门户网站品牌忠诚度影响因素的实证研究

当前我国门户网站的竞争日趋激烈，对消费者门户网站品牌忠诚进行研究具有重要的现实意义。本文基于关系承诺一信任理论，建立了门户网站品牌忠诚度影响因素的概念模型，并通过问卷调查对模型进行了验证，以期对中国本土门户网站的品牌管理和关系营销管理有所裨益。研究结果表明，对门户网站品牌忠诚影响较大的因素是顾客对网站核心服务质量的满意度、顾客所处环境的规范习惯的明确性和导向性；同时，这些因素通过关系承诺的中介效应来间接影响门户网站品牌忠诚。

Empirical Study on Determinants of Brand Loyalty to Portal Website

Domestic Internet portals are faced with an increasingly fierce competition environment at present,and it's of great significance for portal websites to develop and keep consumers brand loyalty with their own sites.Based on the commitments-trust theory,this paper develops a framework to analyze determinants of consumer brand loyalty to portal websites,and empirically verifies the fitness of the model.Results show that the main determinants of consumer brand loyalty to portal websites include consumer satisf...