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绑定导向是用来表示关系营销实施的一个概念。文章以B2C网络商店为实证背景,使用定性和定量相结合的方法,从企业和消费者双向视角探查、识别绑定导向的内涵。结果表明,不论是企业视角的检验还是消费者视角的检验,绑定导向量表都具有较好的内部一致性信度、收敛效度、区别效度和律则效度,并且财务绑定导向、社会绑定导向和结构绑定导向维度能很好地收敛于绑定导向这一更高层次的概念。
Binding orientation is used to represent a concept of relationship marketing. Taking B2C online store as an example, this paper uses the combination of qualitative and quantitative methods to probe and identify the meaning of binding guidance from the two-way perspective of enterprises and consumers. The results show that Binding Guidance Scale has a good internal consistency reliability, convergence validity, discriminant validity and law validity, both in terms of the test of the enterprise perspective and the consumer perspective, and the financial binding-oriented , The social binding-oriented and the structural-binding-oriented dimensions converge well to the higher bound concept of binding orientation.