| B2C网上商城客户忠诚度影响因素的实证研究 |
| |
| 引用本文： | 曾玲,欧阳文萍.B2C网上商城客户忠诚度影响因素的实证研究[J].湖南广播电视大学学报,2012(4):68-73. |
| |
| 作者姓名： | 曾玲 欧阳文萍 |
| |
| 作者单位： | 湖南网络工程职业学院商贸旅游系,湖南长沙,410004 |
| |
| 摘 要： | 本文分析了B2C电子商务在中国的背景及现状,建立了理论模型并提出了实证假设,随之设计问卷调查表对有B2C网购经验的客户进行调查,并通过统计分析软件——SPSS 17.0对数据进行处理、分析,找出影响B2C网络客户忠诚度的主要因素,最后根据分析的结果为B2C的网上零售商提供了一些建议。
|
| 关 键 词： | B2C 网上商城 客户满意 客户信任 客户忠诚 |
An Empirical Study on the Factors Affecting Customer Loyalty of B2C on Online Shopping Mall |
| |
| Institution: | ZENG Lin,OU YANG Wen-ping |
| |
| Abstract: | This article is divided into five parts： Firstly,it analyzes the background and current situation of the B2C e-commerce in China,clarifying the significance and purpose of this study.Secondly,reviews the achievements about the relevant concepts.Thirdly,puts forward a theoretical model and empirical hypothesis.Fourthly,designs a questionnaire and collects data from the B2C online shopping experienced consumers,analyzes the data by statistical analysis software——SPSS 17.0,distinguishes the main factors affecting B2C E-customer loyalty.Finally,offers some suggestions for the B2C Online retailers according to the result of the analysis. |
| |
| Keywords: | B2C online shopping mall customer satisfaction customer trust customer loyalty |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
|
