C2C平台上顾客对网络店铺忠诚度影响因素的研究  

Research on the Influential Factors of Customer Loyalty to Online Shop on C2C Platform

作　　者：苏欣[1] 

机构地区：[1]北京邮电大学经济管理学院,北京100876

出　　处：《征信》2017年第4期34-39,共6页Credit Reference

摘　　要：C2C电子商务平台的生存依靠的是平台中卖方的持续使用,而卖方的生存又受到买方忠诚度的影响。因此,对C2C电子商务平台上顾客对网络店铺忠诚度的影响因素的研究就显得至关重要。通过采用问卷调查和实证分析的方法,研究结果发现顾客的感知价值以及网络店铺的形象都会正向影响顾客对店铺的满意感,对店铺满意感较高的顾客会对店铺建立较高的信任,从而产生在店铺的重复购买行为,顾客最终会在认知、情感、意向、行为四个递进维度形成对网络店铺的忠诚度。C2C电子商务平台上的网络店铺可以通过提高顾客感知价值、重视网络店铺形象、增强双方情感联系来提高顾客对店铺的忠诚度,从而提高销量和利润。The survival of C2C e-commerce platform depends on the continuous use of the platform by sellers, while seller＇s survival is affected by the buyer＇s loyalty. Therefore, it is very important to study the influential factors of customer loyalty to online shop on C2C e-commerce platform. By using the method of questionnaire survey and empirical analysis, the research results show that customer perceived value and the image of online shop will positively influence the customer satisfaction to the shop, and that the customers with higher satisfaction to the shop will establish a higher trust in the shop, resulting in the repeated purchase behaviors in the shop, and these customers will eventually form the loyalty in four progressive dimensions, i.e. cognition, emotion, intention, and behavior. Online shops on the C2C e-commerce platform may enhance customer loyalty to the shop and increase sales and profit by improving the customer perceived value, attaching importance to shop image, and enhancing the emotional relationship between the two sides.

关 键 词：C2C 网络店铺 顾客忠诚度 电子商务 顾客感知价值 

分 类 号：F274[经济管理—企业管理] F713.36[经济管理—国民经济]