网上购物顾客忠诚度的影响机制研究  

Research on the Infl uence Mechanism of Customers’Loyalty of Online Shopping

作　　者：刘玉芽 张镇威 何嘉玲 LIU Yuya;ZHANG Zhenwei;HE Jialing(Business School,Guangdong University of Foreign Studies Guangzhou,Guangdong 510006;Zhuhai Branch of Jilin University Zhuhai,Guangdong 519041;Aifuqu Trading Co.,Ltd.Guangzhou,Guangdong 510620)

机构地区：[1]广东外语外贸大学商学院,广东广州510006 [2]吉林大学珠海分校,广东珠海519041 [3]爱芙趣商贸有限公司,广东广州510620

出　　处：《中国商论》2022年第6期47-49,共3页China Journal of Commerce

基　　金：广东省省级科技计划项目(2015A080801005)。

摘　　要：本文结合当今电商及大数据发展现状,通过梳理总结以往文献,构建了顾客忠诚度影响机制模型,并收集数据、得出结论:顾客信任和客户服务通过顾客满意度对顾客忠诚度产生显著影响;网红口碑传播和顾客满意对顾客忠诚的影响力都十分显著;会员关系对顾客忠诚为非显著的负向影响;品牌虚拟社群对维护顾客忠诚度有重大作用;竞品成本对顾客忠诚度有一定冲击力。Combined with the current development of e-commerce and big data,this study constructs a model of the infl uence mechanism of customers’loyalty by combing and summarizing the previous literature and collect data and draws a conclusion that customers’trust and customer service have a signifi cant impact on customers’loyalty refl ected on customers’satisfaction.Online celebrities’fame and customers’satisfaction have a salient infl uence on customers’loyalty.Membership relationship has a non-signifi cant negative impact on customers’loyalty.Brand virtual community plays an important role in maintaining customers’loyalty,and competitive product cost has a certain impact on customers’loyalty.

关 键 词：网上零售 顾客忠诚 顾客满意 

分 类 号：F713.5[经济管理—市场营销]