B2C网站顾客购物体验与顾客忠诚关系研究——基于整体网络产品的视角  

A Research on the Relationship Between Customer Shopping Experience and Customer Loyalty in B2C Websites—In the Perspective of Whole E-Product

作　　者：黄丹阳[1] 卓骏[1] 陈莹[1] 

机构地区：[1]浙江大学管理学院,浙江杭州310058

出　　处：《西安财经学院学报》2014年第1期112-116,共5页Journal of Xi’an University of Finance & Economics

摘　　要：随着互联网发展日益完善,人们逐渐将注意力从产品和服务的质量转移至体验上。文章结合整体网络产品理论,从初始产品用户体验、信息产品用户体验和产品平台用户体验这三个层面来理解B2C网站的购物体验。并以顾客忠诚的影响机制为出发点,探讨了体验与忠诚的关系,提出了本研究的模型和假设。通过问卷调查的方法得出了以下结论:(1)B2C网站购物体验对态度忠诚有正向影响;(2)B2C网站购物体验对行为忠诚部分有正向影响;(3)态度忠诚对行为忠诚有显著的正向影响;(4)认知需求在B2C网站购物体验影响态度忠诚、行为忠诚中调节效果不显著。With the rapid development of the Internet, people start to focus on the experience other than the quality of products and services. Based on the whole e-product model and its related researches, this study expects to explain and discuss user experience in three aspects-basic product experience, information prod- uct experience and platform product experience, combined with the characteristic of B2C websites. Then this study raises a theoretical model and hypotheses to research the relationship between online shopping experience in B2C websites and customer loyalty. Through a questionnaire survey method reached the fol- lowing conclusions： （1）The online shopping experience in B2C websites has a significant effect on attitudi- nal loyalty; （2） Part of online shopping experience in B2C websites has significant effect on behavioral loy- alty; （3） Attitudinal loyalty has significant effect on behavioral loyalty; （4） The moderating effect of need for cognition isn＇t as significant as expected.

关 键 词：整体网络产品 购物体验 顾客忠诚 认知需求 

分 类 号：F713.55[经济管理—市场营销]