電子商務(wù)下的顧客忠誠(chéng)度-畢設(shè)論文外文翻譯(翻譯-原文)

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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(duì)前因和后果的探索作者SriniSSrinivaan/RolphAndeKishorePonnav出處零售雜志年頁(yè)中文譯文：引根據(jù)國(guó)每月零售調(diào)局的數(shù)據(jù)示年上零售額億美，相對(duì)年億元長(zhǎng)了。子銷售快速增長(zhǎng)可明提了很多店不有優(yōu)勢(shì)，比巨的靈活性廣的市場(chǎng)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(diǎn)鼠標(biāo)那簡(jiǎn)單。而是消者可以很方的較關(guān)的競(jìng)商品和服務(wù)通對(duì)用最少價(jià)格和最高的效買下所需品服務(wù)。根

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ner在1998說(shuō)的電商務(wù)的利是近乎完美場(chǎng)的因?yàn)檫@個(gè)平臺(tái)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(jià)格戰(zhàn)和益消失的牌忠誠(chéng)度由于買家賣家信息不對(duì)的情況在減，解電子商環(huán)境下顧客誠(chéng)對(duì)益的追有很大的影響顧忠誠(chéng)早期于品牌忠誠(chéng)度觀點(diǎn)集中重復(fù)購(gòu)買行為上。如，布朗（于消者重復(fù)購(gòu)買的為將忠誠(chéng)分成四個(gè)類，分布（1）忠不渝2）分的誠(chéng)（3）穩(wěn)的忠誠(chéng)（）忠。Lipstein(1959)和將品的重購(gòu)買率作為量誠(chéng)的度量有些研究者例，Jacoby和在1978年5）已經(jīng)提從為上對(duì)忠度定義是無(wú)的因?yàn)檫@并有分出忠的行為是由真的忠誠(chéng)度起的還是假的忠誠(chéng)造成的。如，消費(fèi)者少供的選擇性會(huì)重購(gòu)買的為，但這并意著品牌的誠(chéng)。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(lái)作為衡忠誠(chéng)度的

缺回方法和Blackwell品忠度定義“一個(gè)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(chéng)是消者從心理上行上現(xiàn)出了某一商品的愛(ài)Assael則表示牌誠(chéng)度是某一品牌的喜的度導(dǎo)致反復(fù)購(gòu)買行。們觀點(diǎn)是將電子忠誠(chéng)度定為一個(gè)消費(fèi)者某一電子售商的最態(tài)度導(dǎo)致對(duì)該零售產(chǎn)品的反

復(fù)購(gòu)買。電忠誠(chéng)度的歷獲得對(duì)電子忠度歷史的個(gè)詳細(xì)視，我們首對(duì)42個(gè)人行了一個(gè)采，其中個(gè)為在購(gòu)者個(gè)電商領(lǐng)域的高個(gè)為電商網(wǎng)站設(shè)計(jì)者。每個(gè)被問(wèn)了六在線購(gòu)物常識(shí)問(wèn)題在采訪過(guò)中會(huì)根據(jù)被

務(wù)訪問(wèn)者回答加一些額的試探性問(wèn)題。大多數(shù)問(wèn)的問(wèn)時(shí)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(chéng)的原因概括為個(gè)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(duì)顧客培養(yǎng)，維護(hù)交，多的選性，和更加利更的品質(zhì)會(huì)有更電子誠(chéng)度。

好的電子誠(chéng)度的行為結(jié)為結(jié)。根據(jù)

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

忠誠(chéng)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(chéng)的客戶有低價(jià)彈性，并且們?cè)敢饣ㄙM(fèi)外費(fèi)去購(gòu)買們先前忠誠(chéng)零商?hào)|西而是要求

額外價(jià)格優(yōu)惠。ambandam和Lord在1995年出，對(duì)一公司的忠誠(chéng)減少了搜