东北大学学报(社会科学版) ›› 2016, Vol. 18 ›› Issue (1): 36-41.DOI: 10.15936/j.cnki.1008-3758.2016.01.007

• 经济与管理研究 • 上一篇    下一篇

虚拟社区自发团购用户忠诚度影响因素分析基于顾客体验视角

宁连举,王伟   

  1. (北京邮电大学经济管理学院,北京100876)
  • 收稿日期:2015-06-25 修回日期:2015-06-25 出版日期:2016-01-25 发布日期:2016-01-26
  • 通讯作者: 宁连举
  • 作者简介:宁连举(1971-),男,黑龙江齐齐哈尔人,北京邮电大学副教授,管理学博士,主要从事网络营销、消费者行为与创新管理研究。
  • 基金资助:
    国家自然科学基金资助项目(71271032)。

Factors Affecting the Loyalty of Spontaneous Group-buying Users in Virtual CommunitiesFrom the Perspective of Customer Experience

NING Lian-ju, WANG Wei   

  1. (School of Economics & Management, Beijing University of Posts and Telecommunications, Beijing 100876, China)
  • Received:2015-06-25 Revised:2015-06-25 Online:2016-01-25 Published:2016-01-26
  • Contact: -
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摘要: 从态度忠诚和行为忠诚两个维度出发, 分析了虚拟社区自发团购忠诚度。 基于顾客体验理论, 从功利体验、爽体验和社会体验三个维度对虚拟社区自发团购忠诚度的影响展开研究。 通过线上、线下双渠道获取用户数据, 对虚拟社区自发团购用户忠诚影响因素模型进行了检验, 实证研究表明: 功利体验、爽体验和社会体验对虚拟社区自发团购用户忠诚度均有显著的正向影响。

关键词: 虚拟社区, 自发团购, 忠诚度, 顾客体验

Abstract: The loyalty of spontaneous group-buying users in virtual communities was analyzed from the perspectives of attitude and behavior. Based on the theory of user experience, the factors affecting the loyalty of spontaneous group-buying users in virtual communities were explored from three dimensions, namely, utilitarian experience, cool experience and social experience. Via the data from both online and offline channels, the model concerned was tested. The empirical research showed that utilitarian experience, cool experience and social experience have significant positive effect on the user loyalty of spontaneous group-buying in virtual communities.

Key words: virtual community, spontaneous group-buying, loyalty, customer experience

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