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电子商务交易模式的特殊性,使在线消费者能够轻易转向其他网站,从而导致在线顾客忠诚度普遍不高。如何吸引在线消费者,使他们对网站产生依赖和黏性,是电子商务网站面临的一个重大挑战。从网站设计的视角考察在线黏度的前置影响因素以及其对消费者再购意愿的影响,利用问卷调查方式对获得的351个成熟在线消费顾客的数据进行结构方程建模。研究结果表明,在线黏度、在线满意和在线信任是影响消费者再购意愿的重要因素,内容感知价值、情景感知价值和基础感知价值以在线满意为中介显著影响在线黏度。
The particularity of e-commerce transaction mode makes it easy for online consumers to switch to other websites, resulting in generally low online customer loyalty. How to attract online consumers to make them dependent and sticky on the website is a major challenge for e-commerce websites. From the perspective of website design, this paper investigates the front influencing factors of online viscosity and its impact on consumer repurchase intention, and constructs the structural equation modeling of the obtained data of 351 mature online consumers by means of questionnaire. The results show that online viscosity, online satisfaction and online trust are the important factors influencing consumers’ willingness to repurchase. Content perceived value, situational perceived value and underlying perceived value significantly affect online viscosity through online satisfaction.