| 非交易类虚拟社区用户忠诚度影响因素实证研究 |
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| 引用本文： | 王凤艳,艾时钟,厉敏.非交易类虚拟社区用户忠诚度影响因素实证研究[J].管理学报,2011(9):1339-1344. |
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| 作者姓名： | 王凤艳 艾时钟 厉敏 |
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| 作者单位： | 西安电子科技大学经济管理学院 |
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| 基金项目： | 国家自然科学基金资助项目(70871096);教育部优秀人才支持计划资助项目(NCET-08-0812),教育部人文社会科学研究规划基金资助项目(09YJA630126) |
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| 摘 要： | 在已有文献基础上,建立了非交易类虚拟社区用户忠诚度影响因素理论模型,并提出了相关假设。设计了关于非交易类虚拟社区用户忠诚度影响因素的调查问卷并进行了实证调查。研究发现:感知质量与感知价值、满意度、信任显著正相关;感知价值与满意度显著正相关;满意度与忠诚度显著正相关。信任与忠诚度没有显著的相关性。
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| 关 键 词： | 虚拟社区 非交易类 忠诚度 影响因素 |
Empirical Study on the Factors Impacting User’s Loyalty Degree in Non-trading Virtual Community |
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| G Fengyan,I Shizhong,I Min.Empirical Study on the Factors Impacting User’s Loyalty Degree in Non-trading Virtual Community[J].Chinese JOurnal of Management,2011(9):1339-1344. |
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| Authors: | G Fengyan I Shizhong I Min |
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| Institution: | (Xidian University,Xi’an,China) |
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| Abstract: | On the basis of extant literature,we build a conceptual model of the factors impacting user’s loyalty degree in Non-trading Virtual Community,and propose some hypotheses.We design a questionnaire about the factors impacting user’s loyalty degree in Non-trading Virtual Community and conduct a survey.We found out that perceived quality is correlated with perceived value,satisfaction degree and trust;perceived value is correlated with satisfaction degree;satisfaction degree is correlated with loyalty degree.Trust is not significantly correlated with loyalty degree. |
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| Keywords: | virtual community non-trading loyalty degree impacting factors |
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