The influence of different types of satisfaction on loyalty on C2C online shopping platform:From the perspective of sellers and the platform  

C2C在线购物平台不同类型满意度对忠诚度的影响:分别从卖家和平台的视角

作　　者：Yanan Lu Qian Huang Yuting Wang 路亚楠;黄茜;王雨婷(中国科学技术大学管理学院,安徽合肥230026;上海大学悉尼工商学院,上海201800)

机构地区：[1]School of Management,University of Science and Technology of China,Hefei 230026,China [2]SILC Business School,Shanghai University,Shanghai 201800,China

出　　处：《中国科学技术大学学报》2024年第5期36-48,I0007,共14页JUSTC

基　　金：supported by the National Key R&D Program of China(2018YFB1601401).

摘　　要：With the rise and development of major types of platforms,the competition for resources has become extremely fierce,and the market share of C2C platforms has been seriously threatened by the loss of resources.Therefore,building and maintaining buyers’satisfaction and loyalty to C2C platforms is critical to the survival and sustainability of C2C platforms in China.However,the current knowledge on how platform satisfaction and loyalty are constructed in the C2C e-commerce environment is incomplete.In this study,seller-based satisfaction and platform-based satisfaction are constructed separately.We further distinguish seller-based transaction satisfaction into economic and social satisfaction and explore their antecedents and consequences.To test our research hypotheses,we conduct a survey and collect data from a real online market(Taobao website).The results show that seller-based transaction satisfaction positively affects platform-based overall satisfaction and loyalty,and that perceived product quality,perceived assurance,and perceived price fairness all have a significant effect on economic satisfaction,whereas perceived relationship quality and perceived empathy significantly influence social satisfaction.These findings help us understand the literature related to customer satisfaction in the context of C2C in China and provide inspiration for online sellers and platforms.随着各大类型平台的崛起和发展,资源的争夺变得异常激烈,C2C平台的市场份额也受到资源流失的严重威胁。因此,建立和维持消费者对C2C平台的满意度和忠诚度对于C2C平台在中国的生存和可持续发展至关重要。然而,目前关于C2C电子商务环境下平台满意度和忠诚度是如何构建的知识体系还不完整。本研究分别构建了基于卖家的满意度和基于平台的满意度,并进一步将基于卖方的交易满意度区分为经济满意度和社会满意度,并探索它们的前因和后果。为了检验我们的研究假设,我们从一个真实的在线市场(淘宝网站)进行了调查和收集数据。结果表明:基于卖家的交易满意度正向影响基于平台的整体满意度和忠诚度;感知产品质量、感知保证性和感知价格公平性对经济满意度有显著影响,感知关系质量和感知同理心对社会满意度有显著影响。这些发现有助于我们理解中国C2C背景下顾客满意度的相关文献,并为网络卖家和平台提供相应的实践管理启示。

关 键 词：transaction-specific satisfaction social and economic satisfaction various antecedents of satisfaction overall satisfaction C2C online shopping platform 

分 类 号：F713.5[经济管理—市场营销]