Satisfaction Trust and Loyalty of Repeat Online Consumer within the Japanese Online Supermarket Trade
Satisfaction Trust and Loyalty of Repeat Online Consumer within the Japanese Online Supermarket Trade
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DOI：
10.1016/j.ausmj.2016.02.006
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发表时间：
2016-05
影响因子：
6
通讯作者：
Emi Moriuchi;I. Takahashi
中科院分区：
文献类型：
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作者：
Emi Moriuchi;I. Takahashi
日本消费者正在改变他们的消费模式，跟随欧洲人和美国人（Salsberg，2010年）。众所周知，日本人有品牌和质量意识，他们不愿意为了打折和网上购物而牺牲质量和便利。日本消费者以不同的方式挑选他们的产品。在一般情况下，修改后的结构方程模型表明，理论模型提出的所有关系是显着的，除了两个（即产品对满意度和分布对电子满意度）。结果表明，要确定一个网上重复购物者的电子满意度，公司需要把注意力集中在他们的促销活动，定价和购物者的经验。另一方面，当公司试图确定一个在线重复购物者的电子信任，公司需要把注意力集中在产品，促销定价和购物者的经验。最重要的是，研究结果表明，在电子信任和电子满意度之间，电子满意度对重复在线购物者忠诚度的影响更为显著。
Japanese consumers are changing their consumption patterns, following those of the Europeans and Americans (Salsberg, 2010). Generally known to be brand and quality conscious, Japanese are not willing to sacrifice quality and convenience for discounted and online purchases. Japanese consumers pick and choose their products differently. In general, the modified structural equation model shows that all relationships proposed by the theoretical model were significant except for two (i.e. product towards satisfaction and distribution towards e-satisfaction). The results suggest that to determine an online repeat shopper's e-satisfaction, companies need to focus their attention on their promotional activities, pricing and shopper's experience. On the other hand, when companies are seeking to determine an online repeat shopper's e-trust, companies need to focus their attention on product, promotional pricing and shopper's experience. Most importantly, the results show that between e-trust and e-satisfaction, e-satisfaction has a more significant impact on repeat online shoppers’ loyalty.