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近几年,我国电子商务借助便捷的网络发展迅速。网络虽然为顾客提供了丰富的信息,促使顾客更容易和商家进行交流,增加顾客参与的机会,但同时顾客也付出更多的时间,顾客在网络购物时的转换成本提高,限制顾客向其他商家转移。因此,本文通过验证性因子分析顾客参与和顾客转换成本的维度,并借助相关性分析和线性回归分析研究顾客参与和顾客转换成本之间的关系,以期为网络购物商家提供相应的经营建议。
In recent years, China’s e-commerce has developed rapidly with the help of a convenient network. Although the network provides customers with a wealth of information, prompting customers to more easily communicate with businesses, increase customer participation opportunities, but at the same time customers also pay more time, customers in the online shopping when the conversion costs increase, limiting the customer to other businesses Transfer. Therefore, this paper analyzes the dimensions of customer participation and customer switching cost through confirmatory factors, and uses correlation analysis and linear regression analysis to study the relationship between customer participation and customer switching costs, in order to provide online shopping merchants with appropriate business advice.