营销科学学报 ›› 2015, Vol. 11 ›› Issue (4): 104-128.

• 论文 • 上一篇    下一篇

平台型购物网站的网络顾客忠诚研究 ——基于关系质量与网站依恋的双中介路径

董晓舟   

  1. 董晓舟,上海财经大学国际工商管理学院博士研究生,E-mail:dongxiaozhou602@hotmail.com。
  • 出版日期:2015-12-01 发布日期:2016-02-04
  • 基金资助:

    本研究得到2015年上海财经大学校立科研项目:电子网络环境下的服务营销创新与中国服务业的竞争力(2015110230);2015年上海财经大学研究生创新计划项目科研创新基金(CXJJ-2015-330)的资助。非常感谢两位匿名评审专家所提的宝贵修改意见和建议。

Study on the e-loyalty of online shopping platform——based on the mediating roles of relationship quality and website attachment

Dong Xiaozhou   

  1. Dong Xiaozhou,School of International Business Administration,Shanghai University of Finance & Economics.
  • Online:2015-12-01 Published:2016-02-04

摘要:

在基于9套权威的电子服务质量量表的基础上,总结提取出页面设计、网站信息、易用性、可靠性、产品选择与货源、隐私与安全、顾客服务、虚拟社区、娱乐体验以及经济性这10个电子服务质量维度。然后通过500名网络购物顾客的问卷调查数据验证了电子服务质量可以显著正向影响网站依恋(adjusted R2=0.46)、关系质量(adjusted R2=0.66)以及网络顾客忠诚(adjusted R2=0.42),网站依恋以及关系质量可以显著正向影响网络顾客忠诚。同时,电子服务质量对于网络顾客忠诚整体影响力中的88%被关系质量与网站依恋所中介,表明关系质量、网站依恋在电子服务质量与网络顾客忠诚间起到了十分有效的中介作用。实证研究的结果也进一步表明体现功能性价值的电子服务质量主要是通过关系质量(冷)来影响网络顾客忠诚,而体现情感性价值的电子服务质量则主要是通过网站依恋(热)来影响网络顾客忠诚。

关键词: 电子服务质量, 网络顾客忠诚, 关系质量, 网站依恋, 网络购物

Abstract:

Based on the 9 set authority of electronic service quality scale, 10 electronic service quality dimensions of page design, website information, ease of use, reliability, product selection and supply, privacy and security, customer service, virtual community, entertainment experience and economy is extracted. Then with a sample of 500 consumers, a survey is conducted to test the relationship among e-loyalty, website attachment, relationship quality, electronic service quality. The results show that the electronic service quality influence website attachment (adjusted R2=0.46), relationship quality (adjusted R2=0.66) and e-loyalty (adjusted R2=0.42) positively, web attachment and relationship quality influence e-loyalty positively. At the same time, the 88% influence between electronic service quality and e-loyalty is mediated by the relationship quality and website attachment, which means that the relationship quality and website attachment play an very effective intermediary role between the electronic service quality and e-loyalty.The empirical research results further show that the functional value of electronic service quality mainly influence the e-loyalty through relationship quality (cold) , and the emotional value of electronic service quality mainly influence the e-loyalty through the website attachment (heat) .

Key words: electronic service quality, e-loyalty, relationship quality, website attachment, online shopping