on online customer loyalty towards a singular web store, for all mechanisms of online customer loyalty, online customer inertia mediation is the critical path, providing a new perspective for the research of customer loyalty;from the behavior point of view, customer inertia is considered to be a spurious loyalty, however, from the attitude propensity perspective of online customer inertia, online customer loyalty behavior is still a real one and the embodiment of the experience economy.
作者
王金丽
申光龙
李桂华
WANG Jin-li;SHEN Guang-long;LI Gui-hua(School of Economics and Management, Qiqihar University, Qiqihar 161006, China;Business School, Nankai University, Tianjin 300071, China;Department of Economics and Management,Nankai University BinHai College,Tianjin 300270, China)
出处
《商业研究》
CSSCI
北大核心
2019年第4期1-11,共11页
Commercial Research
基金
国家自然科学基金项目
项目编号:71572083
国家社会科学基金项目
项目编号:16BJY125
天津市社科规划项目
项目编号:TJGL18-004
关键词
在线顾客惰性
在线顾客忠诚
在线卷入度
感知信息过载
在线转换成本
online customer inertia
online customer loyalty
online involvement
perceived information overload
online switching cost
