网站熟悉度在电子服务质量、电子满意度和电子忠诚关系中的调节作用

IF 4.1 Q2 BUSINESS

Journal of Internet Commerce Pub Date : 2019-09-27 DOI:10.1080/15332861.2019.1668658

Bahar Kaya, Elaheh Behravesh, A. Abubakar, Omer Sami Kaya, Carlos Orús

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引用次数: 92

摘要

摘要激烈的竞争促使电子零售商寻找全新的方式来维持和增加其市场份额。根据Bagozzi（1992）的评估→ 情感反应→ 行为框架，本研究强调了这一需求，并为电子零售商开发了一个客户电子忠诚度和网站熟悉度的框架。本研究的目的是调查在土耳其新兴经济体的背景下，网站熟悉度在电子服务质量、电子满意度和电子忠诚度之间的关系中的调节作用。调查数据采用判断抽样技术获得，并通过结构方程建模进行分析。研究结果表明，网站熟悉度对电子满意度和电子忠诚度之间的关系具有显著的正向调节作用，而电子服务质量通过电子满意度直接和间接地正向影响电子忠诚度。讨论了对研究和实践的启示。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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The Moderating Role of Website Familiarity in the Relationships Between e-Service Quality, e-Satisfaction and e-Loyalty

Abstract Intense competition drives e-tailers to search for radically new ways to maintain and increase their market share. Drawing on Bagozzi’s (1992) appraisal → affective response → behavior framework, this study highlights the need, and develops a framework for customer e-loyalty and website familiarity for e-tailer. The purpose of this study is to investigate the moderating role of website familiarity in the relationships between e-service quality, e-satisfaction and e-loyalty in the context of an emerging economy, Turkey. The survey data were obtained using a judgmental sampling technique and analyzed through structural equation modeling. The findings show that website familiarity has a significant positive moderating effect on the relationship between e-satisfaction and e-loyalty, while e-service quality positively affects e-loyalty directly and indirectly through e-satisfaction. Implications for research and practice are discussed.

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来源期刊

Journal of Internet Commerce BUSINESS-

CiteScore

10.50

自引率

7.00%

发文量

期刊介绍： The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.