网站质量对关系质量的影响研究  

The Website Quality's Effects on Relationship Quality

作　　者：金玉芳[1] 亓慧[1] 刘晟楠[1] 董大海[1] 

机构地区：[1]大连理工大学管理学院,辽宁大连116023

出　　处：《管理科学》2008年第2期44-50,共7页Journal of Management Science

基　　金：国家自然科学基金重点项目(70532006);大连理工大学人文社会科学基金(2007319)

摘　　要：从关系营销的视角探查并检验顾客对不同网站质量构成的评价对关系质量的影响,进而对其重购意向的影响,关系质量包括满意、信任和承诺3个维度。开发了中国背景下网站质量的测量量表,包括易用性、内容性、安全性和互动性;构建了网站质量各维度对关系质量影响的理论模型。研究结果表明,网站易用性对承诺有显著影响,对满意和信任的影响不显著,网站内容性对关系质量的影响不显著,网站安全性和网站互动性对关系质量有显著影响,关系质量对重购意向有显著影响。The study adopts a relationship marketing perspective to explore and examine how customers＇ evaluation of website quality effects on the relationship quality, and consequently on repurchase intention. According to existing study, relationship quality in the paper contains satisfaction, trust, and commitment. A website quality scale in Chinese context was developed. In this scale, Website quality is measured by ease of use, website content, security/privacy and interactivity. Then the paper explores the relationship between four dimensions of website quality and relationship quality, and provided a conceptualization of website quality and relationship quality. The results indicate that ease of use, security/privacy and interactivity all influence relationship quality. In addition, relationship quality is found to significandy influence repurchase intention.

关 键 词：关系营销 互联网 关系质量 网站质量 重购意向 

分 类 号：F27[经济管理—企业管理]