体验营销理念下互联网顾客忠诚的形成机理——满意度与信任度的双中介效应  

The Formation Mechanism of Internet Customers' Loyalty under the Idea of Experience Marketing——the Dual Intermediary Effect of Satisfaction and Credibility

作　　者：仇立[1] QIU Li(Tianjin University,Tianjin300072,China)

机构地区：[1]天津大学管理与经济学部,天津市300072

出　　处：《中国流通经济》2017年第3期96-104,共9页China Business and Market

基　　金：国家自然科学基金项目"基于供应链低碳化的企业行为与运营优化决策研究"(71072155);国家自然科学基金项目"物联网环境下的供应链资源优化配置与运营协调研究"(71472134)

摘　　要：文章基于388份调研问卷统计数据,对互联网虚拟消费情境下影响消费者功能性利益体验前置限定因素进行系统梳理,运用结构方程模型展开实证研究。研究表明:在0.05显著性水平上,消费便利性体验、价格利益感知、商品品质、物流配送服务质量及服务失误补救措施与互联网顾客忠诚显著正相关;消费便利性体验与商品品质分别构成影响互联网顾客满意度、信任度的重要限定因子;满意度、信任度在互联网顾客忠诚形成机制中中介效应显著。因此电商企业在消费便利性体验层面应提供功能强劲的搜索引擎支持模糊查询、搜索纠错及搜索结果快速准确定位,并积极提升订单处理自动化、智能化水平,系统改善订单处理流程、缩短订单处理周期,在确保高效安全支付前提下差异化满足顾客支付偏好;在感知商品品质层面,建立并完善商品质量监控评价系统,加大对已通过审核的第三方销售平台交易行为的监管力度及对商家质量欺诈行为的处罚力度,规范商品信息发布质量、协调网络推荐与在线评价管理机制。Based on the data of 388 questionnaires,the author carries out an empirical research by using the structural equation model. It is found that:with the significance level of 0.05,consumption convenience experience,the perception of price and benefits,commodity quality,the quality of distribution service and remedial measure for service mistakes have significant impact on Internet customer’s loyalty;consumption convenience and commodity quality is the important limiting factor of Internet customers’satisfaction and credibility,respectively;and satisfaction and credibility has significant intermediary effect inthe formation mechanism of Internet customers’loyalty. So at the level of consumption convenience experience,e- commerce enterprises should provide search engine with great power in terms of fuzzy search,search error correction and quick and correct positioning,upgrade the automatic and intellective level of order processing,improve the process of that,shorten the period of that and fully consider the customers’different payment preference;and at the level of perception of commodity quality,they should establish and perfect the supervision and evaluation system of commodity quality,strengthen the supervision on the approved 3rd party trading platform and enhance the punishment against sellers’cheating activities,standardize the quality of commodity information disclosure,and coordinate the relation between online recommendation and online comment management mechanism.

关 键 词：消费体验 顾客关系质量 互联网顾客忠诚 

分 类 号：F274[经济管理—企业管理]