| 体育消费者网店感知对信任感和忠诚度的影响分析 |
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| 引用本文： | 江杭生,包红曙.体育消费者网店感知对信任感和忠诚度的影响分析[J].巢湖学院学报,2011,13(3):101-105. |
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| 作者姓名： | 江杭生 包红曙 |
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| 作者单位： | 1. 巢湖学院体育系,安徽巢湖,238024
2. 安徽工业大学体育部,安徽马鞍山,243002 |
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| 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。
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| 关 键 词： | 体育网店感知 消费者信任感 消费者忠诚度 |
ANALYSIS OF THE INFLUENCE BY CONSUMER' S PERCEPTION ON TRUST AND LOYALTY TO SPORTS WEB SHOP |
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| JIANG Hang-sheng,BAO Hong-shu.ANALYSIS OF THE INFLUENCE BY CONSUMER' S PERCEPTION ON TRUST AND LOYALTY TO SPORTS WEB SHOP[J].Chaohu College Journal,2011,13(3):101-105. |
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| Authors: | JIANG Hang-sheng BAO Hong-shu |
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| Institution: | 1 Department of P.E.Chaohu College,Chaohu Anhui238024)(2 Department of P.E.Anhui University of technology,Maanshan Anhui 243002) |
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| 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. |
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| Keywords: | sports web shop perception consumer trust consumer loyalty |
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