基于顾客忠诚的零售购物网站可用性研究  

Studies to the Retail Website Usability Based on Customer Loyalty

作　　者：付宜强[1] 吴帅[1] 张洪梅[1] 

机构地区：[1]山东大学威海分校,山东威海264209

出　　处：《华东经济管理》2010年第4期125-129,共5页East China Economic Management

基　　金：教育部人文社科规划基金项目(05JA630034);山东大学威海分校青年基金项目(1030507431009)

摘　　要：文章在文献综述的基础上,提出了零售购物网站可用性与顾客忠诚的关系模型,并通过实证研究对模型进行了验证。研究表明,零售购物网站可用性是一个多维概念,由内容因素、交流因素、技术因素、情感因素和定位因素构成。此外研究还表明,零售购物网站的可用性对情感偏爱和重复购买存在显著的正向影响。The article refers to the model of the relationship between retail site usability and customer loyalty, based on the summary of references and the model has been tested and verified through empirical research. The study shows that the usability of retail site is a multi - dimensional concept, consist of factors of content, communication, technique, emotions and positioning. Besides, it indicates that the usability of retail site has obvious and positive effect on customers＇preference and the duplication in purchase.

关 键 词：零售购物网站 顾客忠诚 网站可用性 实证研究 

分 类 号：F274[经济管理—企业管理]