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U形还是线性?——网络情境下服务补救对口碑传播的影响研究
  • ISSN号：0253-2778
  • 期刊名称：《中国科学技术大学学报》
  • 时间：0
  • 分类：F274[经济管理—企业管理;经济管理—国民经济]
  • 作者机构：中国科学技术大学管理学院
  • 相关基金：国家自然科学基金资助项目(71571175,71110107024);国家自然科学基金资助创新研究群体基金项目(71121061)的资助
作者： 王亚东, 冯喜飞, 秦进
关键词： 网络零售, 服务补救质量, 顾客满意, 口碑传播, U形
中文摘要：

相对于传统口碑,网络口碑具有可获性强、传播速率快、规模广和影响大等特点,这使得网络口碑对营销的影响更加重要。网络环境下的服务补救作为网络口碑的关键影响因素,其对消费者和商家的影响更加突出。本文在前人研究的基础上,构建了网络服务补救质量(包括结果质量、程序质量、交互质量)、顾客补救满意、网络口碑之间的关系模型,并依此提出了相关研究假设,然后根据问卷调查数据,运用结构方程模型对模型和假设进行检验。研究结果表明:在网购情景下,消费者感知的补救质量和补救满意度对顾客的正面网络口碑传播都有显著影响;补救满意在服务补救质量与网络口碑中起到中介作用;消费者补救满意与内部网络口碑活动呈现正U形关系,与外部网络口碑活动之间不存在明显规律的结论。

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期刊信息
  • 《中国科学技术大学学报》
  • 北大核心期刊（2011版）
  • 主管单位:中国科学院
  • 主办单位:中国科学技术大学
  • 主编：何多慧
  • 地址：安徽省合肥市金寨路96号
  • 邮编：230026
  • 邮箱：JUST@USTC.EDU.CN
  • 电话：0551-63601961 63607694
  • 国际标准刊号：ISSN：0253-2778
  • 国内统一刊号：ISSN：34-1054/N
  • 邮发代号:26-31
  • 获奖情况:
  • 1999年，全国优秀高等学校自然科学学报及教育部优...,2001年，安徽省1999-2001年度优秀科技期刊一等奖,2002年，第三届华东地区优秀期刊奖
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  • 俄罗斯文摘杂志,美国化学文摘（网络版）,美国数学评论（网络版）,德国数学文摘,荷兰文摘与引文数据库,美国剑桥科学文摘,英国科学文摘数据库,日本日本科学技术振兴机构数据库,中国中国科技核心期刊,中国北大核心期刊（2004版）,中国北大核心期刊（2008版）,中国北大核心期刊（2011版）,中国北大核心期刊（2014版）,中国北大核心期刊（2000版）
  • 被引量:8237