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近年来,来自于不同学科的众多研究者对顾客满意、信任和口碑行为进行了研究。然而,先前的研究大多围绕满意与口碑的关系,对信任与积极口碑的关系的研究较为罕见。本文考察了顾客满意对信任和积极口碑的调节效应。运用SPSS20.0对240份样本数据进行实证分析,我们发现,当顾客满意较高时,信任对积极口碑的影响增加。本文的研究结论既可以丰富顾客满意对口碑行为的研究,同时对于零售商提供了实践参考价值。
In recent years, many researchers from different disciplines have studied customer satisfaction, trust and word-of-mouth. However, most previous studies focus on the relationship between satisfaction and word-of-mouth, and research on the relationship between trust and positive word-of-mouth is relatively rare. This article examines the regulatory effect of customer satisfaction on trust and positive word of mouth. Using SPSS 20.0 to analyze 240 sample data, we find that when customer satisfaction is high, the impact of trust on positive word of mouth increases. The conclusions of this paper can not only enrich the research on word-of-mouth behavior of customer satisfaction, but also provide practical reference value to retailers.