CAJ | 학술논문

基于顾客忠诚度理论，构建微信电子商务顾客忠诚度模型，设计包括顾客满意度、顾客信任、服务质量、转换成本、替代品吸引力、微信电商忠诚度6个维度29个题项的量表，实证分析微信电子商务顾客忠诚度的影响因素。调查数据的相关分析和回归分析表明：顾客满意度、转换成本、服务质量、顾客信任对微信电子商务的顾客忠诚度具有显著的正向影响，而替代品吸引力具有显著的负向影响；其中顾客信任的影响最大，转换成本影响最小。微信商家可以通过与微信平台联合培养顾客信任、提高服务质量、结合移动应用特点等途径，提高微信电子商务的顾客忠诚度。
기우고객충성도이론，구건미신전자상무고객충성도모형，설계포괄고객만의도、고객신임、복무질량、전환성본、체대품흡인력、미신전상충성도6개유도29개제항적량표，실증분석미신전자상무고객충성도적영향인소。조사수거적상관분석화회귀분석표명：고객만의도、전환성본、복무질량、고객신임대미신전자상무적고객충성도구유현저적정향영향，이체대품흡인력구유현저적부향영향；기중고객신임적영향최대，전환성본영향최소。미신상가가이통과여미신평태연합배양고객신임、제고복무질량、결합이동응용특점등도경，제고미신전자상무적고객충성도。
A model of Wechat e?commerce's customer loyalty was built based on customer loyalty, with six dimensions of 29 scale in customer satisfaction, customer trust, service quality, switching costs, alternative attractiveness, and Wechat e?commerce customer loyalty, to complete an empirical analysis of factors of Wechat e?commerce's customer loyalty. The study of the correlation analysis and regression analysis of survey data shows that customer satisfaction, switching costs, service quality, and customer trust has significant positive impact on Wechat e?commerce's customer loyalty, and alternative attractiveness has significant negative effects, which affect customer trust most, and switching costs least. WeChat businesses can connect with WeChat platform to develop the customer trust, improve service quality, make use of the mobile commerce, and improve Wechat e?commerce's customer loyalty.