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本文以顾客的整个网购过程为研究范围,将网络顾客在B2C网站的购物感知作为研究对象,建立一个具有实践价值的网络顾客忠诚性影响机理模型,并进行了实证分析。研究结果表明:网站商品质量、网站交互性、网站售后服务对B2C购物网站品牌忠诚性具有显著的正面影响,网站的系统质量对网站品牌忠诚性的影响不显著,物流服务感知和网站促销感知对网站的行为忠诚具有正面影响,但对网站的态度忠诚影响不显著。
In this paper, the whole process of customer online shopping is taken as the research area, the online customer shopping perception in B2C website is taken as the research object, a practical model of online customer loyalty impact mechanism is established, and the empirical analysis is carried out. The results show that website quality, website interaction and website after-sales service have a significant positive impact on brand loyalty of B2C shopping sites. The influence of website quality on website brand loyalty is insignificant. The behavior loyalty of websites has a positive impact, but the impact on website loyalty is insignificant.