【摘要】 本文通过对结构方程模型的检验,分析了构成网上商店形象的三个维度——商店总体形象、服务形象和外观形象对网上购物者商店忠诚度的影响。研究结果表明网上商店形象的三个维度对于商店忠诚度的影响强度不同,其中总体形象对商店忠诚度的提升是多方面的,它对于顾客的商店忠诚度既可以直接影响,又可以通过满意度和承诺的中介作用间接影响;外观形象对于忠诚度具有直接影响,但影响程度较弱;服务形象通过提升顾客满意度间接影响顾客的商店忠诚度,但由于缺乏承诺的作用,这种间接影响的长期稳定性较差。更多还原

【Abstract】 In this research, we use structure equation model to analyze the effect of the three dimensions of online-store image (i.e. the general image, the service image and the appearance image) on the online shoppers′ loyalty to store. The results suggest that the three dimensions influence their loyalty to store to different extents. The general image can improve the loyalty in several ways: either direct influence or indirect influence through the mediation of both satisfaction and commitment. Appearance image has a direct but weaker impact on the loyalty. Service image influences online-shoppers′ loyalty through satisfaction, but without the mediating effect of commitment. This indirect influence is not stable in the long term.更多还原