论文部分内容阅读
电子商务时代,网络顾客忠诚及其有效管理已成为学术界和企业界共同关注的问题之一。顾客资产理论的兴起,为电子商务企业更有效地管理网络顾客忠诚提供了新的思路。基于顾客资产驱动因素视角,构建一个影响网络顾客忠诚的理论模型。据此提出理论假设,并运用结构方程模型对假设进行了验证。研究结果显示,顾客资产的四个驱动要素都在不同程度上对网络顾客忠诚产生了影响。其中,价值资产、品牌资和感知资产对网络顾客行为忠诚产生显著的正影响,品牌资产和维系资产对态度忠诚产生显著的正影响。研究结果对B2C电子商务企业网络顾客忠诚管理具有一定的借鉴意义。
E-commerce era, online customer loyalty and effective management have become one of the common concerns of academia and business. The rise of customer asset theory provides a new way for e-commerce enterprises to manage online customer loyalty more effectively. Based on the perspective of customer asset drivers, a theoretical model that affects online customer loyalty is constructed. Based on this, the theoretical assumptions are put forward and the assumptions are verified by the structural equation model. The results show that the four driving factors of customer assets all affect network customer loyalty in varying degrees. Among them, value assets, brand equity and perceived assets have a significant positive impact on online customer loyalty. Brand equity and asset retention have a significant positive impact on attitude loyalty. The research results have some reference to B2C e-commerce enterprise customer loyalty management.