B2C模式下转换成本对网上顾客忠诚影响实证研究

基于转换成本的视角,本文构建了一个影响网上顾客忠诚的概念模型。实证研究表明,网络程序转换成本、网络财务转换成本与网络关系转换成本这三种网络转换成本均正向影响网上顾客的行为忠诚度,只有网络财务转换成本和网络关系转换成本正向影响网上顾客的态度忠诚度。三种类型转换成本的构成因子对顾客的态度忠诚和行为忠诚的影响机理是不同的:利益损失成本、个人关系损失成本和品牌关系损失成本起着正向影响顾客态度忠诚的作用;评估成本、学习成本、利益损失成本和品牌关系损失成本起着正向影响顾客行为忠诚的作用。

Influencement of Switching Cost on Online Customer Loyalty:Empirical Study on Network Bookstore under B2C Mode

In this paper,the conceptual model of network consumer＇s switching costs effecting customer loyalty is constructed.Empirical study shows that three kinds of switching costs have positive impacts on online customer＇s behavior loyalty,and only financial switching cost and relational switching cost have positive impacts on online customer＇s attitude loyalty.And the mechanisms of the composition of these three kinds of switching costs influencing customer＇s behavior and attitude loyalty are different：benefit loss cost,personal relationship loss cost and brand relationship loss cost have positive influences on customer＇s attitude loyalty;evaluation cost,learning cost,benefit loss cost and brand relationship loss cost have positive influences on customer＇s behavior loyalty.