论文部分内容阅读
本文利用结构方程模型分析了网上顾客虚拟社区参与对在线黏度和再购意愿的影响关系。研究发现,网上顾客虚拟社区参与对在线黏度和在线满意存在显著的正向影响,但对在线信任的影响却并不显著;在线满意、在线黏度和在线信任对网上顾客的再购意愿都存在显著的正向影响。本文的研究对于电子商务网站提高网上顾客的在线黏度,增强再购意愿具有重要的理论和实践意义。
In this paper, the structural equation model is used to analyze the influence of online customer virtual community participation on online viscosity and repurchase intention. The study found that online customer virtual community participation has a significant positive impact on online viscosity and online satisfaction, but the impact on online trust is not significant; online satisfaction, online viscosity, and online trust have significant implications for online customers’ repurchase intention. Positive effect. The research of this paper has important theoretical and practical significance for e-commerce websites to increase the online viscosity of online customers and enhance the repurchase intention.