| 网络顾客关系价值及其对再购买和口传意图的影响 |
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| 引用本文： | 赵卫宏.网络顾客关系价值及其对再购买和口传意图的影响[J].商业经济与管理,2010(5). |
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| 作者姓名： | 赵卫宏 |
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| 作者单位： | 江西师范大学,商学院,江西,南昌,330022 |
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| 基金项目： | 江西省软科学项目，江西师范大学博士基金 |
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| 摘 要： | 文章以网络零售消费者为对象,对网络顾客关系价值及其行为结果进行了实证分析.结果显示,在网络零售中,消费者的信心利益价值、个性化服务价值、时间精力节省价值对其感知关系满意具有显著的积极影响,特殊待遇价值对其感知关系满意具有部分影响,而受尊重价值和社交利益价值对其感知关系满意的影响未获统计学意义上的支持.这些研究结果有助于在理论上推进对网络顾客关系价值内涵的认识,在实践上为网络零售商有效开发顾客关系价值战略提供实务指导.
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| 关 键 词： | 网络零售 顾客关系价值 关系满意 再购买意图 口传意图 |
Internet Retail Customer Relationship Value and Its Effect on Repurchase and WOM Intentions |
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| ZHAO Wei-hong.Internet Retail Customer Relationship Value and Its Effect on Repurchase and WOM Intentions[J].Business Economics and Administration,2010(5). |
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| Authors: | ZHAO Wei-hong |
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| Institution: | ZHAO Wei-hong(Business School,Jiangxi Normal University,Nanchang 330022,China) |
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| Abstract: | This paper theoretically decomposes customer relationship value perceived by online shoppers(e-CRV) into six dimensions,and empirically investigates their effects on repurchase and word-of-mouth(WOM) intentions.As a result,confidence value,personal service value and time/effort saving value have significant effects on relationship satisfaction.The effect of special treatment value on relationship satisfaction is found weak.But the impacts of respected value and social value are not found significant in stat... |
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| Keywords: | internet retail customer relationship value relationship satisfaction repurchase word-of-mouth |
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