Создание ценностей для онлайновых покупателей: условия удовлетворенности и лояльностия

Ли Ен-Джу; Овербай Джеффри

Концептуальные предпосылки;

Модель измерения: потребительские ценности в сфере онлайн-продаж;

Модель исследования: ценность, удовлетворенность и лояльность;

Методология;

Шкалы измерений потребительских ценностей;

Обсуждение результатов и выводы;

Ограничения и предложения для будущих исследований;

Стратегия интернет-маркетинга Интернет-магазин

Полевые исследования Опросы

Идентичность бренда Предложение ценности (выгоды для потребителя)

Диджитал

Аннотация

Ценность для потребителя является основным конкурентным преимуществом в сфере электронной коммерции. Авторы данного исследования идентифицируют два типа ценностей в онлайн-торговле - утилитарную ценность (включая финансовую экономию, высокое качество услуг, экономию времени и широкий выбор) и опытную ценность (включая развлекательные, визуальные, эскапистские и интерактивные возможности). С помощью моделирования структурных уравнений изучается воздействие этих ценностей электронной коммерции на удовлетворенность и лояльность потребителей. Результаты исследования показывают, что торговля через Интернет действительно обращается к различным типам ценностей для клиента, а также то, что утилитарные и опытные ценности положительно влияют на удовлетворенность покупателей, приводя к повышению лояльности последних. Предлагается обсуждение результатов и выводы для менеджмента.

Журнал: «Реклама. Теория и практика» — №4, 2005 (© Издательский дом Гребенников)

Объем в страницах: 17

Кол-во знаков: около 35,562

Библиографическая ссылка: печать / интернет

* Деятельность Meta (соцсети Facebook и Instagram) запрещена в России как экстремистская.

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Ли Ен-Джу

Университет Чунг-Анг (Южная Корея).

Овербай Джеффри

Университет штата Флорида (США).

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