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相对于传统口碑,网络口碑具有可获性强、传播速率快、规模广和影响大等特点,这使得网络口碑对营销的影响更加重要。网络环境下的服务补救作为网络口碑的关键影响因素,其对消费者和商家的影响更加突出。本文在前人研究的基础上,构建了网络服务补救质量(包括结果质量、程序质量、交互质量)、顾客补救满意、网络口碑之间的关系模型,并依此提出了相关研究假设,然后根据问卷调查数据,运用结构方程模型对模型和假设进行检验。研究结果表明:在网购情景下,消费者感知的补救质量和补救满意度对顾客的正面网络口碑传播都有显著影响;补救满意在服务补救质量与网络口碑中起到中介作用;消费者补救满意与内部网络口碑活动呈现正U形关系,与外部网络口碑活动之间不存在明显规律的结论。
Compared with the traditional word-of-mouth, Internet word-of-mouth has the characteristics of being highly available, fast spreading, large-scale and influential, which makes the impact of online word-of-mouth on marketing more important. Service remediation in the network environment as a key factor influencing internet reputation has a more prominent impact on consumers and businesses. On the basis of previous studies, this paper constructs a model of relationship between network service remediation quality (including result quality, program quality and interaction quality), customer remediation satisfaction and online word of mouth, and puts forward relevant research hypotheses. Based on this, Questionnaire data, the use of structural equation model to test the model and assumptions. The results show that consumer-perceived quality of remedy and satisfaction with remediation have a significant impact on customer’s positive online word-of-mouth communication under the online shopping scenario. Remedial satisfaction plays an intermediary role in the quality of service remediation and online reputation. Consumer remediation satisfaction It has a positive U-shaped relationship with the word-of-mouth activities in the internal network and no obvious regular conclusion with the word-of-mouth activities in the external networks.