购物价值与C2C满意度实证分析  

Empirical Analysis on Shopping Value and C2C Satisfaction

作　　者：李海英[1] 贾志永[1] 肖杨波 

机构地区：[1]西南交通大学经济管理学院,成都610031 [2]易安信电脑系统(中国)有限公司,上海200120

出　　处：《世界科技研究与发展》2010年第5期702-706,728,共6页World Sci-Tech R&D

基　　金：国家社会科学基金项目(08XJY004)

摘　　要：本文以C2C网购为研究背景,构建了购物价值与C2C满意度的概念模型,并采用结构方程建模方法检验了购物价值的两个维度与C2C满意度的关系。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面影响,且前者的作用大于后者。在此基础上,本文提出了管理启示、研究局限及未来研究方向。A conceptual model investigating the relationships among hedonic value, utilitarian value, and C2C customer satisfaction was pro- posed and tested by using structural equation modeling. Findings from a large - scale survey indicate that both utilitarian value and hedonic value have significantly positive effects on satisfaction, but the effect of utilitarian value is larger than that of hedonic value. Managerial implications, limitations, and future research directions are also discussed.

关 键 词：C2C 购物价值 满意度 

分 类 号：F724.6[经济管理—产业经济]