网络顾客态度忠诚影响因素的实证研究  

Empirical Research on the Factors of Online Attitudinal Loyalty

作　　者：胡保玲[1] 

机构地区：[1]青岛理工大学商学院,青岛266520

出　　处：《北京理工大学学报（社会科学版）》2010年第3期25-29,共5页Journal of Beijing Institute of Technology：Social Sciences Edition

基　　金：山东省教育厅人文社会科学研究项目(J09WJ18)

摘　　要：以网络顾客为调查对象,探讨了顾客满意、顾客感知价值与网站使用简便性等信任前因、信任与顾客态度忠诚之间的关系。通过问卷调查,利用因子分析及结构方程模型验证了研究假设。实证分析结果表明,顾客满意、顾客感知价值、网站使用简便性与信任对顾客态度忠诚均有直接影响,顾客满意与顾客感知价值还通过顾客信任对态度忠诚有间接影响。This paper explores the relationships between antecedents of trust, trust and attitudinal loyalty. The hypotheses are tested by factor analysis and SEM using data gathered through the survey. The results show that： the customer satisfaction, perceived value and simplicity of usage have significant positive impacts on customer trust; customer trust has a significant positive impact on attitudinal loyalty and plays an indirect role between customer satisfaction, perceived value and attitudinal loyalty.

关 键 词：信任前因 顾客信任 态度忠诚 

分 类 号：F123[经济管理—世界经济]