购物价值视角的C2C满意度实证分析  

An Empirical Analysis of C2C Satisfaction from the Perspective of Shopping Value

作　　者：李海英[1] 

机构地区：[1]西南交通大学经济管理学院,成都610031

出　　处：《软科学》2010年第12期134-139,共6页Soft Science

基　　金：国家社会科学基金项目(08XJY004)

摘　　要：以C2C网购为研究背景,从购物价值的视角构建了C2C满意度概念模型,并采用结构方程建模方法检验了实用价值和愉悦价值与满意度、转换成本的关系。实证结果显示:实用购物价值和愉悦购物价值对C2C满意度和转换成本均有显著的正向的影响,且前者的影响作用大于后者;C2C满意度和转换成本之间是正向的影响关系。在此基础上,提出了管理启示、研究局限及未来研究方向。This paper proposes C2C satisfaction model and examines the relationship between value dimensions,satisfaction to the C2C website,and switching cost by using structural equation modeling.Findings indicate that: both utilitarian value and hedonic value have significantly positive effects on satisfaction to the C2C website and switching cost,but the former is larger than latter;satisfaction to the C2C website has a positive effect on switching cost.Managerial implications,limitations,and future research directions are also discussed.

关 键 词：购物 实用价值 视角 C2C 满意度 实证分析 Perspective 转换成本 未来研究方向 结构方程建模 影响作用 实证结果 关系 概念模型 方法检验 启示 局限 基础 管理 构建 

分 类 号：G301[文化科学]