团购网站顾客忠诚影响因素的实证研究  

Empirical Study of Influential Factors on Customer Loyalty for Group-Buying Websites

作　　者：张亚军[1] 张金隆[2] 陈江涛[1] 

机构地区：[1]贵州财经大学工商管理学院,贵阳550025 [2]华中科技大学管理学院,武汉430074

出　　处：《软科学》2015年第9期107-112,共6页Soft Science

基　　金：国家自然科学基金面上项目(71271095);教育部人文社会科学研究规划基金项目(14YJA630091)

摘　　要：通过对298个网络团购顾客的问卷调查,基于惰性和容忍区视角探讨了服务质量、顾客信任和转移成本对顾客忠诚的影响及作用机制。结果表明:服务质量、顾客信任、转移成本和顾客惰性对顾客忠诚有显著的正向影响;顾客惰性在服务质量、顾客信任、转移成本与顾客忠诚之间起着部分中介作用;顾客容忍区显著调节顾客惰性与顾客忠诚之间关系。Through the 298 valid questionnaires,this paper discusses the influence and its inner mechanism of service quality,customer trust and switching costs on customer loyalty based on inertia and zone of tolerance perspectives. Results indicate that,service quality,customer trust,switching costs and customer inertia have a significantly positive effect on customer loyalty; customer inertia plays a partial mediating role in the relationship between service quality,customer trust,switching costs and customer loyalty; zone of tolerance significantly moderates the relationship between customer inertia and customer loyalty.

关 键 词：团购网站 顾客惰性 容忍区 顾客忠诚 

分 类 号：F713[经济管理—产业经济]