管理科学
管理科學
관이과학
Management Sciences in China
2008年
2期
44~50
,共null页
金玉芳 亓慧 刘晟楠 董大海
金玉芳 亓慧 劉晟楠 董大海
금옥방 기혜 류성남 동대해
关系营销 互联网 关系质量 网站质量 重购意向
關繫營銷 互聯網 關繫質量 網站質量 重購意嚮
관계영소 호련망 관계질량 망참질량 중구의향
relationship marketing;Internet;relationship quality;website quality;repurchase intention
从关系营销的视角探查并检验顾客对不同网站质量构成的评价对关系质量的影响，进而对其重购意向的影响，关系质量包括满意、信任和承诺3个维度。开发了中国背景下网站质量的测量量表，包括易用性、内容性、安全性和互动性；构建了网站质量各维度对关系质量影响的理论模型。研究结果表明，网站易用性对承诺有显著影响，对满意和信任的影响不显著，网站内容性对关系质量的影响不显著，网站安全性和网站互动性对关系质量有显著影响，关系质量对重购意向有显著影响。
從關繫營銷的視角探查併檢驗顧客對不同網站質量構成的評價對關繫質量的影響，進而對其重購意嚮的影響，關繫質量包括滿意、信任和承諾3箇維度。開髮瞭中國揹景下網站質量的測量量錶，包括易用性、內容性、安全性和互動性；構建瞭網站質量各維度對關繫質量影響的理論模型。研究結果錶明，網站易用性對承諾有顯著影響，對滿意和信任的影響不顯著，網站內容性對關繫質量的影響不顯著，網站安全性和網站互動性對關繫質量有顯著影響，關繫質量對重購意嚮有顯著影響。
종관계영소적시각탐사병검험고객대불동망참질량구성적평개대관계질량적영향，진이대기중구의향적영향，관계질량포괄만의、신임화승낙3개유도。개발료중국배경하망참질량적측량량표，포괄역용성、내용성、안전성화호동성；구건료망참질량각유도대관계질량영향적이론모형。연구결과표명，망참역용성대승낙유현저영향，대만의화신임적영향불현저，망참내용성대관계질량적영향불현저，망참안전성화망참호동성대관계질량유현저영향，관계질량대중구의향유현저영향。
The study adopts a relationship marketing perspective to explore and examine how customers＇ evaluation of website quality effects on the relationship quality, and consequently on repurchase intention. According to existing study, relationship quality in the paper contains satisfaction, trust, and commitment. A website quality scale in Chinese context was developed. In this scale, Website quality is measured by ease of use, website content, security/privacy and interactivity. Then the paper explores the relationship between four dimensions of website quality and relationship quality, and provided a conceptualization of website quality and relationship quality. The results indicate that ease of use, security/privacy and interactivity all influence relationship quality. In addition, relationship quality is found to significandy influence repurchase intention.
