摘要
目前蓬勃发展的网络购物环境受多种因素影响。其中,消费者参与及价格调节机制的影响突出。本文主要对网络购物过程中消费者参与行为对店铺满意度的影响进行深入探究,运用定量抽样研究方法,通过偏最小二乘法结构方程建模进行数据处理,主要得出以下结论:消费者参与行为中的知识共享及信息交流,对感知尊重心理及预期质量分别有正向影响;感知尊重心理及预期质量又分别对店铺满意度有正向影响,且价格变动在感知尊重心理对店铺满意度中起调节作用。本文就商家在与消费者互动交流过程中提升消费者对网络购物的满意度等方面提出建议。
The current booming online shopping environment is affected by many factors.Among them,the influence of consumer participation and price moderating mechanism is prominent.This article mainly conducts an in-depth study on the influence of consumer participation behavior on store satisfaction during online shopping,uses quantitative sampling research methods,and uses partial least squares structural equation modeling for data processing.The main conclusions are as follows:Consumers participate in the knowledge sharing and information exchange in behaviors,which have a positive impact on the perception of respect psychology and expected quality,respectively.Perceived respect psychology and expected quality have positive effects on store satisfaction,and price changes are in the influence of perceived respect psychology on store satisfaction.Play a moderating role.This article puts forward suggestions on how businesses can improve consumers’satisfaction with online shopping during the process of interacting with consumers.
出处
《价格理论与实践》
北大核心
2021年第3期114-117,共4页
Price:Theory & Practice
关键词
网络购物
知识共享
店铺满意度
结构方程模型
online shopping
knowledge sharing
shop satisfaction
structural equation model
