网络消费者行为影响因素分析及实证研究

保持网络顾客忠诚是电子商务企业提高利润率和实现可持续发展的重要前提,其关键是明晰网络顾客忠诚的影响因素和影响途径.本文以计划行为理论为依据,分析了电子商务环境下消费者行为意向和实际消费行为的各种影响因素,建立了整合电子商务服务质量、顾客满意、情感关系和切换障碍的网络顾客忠诚影响模型.在此基础上提出了相应的假设,并通过实证方法对假设模型进行验证.研究发现,顾客忠诚行为意向是实际消费行为最直接的影响因素,而顾客满意、情感关系以顾客行为意向为中介间接影响顾客实际消费行为;网站使用经历、服务可靠性、安全与隐私、客户服务经历等因素通过顾客满意间接影响顾客忠诚行为意向.

An Empirical Analysis on the Antecedents of Internet Customer Behavior

Maintaining loyal Internet customer is an important determinant for profit improving and continual development of e-business enterprises.Investigating the antecedents for internet customers loyalty and the way they interact is the key(to maintaining) customers.In this paper,we investigate the antecedents of internet customers' repurchasing intention and actual repurchasing behavior,on the basis of Planned Behavior Theory.An Internet customer loyalty model,integrating(e-service) quality,customer satisfaction,emotion relationship,and switching barriers,is established.Then hypotheses are raised and the tested using structural equation modeling.It was found that customers' repurchasing intention is the unique direct determinant for their behavior;and repurchasing intent mediates the influence from satisfaction,emotion relationship on their behavior.Customers' experience with website,service reliability,safety and privacy,and customer service have(indirect) influence on repurchasing intention via satisfaction.