【摘要】 网络服务场景是在线顾客和企业交互的第一线,也是网络商店吸引顾客和保留顾客的重要营销手段。从顾客信任的视角,构建非递归模型揭示网络服务场景对顾客契合的作用机制。在此基础上,采用实验法收集数据,利用结构方程模型验证理论假设。研究结果表明:网络服务场景中的审美诉求、功能布局和财务安全因素均有助于促进顾客契合和网络信任,但是审美诉求对顾客契合的直接影响不显著,其主要通过网络信任间接作用于顾客契合;网络服务场景因素刺激下的顾客契合和网络信任之间呈非递归关系;顾客经验对网络服务场景和顾客契合,以及网络服务场景和网络信任之间的关系均具有调节作用。更多还原

【Abstract】 E-servicescape is the first line of interaction between online customers and businesses. And, it is also an important marketing tool for online stores to attract and retain customers. From the perspective of online trust, a non-recursive model is presented to disclose the driving mechanisms of e-servicescape on customer engagement. Data collected by experimental method is analyzed by a structural equation model to test the proposed hypotheses. Results of the study reveal that all the 3 dimensions of e-servicescape-aesthetic appeal, layout and functionality, financial security-affect customer engagement and online trust. However, the aesthetic appeal factors have no significant direct impact on customer engagement, but indirectly affect customer engagement through online trust. The relationship between customer engagement and online trust is non-recursive. Furthermore, the findings confirm that customer experience plays a moderating role in the relationship between e-servicescape and customer engagement, and between e-servicescape and online trust.更多还原