摘要
网站服务质量已成为网商成功与否的关键因素。以往文献对有关网站服务质量对消费者心理反应机制的研究还存在不足。为此,对网站服务质量五维度进行形成性测量模型设定,继而剖析它们对后悔、满意与忠诚的差异化影响。采用整群抽样法,收集247份有效样本,对包含形成性与反应性测量模型的结构方程模型进行统计检验。结果表明：可靠性与保证性会负向影响后悔,其中,保证性的影响效应最强;有形性、可靠性与移情性会正向影响满意,其中,移情性的影响效应最强,可靠性的次之;响应性会直接正向影响忠诚;后悔是通过满意间接影响忠诚。该研究不仅厘清了消费者对网站服务质量五维度的差异化反应机制,而且对网商进行网站服务质量管理有重要的启示。
Website service quality has become a key factor for online retailing success. Consumer psychological reaction mechanism of website service quality has been underexplored in previous research. This paper takes a formative measurement approach to explore the impact of five dimensions of website service quality on customer regret, satisfaction and loyalty. It examines 247 valid samples collected with the cluster sampling method. Fur- thermore, statistical tests are carried out on structural equation models that involve formative and reflective measurement approaches. The results show that reliability and assurance have negative impact on customer re- gret, with the latter exerting a stronger impact. Tangibility, reliability and empathy have a positive impact on customer satisfaction, among which empathy has the strongest impact, followed by reliability. Responsiveness has a direct and positive impact on customer loyalty, but regret reduces customer satisfaction, which indirectly and negatively impacts customer loyalty. This research teases apart the mechanism of customer reaction to five dimensions of website service quality, which has important implications for website service quality management.
作者
张初兵
李东进
吴波
穆琳
ZHANG Ohubing LI Dongjin WU Bo MU Lin(Business School, Tianjin University of Finance and Economics, Tianjin 300222, China Business School, Nankai University, Tianjin 300071, China)
出处
《大连理工大学学报（社会科学版）》
CSSCI
2017年第1期68-74,共7页
Journal of Dalian University of Technology(Social Sciences)
基金
国家社会科学基金项目:“网购消费者后悔情绪的成因、影响及其管理策略研究”(12CGL048)
国家自然科学基金项目:“基于社会-认知视角下道德认同理论的绿色消费研究”(71502120)
国家自然科学基金青年项目:“网络环境下基于分享的消费者延伸自我的建构研究”(71502124)
关键词
形成性测量模型
网站服务质量
后悔
满意
忠诚
formative measurement model
website service quality
regret
satisfaction
loyalty
