摘要: |
消费者忠诚是维持农产品卖家长期利润和竞争优势的关键因素之一,在农产品线上交易持续增长的竞争市场中,深入探讨消费者线上参与度对忠诚度的影响具有重要的理论和现实意义。本研究基于社会学习理论,采用337份消费者数据探讨了消费者线上参与度对其农产品忠诚度的影响机制。研究结果表明,消费者线上参与度正向影响信任、产品满意度和消费习惯形成,并通过这三者的中介作用影响消费者忠诚度。此外,消费者线下参与度正向调节线上参与度与信任、产品满意度和消费习惯形成之间的关系。 |
关键词: 线上参与度 忠诚度 信任 产品满意度 消费习惯形成 |
DOI: |
分类号: |
基金项目:国家自然科学基金项目(面上项目,重点项目,重大项目) |
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How does consumer online engagement affect consumer loyalty? An empirical analysis from the perspective of social learning theory |
TAN SI, Chen Weiping
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Renmin University of China
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Abstract: |
Consumer loyalty is one of the key factors to maintain the long-term profit and competitive advantage of the sellers of agricultural products. In the competitive market where online trading of agricultural products continues to grow, it has important theoretical and practical significance to deeply discuss the influence of consumer online engagement on consumer loyalty. Based on the social learning theory, this research uses 337 samples to explore the influence mechanism of consumer online engagement on consumer loyalty. The findings indicate that consumer online engagement positively influences the formation of trust, product satisfaction, and consumption habits, and it influences consumer loyalty through the mediating effect of these three factors. In addition, consumer offline engagement positively moderates the relationship between online engagement and trust, product satisfaction and consumption habit formation. |
Key words: Consumer Engagement Loyalty Trust Product Satisfaction Consumption Habit Formation |