Studying the relationship between the perceived value of online group-buying websites and customer loyalty: the moderating role of referral rewards
作者: Ya-Ling ChiuLu-Jui ChenJiangze DuYuan-Teng Hsu
作者单位: 1School of Economics and Management, Chongqing University of Posts and Telecommunications , Chongqing, China
2Department of International Business, Ming Chuan University , Taipei, Taiwan
3School of Finance, Jiangxi University of Finance and Economics , Nanchang, China
4Research Center of Finance, Shanghai Business School , Shanghai, China
刊名: Journal of Business & Industrial Marketing, 2018, Vol.33 (5), pp.665-679
来源数据库: Emerald Journal
DOI: 10.1108/JBIM-03-2017-0083
关键词: Affective commitmentPerceived valueCustomer loyaltyOnline group-buying (OGB)Referral rewards
原始语种摘要: Purpose(#br)The purpose of this study is to examine the effect of perceived value on customer loyalty through affective commitment in the online group-buying (OGB) context. This paper addressed the following questions: what are the factors affecting customer loyalty (i.e. revisit intention and buy more intention); and how do referral rewards moderate the impact of affective commitment on customer loyalty? (#br)Design/methodology/approach(#br)All data were collected from OGB websites’ members in Taiwan. The total number of respondents to the online survey was 403. The data were analyzed using structural equation modeling (SEM) to test a perceived value–commitment–loyalty model. (#br)Findings(#br)This study shows that three proposed antecedents (i.e. OGB scheme value, hedonic value and...
全文获取路径: Emerald 

  • buying 收买
  • customer 用户
  • loyalty 忠实
  • moderating 减速的
  • value 
  • importance 重要性
  • develop 发展
  • commitment 承诺
  • between 在中间
  • group