微信电子商务顾客忠诚度影响因素分析  

Analysis of Factors Influencing Wechat E-commerce Customer Loyalty

作　　者：姜红波[1] 邵雪媛 

机构地区：[1]厦门理工学院商学院,福建厦门361024

出　　处：《厦门理工学院学报》2015年第4期45-50,共6页Journal of Xiamen University of Technology

基　　金：国家社会科学基金项目(12BGL121);福建省教育厅人文社会科学研究项目(JA12283S)

摘　　要：基于顾客忠诚度理论,构建微信电子商务顾客忠诚度模型,设计包括顾客满意度、顾客信任、服务质量、转换成本、替代品吸引力、微信电商忠诚度6个维度29个题项的量表,实证分析微信电子商务顾客忠诚度的影响因素。调查数据的相关分析和回归分析表明:顾客满意度、转换成本、服务质量、顾客信任对微信电子商务的顾客忠诚度具有显著的正向影响,而替代品吸引力具有显著的负向影响;其中顾客信任的影响最大,转换成本影响最小。微信商家可以通过与微信平台联合培养顾客信任、提高服务质量、结合移动应用特点等途径,提高微信电子商务的顾客忠诚度。A model of Wechat e？commerce＇s customer loyalty was built based on customer loyalty, with six dimensions of 29 scale in customer satisfaction, customer trust, service quality, switching costs, alternative attractiveness, and Wechat e？commerce customer loyalty, to complete an empirical analysis of factors of Wechat e？commerce＇s customer loyalty. The study of the correlation analysis and regression analysis of survey data shows that customer satisfaction, switching costs, service quality, and customer trust has significant positive impact on Wechat e？commerce＇s customer loyalty, and alternative attractiveness has significant negative effects, which affect customer trust most, and switching costs least. WeChat businesses can connect with WeChat platform to develop the customer trust, improve service quality, make use of the mobile commerce, and improve Wechat e？commerce＇s customer loyalty.

关 键 词：微信电子商务 顾客忠诚度 顾客满意度 顾客信任 服务质量 转换成本 替代品吸引力 

分 类 号：F713.36[经济管理—产业经济]