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本文在已有研究形成的基于顾客参与和关系质量的网络顾客忠诚形成机制模型基础之上,研究网络涉入程度这一消费者个人特征变量的影响。通过对网络消费者进行聚类分析,采用估计并比较变量间路径系数的方法,得出网络涉入程度不同的顾客,其参与行为都显著影响着关系质量和忠诚行为,但各路径回归系数却有显著差异,说明高网络涉入顾客组参与行为对忠诚的预测能力高于低网络涉入组。
Based on the model of customer loyalty formation based on customer participation and relationship quality, this paper studies the impact of network involvement on the characteristics of consumers’ personal characteristics. Through the cluster analysis of online consumers, using the method of estimating and comparing the path coefficients between variables, it is concluded that the customers with different degrees of involvement in the network have a significant impact on the relationship quality and loyalty behaviors, but the regression coefficients There are significant differences, indicating that high network involvement in customer group participation behavior loyalty prediction ability is higher than the low network involvement group.