| 基于转换成本的电子忠诚的实证研究 |
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| 引用本文： | 孙玲芳,王惠琴.基于转换成本的电子忠诚的实证研究[J].华东船舶工业学院学报(社会科学版),2011(4):78-82. |
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| 作者姓名： | 孙玲芳 王惠琴 |
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| 作者单位： | 江苏科技大学经济管理学院,江苏镇江212003 |
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| 摘 要： | 将感知风险作为调节变量,构建了电子商务环境下转换成本对电子忠诚影响作用的概念模型并提出假设。以具有网上购物经验的学生为数据收集对象,运用线性回归分析法及SPSS软件对数据进行处理。数据结果表明：转换成本对电子忠诚具有正向影响作用,感知风险对转换成本与电子忠诚之间的作用关系具有调节作用。电子商务企业应充分降低顾客对网站的感知风险,以达到提高电子忠诚的目的。
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| 关 键 词： | 转换成本 电子忠诚 感知风险 回归分析 |
Empirical Study of E-loyalty Based on Switching Costs Under E-commerce Environment |
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| SUN Lingfang,WANG Huiqin.Empirical Study of E-loyalty Based on Switching Costs Under E-commerce Environment[J].Journal of East China Shipbuilding Institute(Social Science Edition),2011(4):78-82. |
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| Authors: | SUN Lingfang WANG Huiqin |
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| Institution: | (School of Economics and Management,Jiangsu University of Science and Technology,Zhenjiang Jiangsu 212003,China) |
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| Abstract: | Previous theoretical results show that switching costs positively affect e-loyalty.However,the relationship of switching costs and customer loyalty is not invariable due to the influence of perceived risk.Taking the experienced online shopping students as data connection object,switching costs are also positively associated with customer loyalty for customers with low perceived risks,while switching costs are weakly associated with customer loyalty for customers with high perceived risks even to negatively under the empirical analysis of e-commerce enterprise.E-commerce enterprise should fully reduce customer perceived risk of website in order to improve e-loyalty. |
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| Keywords: | switching costs e-loyalty perceived risks regression analysis |
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