摘要
文章基于S-O-R理论、期望确认等相关理论,以回购意愿为结果变量,期望确认为直接前因变量,服务场景(物理临场感、社会临场感)和感知便利为自变量,体验感知为中介变量,店铺综合体验星级为调节变量,构建服务场景下消费者回购意愿模型,并验证各因素对回购意愿的影响。结果表明:服务场景以及感知便利对体验感知、回购意愿具有正向作用;店铺星级正向调节服务场景、感知便利对体验感知的影响;体验感知正向影响期望确认;期望确认正向影响回购意愿;体验感知在服务场景、感知便利以及期望确认之间起着中介作用;互动服务场景以及创造体验,增强了消费者粘性,激发回购意愿。
Based on the SOR theory, expectation confirmation and other related theoretical results, with repur. chase intention as the dependent variable, expectation confirmation as direct antecedent variable, service scenario (physical presence, social presence) and perceived convenience as independent variables, the experience perception as mediator variable, the store comprehensive experience star rating as the adjustment variable, the consumer repur. chase intention model under the service scenario is constructed, and the relationship of each factor is tested. The re. sults show that the service scenario and perceived convenience have a positive effect on experience perception and repurchase intention;the store star positively adjusts the effect of service scenario and the perceived convenience on the experience perception;the experience perception positively affects the expectation confirmation;the expectation confirmation positively affects repurchase intention;experience perception plays a mediating role between service scenario, perceived convenience, and expectation confirmation;interactive service scenario and creative experience enhance consumer loyalty and stimulate repurchase intention.
出处
《经济论坛》
2019年第4期129-135,共7页
Economic Forum
关键词
服务场景
体验感知
回购意愿
回归分析
Service scenario
Experience perception
Repurchase intention
Regression analysis
