网络信任对网络忠诚影响路径的结构方程模型  

A Structural Equation Model for the Impact Path of Online Trust on Online Loyalty

作　　者：陶雪萍[1] 朱帮助[1,2] 

机构地区：[1]五邑大学管理学院,广东江门529020 [2]北京航空航天大学经济管理学院,北京100083

出　　处：《武汉理工大学学报（信息与管理工程版）》2009年第3期382-386,共5页Journal of Wuhan University of Technology：Information & Management Engineering

基　　金：广东省科技计划基金资助项目(粤科计字[2007]173号);江门市科技计划资助项目(江财[2007]28号)

摘　　要：研究消费者网络信任对网络忠诚的影响,可以为企业有针对性地制定网络忠诚提升策略提供支持。在假设网络信任和顾客满意都是影响网络忠诚的因素,同时网络信任也会影响顾客满意的基础上,采用结构方程建模方法,建立了网络信任对网络忠诚的影响路径模型,应用AMOS软件进行模型的假设检验。实证结果显示,网络信任通过两条路径影响网络忠诚,一是网络信任直接正向影响网络忠诚,二是网络信任通过顾客满意中介变量正向影响网络忠诚。The lack of online trust is one of the main factors that influence consumers＇ internet shopping willing. Therefore, the study of the impact of consumers＇ online trust on online loyalty can help enterprises to develop targeted strategies to enhance online loyalty. Online trust and customer satisfaction all have impact on online loyalty;online trust will also affect customer satisfaction. A structural equation model was used to establish the impact path model of online trust on online loyalty. AMOS software was applied to test of model of hypothesis. The results show that there are two ways that online trust affects online loyalty. On the one hand, the online trust has a direct positive impact on online loyalty, on the other hand, it affects the online loyalty positively through the intermediate variable of customer satisfaction.

关 键 词：网络信任 网络忠诚 顾客满意 结构方程模型 

分 类 号：F224.9[经济管理—国民经济]