网络生态视阈下感知网络商业伦理对顾客忠诚的影响  

Study on Influence of Perceived E-Commerce Ethics on Customer Loyalty from Perspective of E-Ecological

作　　者：巫月娥[1] 

机构地区：[1]闽南师范大学管理学院,福建漳州363000

出　　处：《重庆理工大学学报（社会科学）》2015年第4期72-80,共9页Journal of Chongqing University of Technology（Social Science）

基　　金：福建省社会科学规划项目"商务模式对社会责任与绩效关系的调节效应:基于闵企的经验证据"(2013B055);福建省自然科学基金"覆盖决策信息系统理论及其在复杂系统决策中的应用"(2013J01265)

摘　　要：借鉴顾客忠诚的认知-情感-行为模式,针对网络生态系统中出现的伦理问题,探讨顾客感知的网络商业伦理对顾客满意和顾客忠诚的影响。以网络商业伦理研究文献为基础,提出顾客感知网络商业伦理包括:隐私保护、安全保障、销售诚信、交易履行和服务公正。研究结果表明,感知网络商业伦理对顾客满意影响显著,顾客满意对感知网络商业伦理和顾客忠诚起到中介作用。According to cognitive-affective-behavior model and the ethics problems in network ecosystem, the influence of customer perceived e-commerce ethics on customer satisfaction and customer loyalty was explored. Based on e-commerce ethics research literatures, we put forward customer＇ s perceived e-commerce ethics which include privacy, security, integrity, fulfillment and service justice. Research results show that perceived e-commerce ethics have significantly influence on customer satisfaction and customer＇s satisfaction has intermediary effect on perceived EC ethics and customer loyalty.

关 键 词：网络生态 感知网络商业伦理 顾客满意 顾客忠诚 

分 类 号：F713.5[经济管理—市场营销]