電子商務(wù)下的顧客忠誠度-畢設(shè)論文外文翻譯(翻譯-原文)

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作者

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ican出JournalRetailing,2002(78),41-50原文文：totheU.S.RetailSurvey,Internetretailorhis

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aofbyaDiscussionandconclusionTheantecedentsloyaltyinthetraditionalbrick-and-mortarmarketplacebeenstudiedindetail(e.g.,Sirohi,&Wittink,1998).Severalofthestorefrontandpositivepresentationofservicepersonnelwilltheloyaltyofthetoinloyaltyliterature.Thepresentresearchhasidentifiedeightfactorsthatpotentiallyaffecte-loyalty.Ofthe8Csconsidered,customization,contactinteractivity,allhaveasignificantimpactone-loyalty.E-loyaltythetof

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of//電商下顧忠度一對前因和后果的探索作者SriniSSrinivaan/RolphAndeKishorePonnav出處零售雜志年頁中文譯文：引根據(jù)國每月零售調(diào)局的數(shù)據(jù)示年上零售額億美，相對年億元長了。子銷售快速增長可明提了很多店不有優(yōu)勢，比巨的靈活性廣的市場延性較低的生成，快速交易，生線的擴(kuò)寬很大的便性和可以定制然而，電零售業(yè)也臨著系列的挑戰(zhàn)并像子商務(wù)面上的只需輕點鼠標(biāo)那簡單。而是消者可以很方的較關(guān)的競商品和服務(wù)通對用最少價格和最高的效買下所需品服務(wù)。根

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ner在1998說的電商務(wù)的利是近乎完美場的因為這個平臺上信是瞬發(fā)的買家可以比很多賣的信息。這樣導(dǎo)的結(jié)果是猛烈價格戰(zhàn)和益消失的牌忠誠度由于買家賣家信息不對的情況在減，解電子商環(huán)境下顧客誠對益的追有很大的影響顧忠誠早期于品牌忠誠度觀點集中重復(fù)購買行為上。如，布朗（于消者重復(fù)購買的為將忠誠分成四個類，分布（1）忠不渝2）分的誠（3）穩(wěn)的忠誠（）忠。Lipstein(1959)和將品的重購買率作為量誠的度量有些研究者例，Jacoby和在1978年5）已經(jīng)提從為上對忠度定義是無的因為這并有分出忠的行為是由真的忠誠度起的還是假的忠誠造成的。如，消費(fèi)者少供的選擇性會重購買的為，但這并意著品牌的誠。為了應(yīng)這批判，調(diào)查者行為的維上加了一態(tài)度的維來作為衡忠誠度的

缺回方法和Blackwell品忠度定義“一個消費(fèi)在多品分類從態(tài)度行為上表現(xiàn)了其某一種品的選擇性表，忠誠是消者從心理上行上現(xiàn)出了某一商品的愛Assael則表示牌誠度是某一品牌的喜的度導(dǎo)致反復(fù)購買行。們觀點是將電子忠誠度定為一個消費(fèi)者某一電子售商的最態(tài)度導(dǎo)致對該零售產(chǎn)品的反

復(fù)購買。電忠誠度的歷獲得對電子忠度歷史的個詳細(xì)視，我們首對42個人行了一個采，其中個為在購者個電商領(lǐng)域的高個為電商網(wǎng)站設(shè)計者。每個被問了六在線購物常識問題在采訪過中會根據(jù)被

務(wù)訪問者回答加一些額的試探性問題。大多數(shù)問的問時間90分鐘到2小之間。根據(jù)些訪的回答們將影響電商中客忠誠的原因概括為個方面，分別（1）定2接觸交互（3）培（4維護(hù)（5交流（）擇7）利）質(zhì)。并，好定水，更多的接交性對顧客培養(yǎng)，維護(hù)交，多的選性，和更加利更的品質(zhì)會有更電子誠度。

好的電子誠度的行為結(jié)為結(jié)。根據(jù)

已經(jīng)論了電子忠誠的前因，們現(xiàn)在集探討它的Zeithaml,Berry和表示的，誠顧客往往公結(jié)合在一起與不忠誠的客現(xiàn)一樣?？椭艺\度影顧的為結(jié)果從而從根影響公司的效益。忠誠客戶不僅集中轉(zhuǎn)化的經(jīng)方面，而會關(guān)注與司的關(guān)系，而少

忠誠度客戶則只要關(guān)經(jīng)濟(jì)方面（

和Sasser在1990的研究顯示忠的戶比不誠的客戶有低價彈性，并且們愿意花費(fèi)外費(fèi)去購買們先前忠誠零商東西而是要求

額外價格優(yōu)惠。ambandam和Lord在1995年出，對一公司的忠誠減少了搜