电子商务环境下顾客的关系利益实证研究

关系利益是关系营销领域中正在兴起的一个重要概念,它的理论和应用价值已经吸引了越来越多的学者和管理人员的关注。本文的研究对象是网络服务中个体顾客的关系利益状况,这是一个尚未得到应有重视的研究领域。通过对超过500名网络购物者在线调查获得数据的统计分析,我们得到了电子商务环境下顾客的关系利益的四个维度因子:信任、社交、特殊待遇和荣誉利益。其中,荣誉利益是传统服务业中未曾探测到的利益因子。研究发现,网络环境下顾客对关系利益的评价显著影响着顾客的满意度,并且成正相关关系;信任利益和特殊待遇利益是在线顾客最为看重的利益因子;而社交利益与荣誉利益则表现出了在网络环境下的特殊性。

An Empirical Research on Relational Benefits in E-business Environment

Relational benefit is an increasingly important concept in relationship marketing area. Its theories and practical value have attracted greater attention from researchers and managers. This re- search focuses on relational benefits applied to online customers. Findings from an online survey of more than 500 web customers indicate that consumer relational benefits under the Internet environ- ment can be categorized into four dimensions: confidence, social, special treatment and honor benefits. Particularly the honor benefit is a new dimension factor, not available in traditional services. Results demonstrate that under the Internet condition, customer relational benefits have a strong positive influence on customer satisfaction and other marketing outcomes. Confidence and special treatment ben- efits are rated as most important factors by customers in China; while social and honor benefits reveal some special characteristics in an e-business environment.