网络零售中的顾客价值及其对店铺忠诚的影响

本文以Woodruff(1997)顾客价值位阶框架和Holbrook(2006)顾客价值类型为基础,从消费者视角开发了一个基于网络零售的顾客价值多维度位阶结构模型,对该模型的妥当性及其构成维度对消费者店铺忠诚的影响机理进行了实证检验。证据显示,网络零售中的顾客价值包含产品价值、服务价值、情感价值和社会价值4个维度。其中,产品价值由品质好感性和金钱节省性产生;服务价值源于购买便利性、个性化服务和交易安全性;情感价值由界面审美性、信息探索性和过程愉快性生成;社会价值源自社会身份强化和自尊唤起。研究发现,顾客价值通过满意和信任间接影响店铺忠诚。顾客价值各维度对满意的相对影响力由大而小依次为社会价值、产品价值、服务价值和情感价值;对信任的相对影响力则依次为服务价值、产品价值、社会价值和情感价值。本文揭示了网络零售中顾客价值结构内涵及其在店铺忠诚构筑中的作用规律,对网络零售商开发价值驱动型店铺忠诚战略具有启示意义。

Customer Value and Its Effect on Store Loyalty in the Context of E-tailing

The present study,from the customer's perspective,empirically proposes that an extended structure of customer value be applied to e-tailing based on Woodruffs(1997) customer value hierarchy model and Holbrook's(2006) typology of customer value,and tests the effects of customer value dimensions on store loyalty in the context of e-tailing.The results from testing the customer value structure provide evidence that the structure of customer value makes up four subdimensions:product value,service value,emotiona...