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交易经验在平台式网购顾客满意度评价中的调节作用 总被引：1，自引：0，他引：1
构建并检验了交易经验在平台式网购环境下对网络零售质量、购物价值与顾客满意度关系的调节作用概念模型。实证结果显示:网络零售质量的不同维度对购物价值和满意度有不同的影响作用;网购者的功能价值感知对满意度的影响作用因交易经验不同而存在显著差异。在此基础上,提出了管理启示、研究局限及未来研究方向。 相似文献
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商店形象、顾客满意度与忠诚度关系的实证研究 总被引：8，自引：1，他引：7
商店形象的构成要素如何影响顾客满意度和忠诚度,一直是国外学术界关注的热点.本文以长沙市6家大型连锁超市为研究对象,采取拦截访问的随机调查方式,实证研究了商店形象、顾客满意度与忠诚度之间的关系.研究发现,商店形象中的商品陈列、商品质量、员工服务、商品品种和商品价格是影响顾客满意度的重要因子,而硬件设施和购物环境对顾客满意度的影响很小;影响顾客满意度的因子(如商品陈列和商品质量)对顾客忠诚度的影响很小,而对顾客满意度影响很小的因子(如促销活动和交通便利)却对顾客忠诚度的影响较大;顾客满意对顾客忠诚产生显著的直接正向影响. 相似文献
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通过结构方程的实证方法,研究了哪些关键变量对我国B2C顾客满意度构成重要影响,以及影响的强度分别有多大。通过非概率抽样和便捷抽样,本文采集了1001个有效样本,运用探索性因子分析和验证性因子分析,将影响顾客满意度的指标分为9个因子。通过结构方程建模,研究发现有7个因子的影响是显著的,其中交易能力对顾客满意度的影响最大,其次是物流配送与支付方式、网站的客户服务。其它对满意度有正向影响的因子依次为安全隐私、商品特征、信息质量、网页设计,而响应时间和网站的易浏览性2个因子对我国B2C顾客满意度的影响不显著。 相似文献
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服务创新、服务质量与顾客满意度关联性之研究 总被引：1，自引：0，他引：1
通过文献探索建构研究模型,其目的在于探讨服务创新、服务质量与顾客满意度之关联性.以B2B观点,诠释制造业加入服务创新是否会对顾客满意度有所影响.以台湾电机电子产业为研究对象,通过问卷方式搜集数据与利用结构方程模式进行分析.研究结果显示,服务创新对服务质量具正向显著影响,服务质量对顾客满意度具正向显著影响,但服务创新对于顾客满意度无显著正向影响.该研究结果可为电机电子制造业经营转型提供参考. 相似文献
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本文通过问卷调查数据,检验了顾客满意度对口碑推荐进而对新客户购买决策的影响,模型中同时考虑了产品涉入度和情感承诺的调节作用以及顾客交流特征(口碑传播者的专业性、关系强度、感知风险)对新客户购买决策的影响。结果表明:顾客满意度对口碑推荐有显著的正向影响;口碑推荐对新客户购买决策有显著的正向影响;产品涉入度在顾客满意度和口碑推荐的关系中起着显著的正向调节作用,但情感承诺的调节作用不明显;口碑传播者的专业性以及关系强度对新客户购买决策有显著的正向影响,感知风险的影响不显著。同时本文通过计算口碑推荐数量和口碑转换概率从而预测出基于口碑推荐方式获取新顾客数量。 相似文献
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通过RS-BP神经网络模型的构建,对影响顾客满意度评价的因素用属性约简算法约简,将降维后的数据送入网络学习和训练,最后用训练好的的网络对测试样本进行检验。该模型使学习训练的速度和识别率提高了,为C2C电子商务顾客满意度评价提供了一种更为有效和实用的新方法。 相似文献
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构建了两个竞争生产商、两个零售商与最终顾客组成的三级供应链Stackelberg博弈模型,研究了两个竞争生产商分销渠道设计中如何制定产品质量决策的问题。建立了生产商分销渠道三种策略模型(直接渠道策略、间接渠道策略、混合渠道策略),并且分析了三种渠道策略对生产商产品质量决策、零售商产品采购决策、期望收益函数以及最终顾客消费者剩余的影响。与直接渠道相比,当生产商选择间接渠道策略时,产品质量水平和销售价格均将下降,最终顾客的消费者剩余也会降低,但当低质量生产商选择间接渠道策略时,消费者剩余将会增加,此结论也是对本领域研究的有力补充。最后,进行了算例分析,数值计算结果验证了所建模型的有效性和结论的正确性,为该模型在实践中的具体应用指明了方向。 相似文献
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O2O在线外卖顾客满意度评价体系区别于传统的餐饮顾客满意度评价,为提高O2O模式下在线外卖的顾客满意度,本文通过对顾客满意评价体系以及餐饮行业顾客满意因素研究,提出了O2O模式在线外卖用户满意度的模糊评价模型。模型给出在线外卖顾客满意的4个影响因素,即食品因素、价格因素、服务因素以及便利因素,其中食品因素对顾客满意的影响程度最大。利用模型对在线外卖的代表性平台"饿了么"进行顾客满意度的实证分析,验证了模糊评价体系可行性,并根据评价结果提出了提高O2O在线外卖顾客满意度的措施建议。 相似文献
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Transaction uncertainty is an impediment to customer satisfaction and remains a problem in the dual-channel retailing context. Most consumers use web stores for information and evaluation. This process influences their subsequent retailer selection and consumer satisfaction. In this study, the retailer brand, as the source of transaction information, is considered as a solution to the problem of transaction uncertainty. Brand attractiveness, the affective aspect of brand, is identified as an affective-based uncertainty mitigator and is considered together with brand credibility, the cognitive aspect of brand. Drawing on the source attractiveness/credibility model, retailer brand attractiveness and credibility are proposed and confirmed to reduce transaction uncertainty, in turn improving customer satisfaction. The moderating role of online–offline channel integration on the uncertainty reduction effect of retailer brand attractiveness and credibility is investigated. Online–offline channel integration has been found to be the essential condition for the uncertainty reduction effect of retailer brand attractiveness. Online–offline channel integration is also found to form a synergy with retailer brand credibility in reducing uncertainty. These findings show that the web stores of dual-channel retailers should invest in brand attractiveness and credibility orderly and coordinate brand investment with online–offline channel integration. 相似文献
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【目的/意义】反映在线商品推荐质量的主要设计特点,探讨电商导购平台在消费者决策中所扮演的角色,
有助于电商导购平台管理者制定出更符合消费需求的针对性策略和管理对策。【目的/意义】根据双因素理论,构建
在线商品推荐对用户忠诚度影响因素的研究模型,通过调查问卷采集379份有效问卷,运用偏最小二乘法对研究模
型和假设进行验证。【结果/结论】顾客商品筛选成本和决策质量显著影响顾客忠诚度;商品筛选成本与推荐准确性
和推荐新颖性呈负相关,与信息不实和信息过载呈正相关;商品评估成本与推荐新颖性呈负相关,与信息不实和信
息过载呈正相关;决策质量与推荐准确性和推荐新颖性呈正相关,与信息不实和信息过载呈负相关。【创新/局限】
提出并验证了新的电商导购平台在网购中对顾客决策和忠诚度的作用研究模型,因选取的影响因素和样本平台有
限,今后可探索更多的新变量引入模型,并推广到更多的电商导购平台中。【创新/局限】提出并验证了新的电商导
购平台在网购中对顾客决策和忠诚度的作用研究模型,因选取的影响因素和样本平台有限,今后可探索更多的新
变量引入模型,并推广到更多的电商导购平台中。 相似文献
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Increasing numbers of consumers who engage in the development of new products are selling their innovations on online marketplaces. We contribute to the scarce research on the commercialization activities of consumer innovators by comparing the consumers’ price decisions with the pricing of firms. Our predictions build on the baseline assumption that the price decisions of consumers are influenced by the same motivations that originally prompt them to innovate. We use a sequential mixed-method approach with a quantitative main study and follow-up qualitative research. The quantitative results draw on a matched-pair analysis of 4,242 computer games released on the online game platform Steam. We find that consumer innovators charge lower prices than firms for comparable games and that consumers and firms show different inclinations in aligning prices with the games’ development costs and perceived quality. The subsequent interview study with 29 hobbyist game developers provides clear support for the motivational explanations of consumers’ pricing decisions. The findings contribute to research on consumer innovation marketing and nascent entrepreneurship. They also improve the understanding of welfare effects resulting from increasing commercial activities of consumers. 相似文献
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在线商品评论对产品销量影响研究 总被引：3，自引：0，他引：3
作为一种新型的口碑传播方式,在线产品评论成为了消费者和商家了解产品质量和服务的最为重要的信息来源。在线产品评论哪些因素影响到消费者的购买决策,对产品的销量产生多大的影响已经成为人们关注的重要问题。通过对在线手机评论研究发现,"在线评论数量"、"商品的关注度"对在线手机销量有显著性影响,更为重要的是我们发现"评论的时效性"和"顾客认为评论的有用率"对手机的销量也有非常重要的显著性影响,而"评论的正负情感倾向性"等对产品的销量无明显影响。 相似文献
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The Internet has favored the growth of collaborative platforms where marketers and consumers interact to develop more engaging products and services. These platforms are usually centered in a specific brand/product and their members are linked by a shared admiration to that brand. This paper analyzes one of the most powerful online collaborative platforms, the free software (FS) case, which involves a lot of virtual communities developed around products such as Linux or Android, the new Google's mobile operating system. Our purpose is to determine some of the main antecedents and consequences of the consumer involvement in this type of communities. Results have shown that satisfaction with a virtual community may increase the level of consumer participation in that community. At the same time, a greater identification with the virtual community may increase indirectly the consumer participation thanks to the enhancement of his/her satisfaction with the community. We have also found positive and significant effects of consumer identification and participation on the level of community promotion. Finally, positive and significant effects of consumer participation and satisfaction with the community on loyalty to the FS were also found. These findings allow us to conclude some interesting managerial implications. 相似文献
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Recently, online recommendations have become a main channel for enterprise promotion; however, little evidence has been directed toward understanding the fitness of products information in the online recommendations context. The current study examines the fitness of recommended products information and budget of customers selves’ situation tries to find the key factors that buy exceed the recommended products in the online channels. Drawing upon the customer satisfaction index (CSI) and the price information seeking behavior (PISB) model, this paper proposes a research model and validates it in the context of recommendations from the well-known e-commerce websites from 342 participants. With Amos 18.0 this study finds that, in the online environment, the constructs of CSI are evaluated in online recommendations, in addition, finds the fitness of products information can be vital factor impact perceived quality, value, satisfaction, and buy extra. Moreover, the budget constraints of customers positively impact price comparison, and price comparisons negatively impact satisfactions. This research sheds light on the buy extra behavior in online recommendations and provides insights into the marketing promotion strategies in electronic markets. 相似文献
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从消费者效用角度研究了一个网络音乐厂商与一个传统音乐厂商构成的双寡头垄断市场中的产品定价策略,构建Hotelling博弈模型,探讨了网络外部性对音乐厂商最优定价、利润变化趋势和市场盗版水平的影响。研究发现:有网络外部性时,不论网络音乐厂商还是传统音乐厂商,产品价格都上升;网络音乐厂商的利润必然上升,而传统音乐厂商的利润可能下降。网络外部性的存在增大了整个音乐市场的需求,盗版的需求也随之增大,但市场竞争加剧导致盗版市场份额可能下降。 相似文献
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基于中国网络购物环境,以SOR理论为基础,研究网络退货政策各维度对消费者购买意愿的影响机理.研究结果表明:网络退货政策的三个构成维度,退货时限、退货操作和退货费用是通过影响感知质量和感知风险来进一步影响消费者购买意愿的.三者对消费者购买意愿的影响程度从大到小依次排列为退货操作、退货费用和退货时限. 相似文献