【摘要】 关系价值是关系营销领域近年来出现的新概念,已有学者在B2B环境下对它的概念和构成进行了一定的研究,但在B2C环境下特别是互联网环境下,还没有学者对它进行明确的定义与测量。在文献回顾的基础上,界定了消费者与网络商店的关系价值的概念,并结合定性访谈的结果确定了这一概念的构成维度,基于中国网络消费者样本开发了具有较好信度和效度的多维度测量量表。研究结果表明,消费者与网络商店的关系价值应该包含社会利益、经济利益、定制化利益3个关系利益维度以及时间精力成本和隐私成本两个关系成本维度,5个维度的关系价值测量量表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5个构成维度能够很好的收敛于关系价值这一更高层次的概念。更多还原

【Abstract】 Relationship value is a new concept which appears in recent years.Some scholars have studied its definitions and dimensions in B2B environments.But it has not been defined and measured well in B2C environments,especially in Internet environments.This research defines the concept of perceived value of the relationship between consumers and e-tailers based on the literature review,and identifies the dimensions of the concept according to the results of in-depth interview.Using the data of Chinese Internet consumers,a multi-dimension scale of the relationship value is developed,which has good reliabilities and validities.Findings of the study indicate that the dimensions include three kinds of relationship benefits: confidence,economic and customization,and two kinds of relationship costs: energy and privacy.The scale of the relationship value has good reliability,convergent validity,discriminant validity and nomological validity.The five dimensions converge well to the higher-order concept,relationship value.更多还原