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本研究基于期望差异理论,将C2C交易网站和网上卖家的电子服务质量、期望差异、感知净收益、顾客满意、信任以及顾客忠诚纳人统一的框架之中,提出了一个整合性的研究模型,揭示C2C交易网站和网上卖家的电子服务质量、顾客满意、信任以及顾客忠诚之间相互作用的机理。通过以中国具有C2C网上购物经验的用户为调查对象,建立结构方程模型,采用验证性因子分析法实证检验研究假设。研究结果发现:①C2C网站和卖家的服务质量都对期望差异产生显著的正向影响,验证了期望差异在电子服务质量和顾客满意之间的中介效应;②从市场营销和信息系统两大领域探讨顾客满意的来源,确认了期望差异和感知净收益对顾客满意的正向影响;③顾客满意对顾客忠诚和信任产生显著的正向影响,然而信任对顾客忠诚的影响不太显著,进一步的研究发现,性别和每月网购金额对于顾客满意、信任和顾客忠诚之间的关系具有显著的调节效应。根据研究结论,对中国C2C交易网站和网上卖家如何通过提高电子服务质量进而提升顾客忠诚度,提出了一些具体的对策和建议。
Based on the expectation difference theory, this research proposes an integrated research model based on the unified framework of electronic service quality, expectation difference, perceived net income, customer satisfaction, trust and customer loyalty between C2C trading websites and online sellers. Revealing the mechanism of the interaction between C2C trading websites and online sellers’ electronic service quality, customer satisfaction, trust and customer loyalty. Constructs the structural equation model by taking the users with C2C online shopping experience in China as the investigation object, and uses the confirmatory factor analysis method to test the hypothesis empirically. The results show that: ①C2C websites and sellers have a significant positive impact on the expected differences in service quality, which verifies the mediating effect of expectation differences between electronic service quality and customer satisfaction; ②Two aspects of marketing and information systems The source of customer satisfaction confirmed the positive impact of expectation difference and perceived net income on customer satisfaction; ③ Customer satisfaction had a significant positive impact on customer loyalty and trust, however, the influence of trust on customer loyalty was not significant. Further research Discovering, gender, and monthly online shopping purchases have significant regulatory effects on customer satisfaction, trust, and customer loyalty. According to the conclusions of the study, some specific countermeasures and suggestions are put forward on how China C2C trading websites and online sellers can improve customer loyalty by improving the quality of electronic services.