财经论丛
財經論叢
재경론총
Collected Essays On Finance and Economics
2015年
6期
82~89
,共null页
感知网站交互性 满意度 电子忠诚 购物行为类型 网络购物经验
感知網站交互性 滿意度 電子忠誠 購物行為類型 網絡購物經驗
감지망참교호성 만의도 전자충성 구물행위류형 망락구물경험
perceived website interactivity; satisfaction; e-loyahy; type of shopping behavior; e-shopping experience
本文基于Oliver的忠诚度理论构建感知网站交互性对电子忠诚的驱动效应模型，并通过实证检验发现：感知网站交互性的三个维度（双向沟通、控制性和同步性）不仅对电子忠诚存在显著的直接正向效应，还会通过满意度间接影响电子忠诚；相比非计划性购物行为的消费者而言，计划性购物消费者的感知控制性与满意度之间的关系更强；消费者网络购物经验越丰富，满意度与电子忠诚之间的关系就越强。研究结果为我国网络零售商的网站设计和网络营销实践提供了决策参考。
本文基于Oliver的忠誠度理論構建感知網站交互性對電子忠誠的驅動效應模型，併通過實證檢驗髮現：感知網站交互性的三箇維度（雙嚮溝通、控製性和同步性）不僅對電子忠誠存在顯著的直接正嚮效應，還會通過滿意度間接影響電子忠誠；相比非計劃性購物行為的消費者而言，計劃性購物消費者的感知控製性與滿意度之間的關繫更彊；消費者網絡購物經驗越豐富，滿意度與電子忠誠之間的關繫就越彊。研究結果為我國網絡零售商的網站設計和網絡營銷實踐提供瞭決策參攷。
본문기우Oliver적충성도이론구건감지망참교호성대전자충성적구동효응모형，병통과실증검험발현：감지망참교호성적삼개유도（쌍향구통、공제성화동보성）불부대전자충성존재현저적직접정향효응，환회통과만의도간접영향전자충성；상비비계화성구물행위적소비자이언，계화성구물소비자적감지공제성여만의도지간적관계경강；소비자망락구물경험월봉부，만의도여전자충성지간적관계취월강。연구결과위아국망락령수상적망참설계화망락영소실천제공료결책삼고。
Based on Oliver＇s loyalty theory, this study builds a model to explain the mechanism of website interactivity effects on e-loyalty. The results indicate that three dimensions of interactivity （Two-way communication, Control, and Syn- chronicity） all have significant positive effects on e-loyalty, and satisfaction has partially mediating effect on the relationship between interactivity and e-loyalty. We also find the type of consumer shopping behavior has significant moderating effect on the relationship between perceived control and satisfaction, and consumers＇ e-shopping experience moderates the relationship between satisfaction and e-loyalty. This paper provides new theoretical basis for the explanation of the inner mechanism of in- teractivity effect on e-loyalty, and offers e-retailers.decision basis for the website design and internet marketing practices.
