多渠道线上+移动零售环境下渠道整合对服务质量、满意度和再购买意愿的影响

IF 0.7 4区管理学 Q3 COMMUNICATION

International Journal of Mobile Communications Pub Date : 2016-01-01 DOI:10.1504/IJMC.2017.080574

S. Yang, Yao-bin Lu, Patrick Y. K. Chau, Sumeet Gupta

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引用次数: 22

摘要

对于多渠道零售商来说，留住消费者至关重要。本研究通过关注渠道整合对消费者自我监管过程的影响，确定了在线和移动零售环境下影响消费者再购买意愿的因素。通过对国内某知名电子零售商317名消费者的数据进行实证检验。结果表明，渠道整合对在线和移动环境下的服务质量感知都有很强的积极影响，进而影响交易特定满意度和累积满意度。此外，交易特定满意度对累积满意度有正向影响，两者又反过来正向影响再购买意愿。讨论了这些发现的理论和实践意义。

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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Role of channel integration on the service quality, satisfaction, and repurchase intention in a multi-channel online-cum-mobile retail environment

Retaining consumers is critical for multi-channel retailers. This study identifies the factors that influence consumer repurchase intention in an online-cum-mobile retail context by focusing on the impacts of channel integration on consumer self-regulatory processes. The research model was empirically tested on the data collected from 317 consumers of a famous e-retailer in China. The results indicate that channel integration has strong and positive effects on service quality perceptions in both online and mobile environments, which further influence transaction-specific satisfaction and cumulative satisfaction. In addition, transaction-specific satisfaction has a positive influence on cumulative satisfaction, and both of them in turn positively affect repurchase intention. Theoretical and practical implications of these findings are discussed.

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来源期刊

International Journal of Mobile Communications COMMUNICATION-

自引率

12.50%

发文量

期刊介绍： The world of mobile communications is not a trend, but a phenomenon. IJMC, a fully refereed journal, publishes articles that present current practice and theory of mobile communications, mobile technology, and mobile commerce applications. Topics covered include Integrated mobile marketing communications Wireless advertising/CRM Telematics, pervasive computing Incoming/outgoing wireless links Location management Diffusion, security, efficacy, interaction/integration Metric mobile business enterprises PDAs in services delivery M-/u-business models, m-/u-commerce Digital office, groupware, roomware Mobile ad hoc networking, wireless information assurance Nomadic/portable communications Cross-cultural mobile communications Teaching mobile communication applications Mobile/handheld devices in the classroom, tele-learning.