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论文中文摘 要:由於社群媒体和Web2.0的创新,消费者可以在购物前利用社群搜寻其他消费者的使用心得或分享自身消费经验,资讯来源将不限於厂商提供.这种强调消费者和社群之间的互动,使消费者透过社群满足购物行为称为社群商务.利用社群网站分享资讯将能促使厂商资讯的发布,推广更有效率.因此探讨消费者在社群网站中是否产生顾客公民行为更显重要.我们研究社群特性会如何透过社群态度影响顾客公民行为,并主要着重在社群导向之顾客公民行为以更加了解消费者在线上社群中的行为.本研究发放网路问卷480份,并利用结构方程模式分析.实证结果显示互动性正向影响社群承诺,个人化,怎么写作品质正向影响社群满意度.此外社群满意度和承诺皆正向影响社群导向顾客公民行为.论文外文摘 要:DuetotherapiddevelopmentofsocialmediaandWeb2.0,customerscanbeabletoshareexperiences,toseekinformationbeforemakingpurchasedecisionfromothercustomersormunitiestheybelongtootherthanfromthebusiness.ThisideaofE-mercehasevolvedintosocialmerce,whichhighlightstheimportanceofinteractionbetweenindividualsandmunity,andthishaschangedthepurchasingbehiorofcustomers.Thusit'simportanttostudywhethercustomersintargetedmunityperformreciprocatebehior,whichiscustomercitizenshipbehior(CCB),thatcanadvertiseproducts,maintaincustomerrelationships,andimprovetheefficiencyofbusinessofdeliveringproducts/servicesinformation.Wemainlyfocusonmunity-directedCCBtogetabetterinsightofcustomerextra-rolebehiorsinonlinemunity.ThisstudyexamineshowonlinemunityfeaturesinfluenceCCBthroughmunityattitudeinsocialmerceenvironment.Wetestedourhypothesesbyusingsurveydata,andourstructuralequationmodelexhibitsagoodfit.Theresultsshowthatinteractivitypositivelyaffectunitymitment,whilepersonalizationandservicequalitypositivelyinfluencemunitysatiaction.Andmunitysatiactionandmitmentsignificantlyaffectmunity-directedCCB.Implicationsofourresearchfindingsandsuggestionorfutureresearcharediscussed.