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科技与出版  2019, Vol. 38 Issue (4): 151-156    
研究与教育
图书在线消费者感知质量对忠诚度影响的实证研究*
匡霞1),杨扬2)
1)上海理工大学出版印刷与艺术设计学院,200093,上海
2)上海出版印刷高等专科学校,200093,上海
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摘要: 

以217份问卷调查数据为研究对象,运用SPSS19.0和AMOS20实证研究图书在线(网络书店)消费者感知质量对忠诚度的影响以及消费者满意度在两者关系中的中介作用。结果表明:图书在线消费者感知质量对于忠诚度不具有显著正向影响;消费者感知质量对在线购书满意度具有显著正向影响;消费者满意度在感知质量与忠诚度的关系中起完全中介作用;消费者感知质量透过消费者满意度对忠诚度起到显著正向影响。为了充分发挥消费者满意度的中介作用,需要提高图书在线消费者忠诚度。文章提出了相关建议,并总结了研究局限。

关键词 图书在线顾客忠诚度结构方程模型中介作用    
出版日期: 2019-07-23
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匡霞
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引用本文:

匡霞,杨扬. 图书在线消费者感知质量对忠诚度影响的实证研究*[J]. 科技与出版, 2019, 38(4): 151-156.

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http://kjycb.tsinghuajournals.com/CN/Y2019/V38/I4/151

表1  潜变量测量题项与问卷信度检验
表2  旋转因子成分载荷矩阵表
表3  模型拟合度检验表
图2  结构模型结果
注:e1-e14为潜在误差变量
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