【摘要】 通过对276名网上体育消费者的调查,探讨了消费者的体育网店感知对信任感和忠诚度的影响。中介效应和调节效应的检验结果表明:对于重复购买的体育消费者,信任感对其忠诚度起部分中介作用。体育网店美感、实用性和服务质量对体育消费者忠诚度的影响因体育消费者类型和体育商品类型的不同而显现差异。更多还原

【Abstract】 This paper explores the influence by consumer’s perception on trust and loyalty to sports web shop through a survey of 276 web sports consumers.The results of test on medium effect and mediation effect show that for repeat sports purchaser,loyalty is partly mediated by trust.There exist differences in the influence of beauty,practicability and service quality on sports consumer loyalty according to different types of sports consumers and merchandise.更多还原