电子商务环境下感知价值、满意度和忠诚度的关系研究.pdfVIP

电子商务环境下感知价值、满意度与忠诚度的关系研究 刘丽 张宁 （青岛大学管理科学与工程学院 山东青岛 266071） 摘要：电子商务环境下，企业获得竞争优势的重要战略是为消费者提供价值，从而提高顾客满意度与 顾客忠诚度。本文旨在分析电商环境下顾客感知价值、满意度与忠诚度之间的关系，并运用结构方程模型 对所提出的理论模型进行实证检验。研究发现，感知价值中的功能性价值与情感性价值正向影响顾客忠诚 度，顾客满意度亦对顾客忠诚度有正向影响；同时，功能性价值、情感性价值与社会性价值对满意度均有 正向影响。本研究丰富了电商环境下客户感知价值的研究内容，同时，为电商企业的客户关系管理提供了 有益参考。 关键词：顾客感知价值；顾客满意度；顾客忠诚度；结构方程模型 Research on the relationship between perceived value, satisfaction and loyalty on the electronic commerce market Liu Li, Zhang Ning (College of Management Science Engineering, Qingdao University, Shandong Qingdao 266071, China) Abstract: Under the electronic commerce environment, the important strategy of the enterprise is to provide value to customers and increase customer satisfaction and customer loyalty in order to obtain the competitive advantage. In this paper, we aimed to analyze the relationship among customer perceived value, satisfaction and loyalty and use structural equation model to examine it empirically. The study found the functional value and emotional value have positive influence on customer loyalty. Customer satisfaction also has positive influence on customer loyalty. At the same time, the functional value, emotional value and social value have positive influence on customer satisfaction. This study enriches the research content of the customer perceived value on the electronic commerce environment. And at the same time, this study provides a useful reference for the customer relationship management of the business enterprises. Keywords: customer perceived value; customer satisfaction; customer loyalty; structural equation model 基金项目：本文受到国家自然基金项目和山东省软科学项目（2014RKB01324）的资助。 作者简介：刘丽（1991-），女 硕士研究生 青岛大