重庆理工大学学报：社会科学版
重慶理工大學學報：社會科學版
중경리공대학학보：사회과학판
Journal of Chongqing Institute of Technology
2015年
4期
72~80
,共null页
网络生态 感知网络商业伦理 顾客满意 顾客忠诚
網絡生態 感知網絡商業倫理 顧客滿意 顧客忠誠
망락생태 감지망락상업윤리 고객만의 고객충성
e-ecological; perceived e-commerce ethics; customer satisfaction; customer loyalty
借鉴顾客忠诚的认知-情感-行为模式,针对网络生态系统中出现的伦理问题,探讨顾客感知的网络商业伦理对顾客满意和顾客忠诚的影响。以网络商业伦理研究文献为基础,提出顾客感知网络商业伦理包括：隐私保护、安全保障、销售诚信、交易履行和服务公正。研究结果表明,感知网络商业伦理对顾客满意影响显著,顾客满意对感知网络商业伦理和顾客忠诚起到中介作用。
藉鑒顧客忠誠的認知-情感-行為模式,針對網絡生態繫統中齣現的倫理問題,探討顧客感知的網絡商業倫理對顧客滿意和顧客忠誠的影響。以網絡商業倫理研究文獻為基礎,提齣顧客感知網絡商業倫理包括：隱私保護、安全保障、銷售誠信、交易履行和服務公正。研究結果錶明,感知網絡商業倫理對顧客滿意影響顯著,顧客滿意對感知網絡商業倫理和顧客忠誠起到中介作用。
차감고객충성적인지-정감-행위모식,침대망락생태계통중출현적윤리문제,탐토고객감지적망락상업윤리대고객만의화고객충성적영향。이망락상업윤리연구문헌위기출,제출고객감지망락상업윤리포괄：은사보호、안전보장、소수성신、교역리행화복무공정。연구결과표명,감지망락상업윤리대고객만의영향현저,고객만의대감지망락상업윤리화고객충성기도중개작용。
According to cognitive-affective-behavior model and the ethics problems in network ecosystem, the influence of customer perceived e-commerce ethics on customer satisfaction and customer loyalty was explored. Based on e-commerce ethics research literatures, we put forward customer＇ s perceived e-commerce ethics which include privacy, security, integrity, fulfillment and service justice. Research results show that perceived e-commerce ethics have significantly influence on customer satisfaction and customer＇s satisfaction has intermediary effect on perceived EC ethics and customer loyalty.
