电子商务中影响顾客忠诚的关键因素:感知价值和感知风险的作用

IF 1 4区心理学 Q4 PSYCHOLOGY, SOCIAL

Social Behavior and Personality Pub Date : 2023-09-06 DOI:10.2224/sbp.12656

Byoungsoo Kim, Yanxi Chen, Daekil Kim

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引用次数: 0

摘要

利用社交网络平台的直播商务服务在中国越来越受欢迎。我们考察了价值和感知风险对顾客满意和信任的影响，以及这种满意和信任对顾客忠诚的影响。感知价值分为经济、社会和情感类型，每种类型对客户忠诚度的影响分别进行了研究。本研究亦探讨了感知风险对电商客户忠诚度的影响。研究模型采用结构方程模型对214名在中国淘宝平台上观看实时直播的顾客进行分析。结果表明，顾客满意和信任对顾客忠诚均有显著影响。经济价值和情感价值分别在提高顾客满意和信任方面发挥重要作用。然而，感知风险对客户满意度和信任都没有显著影响。讨论了本研究的意义。

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Key factors influencing customer loyalty in live commerce: The role of perceived value and perceived risk

Live streaming commerce services that utilize social network platforms are gaining popularity in China. We examined the effect of value and perceived risk on customer satisfaction and trust, and the influence of this satisfaction and trust on customer loyalty. Perceived value was divided into economic, social, and emotional types, and the impact of each type on customer loyalty was examined separately. This study also investigated the impact of perceived risk on customer loyalty in live commerce. The research model was analyzed using structural equation modeling with 214 customers who watched real-time broadcasts on the Chinese Taobao platform. The results indicated that both customer satisfaction and trust had a significant impact on customer loyalty. Economic and emotional values played an important role in enhancing customer satisfaction and trust, respectively. However, perceived risk did not have a significant impact on either customer satisfaction or trust. Implications of our findings are discussed.

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来源期刊

Social Behavior and Personality PSYCHOLOGY, SOCIAL-

CiteScore

2.20

自引率

7.70%

发文量

117

期刊介绍： Social Behavior and Personality: an international journal publishes papers on all aspects of social, personality, and developmental psychology. The journal has successfully published the work of over 5,500 researchers and professionals, continuously for over 40 years. Now in its prime, the journal looks forward with enthusiasm to continued professional maturity and service to its readership and discipline.