电子商务环境下顾客公民行为影响因素的研究——基于顾客感知的视角

在前人研究的基础上，立足于电子商务环境，构建了顾客感知（包括产品感知、服务感知、物流感知和店铺感知）、顾客满意与顾客公民行为三者之间的关系模型，并基于网购顾客的问卷调查数据，对提出的相关假设进行检验。研究发现：顾客感知对顾客满意有显著正向影响；顾客感知、顾客满意对顾客公民行为均有显著的正向影响，且顾客满意在顾客感知对顾客公民行为影响的关系中起到中介作用。同时，统计结果显示，在所有的顾客个人特征中，只有年龄特征对顾客公民行为发生调节作用。

Research on Influencing Factors of Customer Citizenship Behavior in E-commerce Environment： From the Perspective of Customer Sensation

Based on the existing theoretical results, a conceptual model exploring the relationship between customer sensation, customer satisfaction and customer citizenship behavior in the electronic commerce environment was established. And a series of research hypotheses was proposed, which was tested by the data from a questionnaire survey on online shopping consumers. The results showed that customer sensation had a positive impact on customer satisfaction; both of customer sensation and customer satisfaction had a positive impact on customer citizenship behavior; and customer satisfaction mediated the relationship between customer sensation and customer citizenship behavior. Furthermore the statistics indicated that of all customer characteristics, on- ly age-regulation occurred for customer citizenship behavior.