网上转换成本对顾客重复购买意愿影响的研究

以网络购买为代表的电子商务快速发展,深刻影响了现代社会的交易方式。而保持顾客忠诚度是电子商务企业在激烈的市场竞争环境中取胜的关键。本文基于以贡献和约束为基础的关系发展机制,构建概念模型,深入研究网络环境中供应商的相对吸引力和顾客满意对转换成本进而对顾客重复购买意愿的影响机制。研究结果表明:网上转换成本对顾客重复购买意愿有显著的正向影响;供应商的相对吸引力对网上转换成本和网上顾客满意都有显著的正向影响;网上顾客满意对网上转换成本有显著的正向影响,并在此基础上提出提高顾客重复购买意愿的相关对策建议。     

网络顾客关系价值及其对再购买和口传意图的影响

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。     

顾客价值、顾客满意和转换成本对顾客忠诚影响实证研究

顾客价值、顾客满意和顾客忠诚是影响消费者选择产品的重要因素。本文以零售业超市顾客为研究对象,通过建立线性结构关系模式,构建出顾客价值、顾客满意、转换成本和顾客忠诚的整合框架,系统剖析其因果关系,并以顾客满意作为中介变量探讨其对顾客价值和顾客忠诚之间的中介作用,以及将转换成本作为调节变量探讨其对顾客价值、顾客满意和顾客忠诚三者之间的调节作用。     

淘宝店铺个性化对重复购买意愿影响的实证分析

文章在以往研究的基础上系统的提出了淘宝店铺个性化的构成维度：店铺装修、产品选择、产品描述、推荐服务、物流服务、促销服务,并通过设计问卷、回收并处理数据,实证店铺装修、产品选择、产品描述、推荐服务对重复购买意愿的正向影响,以及顾客价值在店铺个性化影响重复购买意愿过程中起到了中介作用。     

冲动性购买行为对重复购买意愿的影响研究

随着我国社会经济的发展,冲动性购买在日常购买活动中所占的比率越来越大.然而,已有研究中将冲动性购买与重复购买意愿结合起来同步分析的较少.在文献综述的基础上,构建冲动性购买对重复购买影响的研究模型,通过实证分析表明,企业应针对消费者不同的冲动特质采取不同的营销策略,提高消费者的满意度.     

网站特性对网络购买意图影响实证研究

应用互联网从事营销活动，进而获得竞争优势，已成为企业营销策略发展的趋势。因此，了解影响消费者网络购买意图的因素，是发展电子商务的关键。本文以网络消费者的问卷为样本，研究了网站特性即互动性、娱乐性、知识性对消费者网络购买意图的影响。结果表明：网站特性会正向影响消费者的品牌信任与品牌经验，而品牌信任与品牌经验则对消费者网络购买意图有正向影响。     

顾客满意向顾客忠诚转换因素探讨

随着市场竞争的加剧和顾客争夺成本的提高,顾客满意和顾客忠诚已经引起理论界和实践界的广泛关注,然而,目前学术界对顾客满意向顾客忠诚转换因素的研究却较少。现基于相关的文献综述,对影响顾客满意向顾客忠诚转换的因素进行分析和概括,以期对我国企业的发展提供一些参考。     

消费者环保购买意图与环保购买行为的差异

近年来,围绕消费者环保购买决定因素的研究一直是消费者行为研究的一个热门议题。在消费者环保购买的相关研究中,可以利用购买意图来代替购买行为来预测消费者的需求,但是要在充分考虑到消费者的购买能力、情境因素、测量方面的原因、个人因素和假象意图的前提下使用购买意图来代替购买行为,方可取得较好的预测效果。     

重复购买的新产品潜在收益BASS模型分析

本文在Bass模型的基础上,加入了周期性重复购买的因素,对新产品潜在收益进行了研究,进一步完善了模型,增强了Bass模型的应用性。本文最后提出了考虑随机性重复购买的因素的新产品潜在收益分布的思路,为以后的研究提供了方向。     

An Investigation of Trust,Satisfaction, and Commitment on Repurchase Intentions in Professional Services

Abstract

The predictive ability of trust, satisfaction, and commitment regarding a customer's intent to retain professional service providers is explored. Trust, in business relationships, is typically perceived as a consequent of satisfaction and experience. However, professional service customers may be unable to commence relationships without trusting their providers; thus, the stance that trust leads to commitment may not hold. Given the difficulty that professional service customers have regarding their ability to assess their providers' trustworthiness, customers may take trust for granted once the relationship begins. Regression analyses suggest that professional service customers utilize satisfaction and commitment, rather than trust, to determine repurchase intentions.     

关于转换障碍与顾客忠诚关系的研究

转换障碍是顾客从一个供应商转向另一个供应商过程中所发生的障碍.转换障碍在解释和预测顾客忠诚方面具有与顾客满意同样的价值,它在满意--忠诚链中的调解作用对于保留顾客具有重要意义.文章提出,转换障碍具有行业差异性,即使在同一行业,转换障碍的各维度对顾客忠诚的作用也存在明显的不同.企业应注意测量现有和预期顾客的各类转换障碍,以便更好地将其作为吸引顾客以及保持顾客忠诚总体策略中的一部分来加以管理.     

Effect of a Class Action Suit on Consumer Repurchase Intentions

This study examines willingness to repurchase a Toyota among 335 Toyota owners, 246 who had participated in a class action suit against Toyota and 89 who had not participated. It also examines attitudes toward auto dealers and manufacturers and includes a psychographic measure of global consumer loyalty. Respondents were interviewed one to two years after participants had received a cash settlement to compensate for illegal overcharging. Multivariate analysis indicates that compared to nonparticipants, settlement participants, especially those satisfied with the settlement, were more willing to repurchase a Toyota and were less positive in their attitudes toward the Toyota manufacturer. Positive attitudes toward the Toyota manufacturer and dealers were associated with higher repurchase willingness, while positive attitudes toward other dealers and manufacturers were associated with lower repurchase willingness. Consumer loyalty was associated with higher repurchase willingness. These findings and their implications are discussed in terms of several theoretical frameworks.     

The Effect of Compensation on Repurchase Intentions in Service Recovery

To explore when the presence of compensation enhances repurchase intentions after a service failure, the authors use an experimental procedure and evaluate the impact of compensation in different stability and locus of responsibility conditions. Findings from three studies using scenarios from different service industries indicate that compensation is necessary only when the company is responsible for the failure and the failure occurs frequently. If the failure occurs infrequently or the company is not responsible, compensation does not affect repurchase intentions. The results further demonstrate that stability and locus of responsibility attributions influence the perceived equity of the exchange, which mediates the effectiveness of compensation as a recovery effort. The authors discuss the theoretical and managerial implications.     

The Effect of Buyer Participation on Repurchase Intentions in Professional Service Relationships

Abstract

While there is a broad consensus that certain buyer attitudes are associated with the repurchase of professional services, comparatively little attention has been devoted to identifying the behaviors associated with such a repurchase. This study contrasts the predictive power of behaviors with those of attitudes for both established and new professional service relationships among 471 affluent customers. Behaviors, specifically behaviors which heighten participation in the service delivery process, are associated with positive repurchase intentions in new relationships. This study shows that professional service providers should encourage new buyers of their services to become involved in the specification and delivery of the service in order to increase positive repurchase intentions.     

The Impact of Brand Delisting on Store Switching and Brand Switching Intentions

A tool retailers often use to improve their negotiating position with brand manufacturers is to delist - or threaten to delist - the manufacturers’ brand. Because brand manufacturers rely mainly on retailers to sell their products to consumers, a brand delisting will cause a sales loss for the brand manufacturer. Therefore, many brand manufacturers feel enormous pressure to give in and improve buying conditions to favor the retailer. The question thus emerges: Can a brand manufacturer resist a retailer's threat to delist its brand(s)? If a brand delisting severely hurts retail sales, it is easier for a brand manufacturer to resist. The authors study the impact of brand delistings on store switching and brand switching using a controlled online experiment and in-store shopper survey. They develop and test a conceptual model with several antecedents of consumers’ reactions to a brand delisting and conclude that brand equity, market share, and the products’ hedonic level drive store and brand switching.     

“顾客满意—顾客遗憾”矩阵与“顾客重购倾向”管理

影响“顾客重购倾向”的两种基本因素是顾客满意和顾客遗憾,二者对“顾客重购倾向”的作用机理是完全不同的。可用顾客满意和顾客遗憾这两个顾客心理变量构建一个影响“顾客重购倾向”的“顾客满意———顾客遗憾”矩阵,通过该矩阵企业可以把自己的产品在其中进行对号入座,以便发现企业产品存在的问题,并采取针对性的营销策略来有效控制和影响“顾客重购倾向”。     

我国上市公司股份回购效应分析--兼论股权分置改革背景下回购的作用

我国股票市场成立以来曾发生过多次股份回购事件,本文运用事件研究方法和会计研究法进行实证分析,讨论股份回购对上市公司财富效应、绩效的影响,本文还提出了在股权分置改革背景下对股份回购的一些思考,认为回购对股权分置的解决具有较为实质的辅助作用。     

Linkages Between Switching Barriers and Service Recovery Evaluation: An Indian Exploration

ABSTRACT

This study attempts to investigate the relationship between switching barriers and service recovery evaluation of consumers in Indian context. Empirical findings of the present study provided useful insights. The primary statistical techniques used in the study were correlation analysis and exploratory factor analysis. A total of 347 respondents completed the field survey, and the survey was conducted in Dehradun, Uttrakhand. It was found from the results of correlation analysis that compensation and promptness constructs had comparatively high correlation coefficients with overall service recovery evaluation in comparison to employee behavior construct. Another insightful finding of the study provided evidence for a significant relationship between service recovery evaluation and positive switching barriers, but at the same time there was no evidence for a relationship between service recovery evaluation and negative switching barriers.