网上商店形象维度与网上零售顾客忠诚度:调查中介与调节者

IF 16.4 1区化学 Q1 CHEMISTRY, MULTIDISCIPLINARY

Accounts of Chemical Research Pub Date : 2021-01-14 DOI:10.1108/AJB-08-2020-0133

Pavleen Soni

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引用次数: 7

摘要

在印度网络零售蓬勃发展的时代，网络商店设计的作用是至关重要的。网上商店的设计元素，如网站功能、品牌分类和产品质量，有望产生客户忠诚度。设计/方法/方法使用从印度北部两所大学的553名学生收集的数据，本研究调查了网络商店维度(通过网站功能，品牌分类和产品质量)通过享受状态(流)和客户满意度对在线商店忠诚度的间接影响。通过Hayes 3.0版开发的PROCESS宏对序列中介进行分析。除此之外，性别和购买频率的调节作用也被调查。结果本研究支持网站功能、流量、顾客满意与忠诚度之间的序列中介效应。然而，品牌分类与忠诚度之间的路径仅受顾客满意度的中介作用更强。与女性相比，男性在处理网站上的品牌分类时体验到的心流更少。品牌分类、性别和购买频率之间的三方交互作用也具有统计学意义。原创性/价值该研究考察了在线零售商在试图通过网络商店功能和/或产品/品牌分类建立零售形象时可以选择建立客户忠诚度的方式。该研究为零售商提供了如何以及何时关注享乐主义与客户满意度或两者结合以提高客户忠诚度的见解。这项研究很重要，因为它调查了印度情况下的关系，见证了在线零售的高增长率，这可以极大地影响这些关系。

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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Web-store image dimensions and online retail customer loyalty: investigating mediators and moderators

PurposeIn an era of burgeoning activity in online retail in India, the role of web-store design is paramount. Web-store design elements such as website functionality, brand assortment and product quality are expected to generate customer loyalty.Design/methodology/approachUsing data collected from 553 students from two universities in north India, the present study investigates the indirect effect of web-store dimensions (through website functionality, brand assortment and product quality) on online store loyalty via an enjoyment state (flow) and customer satisfaction. Serial mediation has been analysed through PROCESS macro developed by Hayes version 3.0. In addition to this, the moderating role of gender and purchase frequency has also been investigated.FindingsThe present study renders support to serial mediation between website functionality, flow, customer satisfaction and loyalty. However, the path between brand assortment and loyalty is more strongly mediated by customer satisfaction only. Males experience less flow as compared to females while handling brand assortment on websites. The three-way interaction between brand assortment, gender and purchase frequency is also statistically significant.Originality/valueThe study examines the manner in which online retailers can choose to build customer loyalty when they try to build retail image using web store functionality and /or product/brand assortments. The study offers insights to retailers about how and when to focus on hedonism versus customer satisfaction or both of them in conjunction to enhance customer loyalty. This study is important as it investigates the relationships in Indian scenario witnessing a high rate of growth in online retail which can tremendously affect these relationships.

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来源期刊

Accounts of Chemical Research 化学-化学综合

CiteScore

31.40

自引率

1.10%

发文量

312

审稿时长

2 months

期刊介绍： Accounts of Chemical Research presents short, concise and critical articles offering easy-to-read overviews of basic research and applications in all areas of chemistry and biochemistry. These short reviews focus on research from the author’s own laboratory and are designed to teach the reader about a research project. In addition, Accounts of Chemical Research publishes commentaries that give an informed opinion on a current research problem. Special Issues online are devoted to a single topic of unusual activity and significance. Accounts of Chemical Research replaces the traditional article abstract with an article "Conspectus." These entries synopsize the research affording the reader a closer look at the content and significance of an article. Through this provision of a more detailed description of the article contents, the Conspectus enhances the article's discoverability by search engines and the exposure for the research.