| 绑定导向概念与测量:一个双向视角的研究 |
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| 引用本文： | 张瑞雪,董大海.绑定导向概念与测量:一个双向视角的研究[J].大连理工大学学报(社会科学版),2011,32(3):13-19. |
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| 作者姓名： | 张瑞雪 董大海 |
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| 作者单位： | 1. 大连民族学院经济管理学院,辽宁大连,116600
2. 大连理工大学工商管理学院,辽宁大连,116024 |
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| 基金项目： | 国家自然科学基金重点项目，大连民族学院人才引进计划资助项目 |
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| 摘 要： | 绑定导向是用来表示关系营销实施的一个概念。文章以B2C网络商店为实证背景,使用定性和定量相结合的方法,从企业和消费者双向视角探查、识别绑定导向的内涵。结果表明,不论是企业视角的检验还是消费者视角的检验,绑定导向量表都具有较好的内部一致性信度、收敛效度、区别效度和律则效度,并且财务绑定导向、社会绑定导向和结构绑定导向维度能很好地收敛于绑定导向这一更高层次的概念。
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| 关 键 词： | 关系营销 关系营销实施 网络营销 顾客关系 绑定导向 |
Bonding Orientation Construct and Measurement:a Bidirectional Perspective |
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| ZHANG Rui-xue,DONG Da-hai.Bonding Orientation Construct and Measurement:a Bidirectional Perspective[J].Journal of Dalian University of Technology(Social Sciences),2011,32(3):13-19. |
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| Authors: | ZHANG Rui-xue DONG Da-hai |
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| Institution: | 1.School of Economics and Management,Dalian Nationalities University,Dalian 116600,China;2.School of Business Administration,Dalian University of Technology,Dalian 116024,China |
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| Abstract: | Bonding orientation refers to the behavioral implementation of relationship marketing.This paper probes to identify the construct bonding orientation in the B2C e-tailing context from a bidirectional perspective(firms and consumers).Drawing on combination of qualitative and quantitative methods,this paper concludes that bonding orientation includes financial bonding orientation,social bonding orientation and structural bonding orientation.The results of all tests support the internal consistency convergence validity,discriminant validity and nomological validity of bonding orientation scale. |
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| Keywords: | relationship marketing implementation of relationship marketing internet marketing customer relationship bonding orientation |
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