基于消费者价值视角的购物网站特性对电子忠诚度的影响
Soft Science(2015)
Abstract
基于消费者价值视角,运用结构方程模型实证研究了购物网站两大特性———交互性和生动性对电子忠诚度的影响机理。结果发现:交互性的三个维度对功利价值存在显著影响,对享乐价值的影响均不显著;生动性对功利价值和享乐价值均有显著影响;功利价值对消费者忠诚的影响比享乐价值的影响更大。
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Key words
interactivity,vividness,consumer value,E-loyalty
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