消费者购物网站依恋机理研究
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摘要
随着在线竞争的加剧,企业与顾客建立高质量的关系在电子商务环境下更加重要,而仅仅为顾客提供满意的体验并不能使企业获得长期成功。相关研究表明,企业之所以未能与顾客构筑持久的忠诚关系,是没能与顾客建立强烈的情感关联。因而,建立顾客与购物网站的情感关联就成为电子商务企业的一项重要任务。发端于心理学的依恋理论为探究这种顾客与企业之间的情感关系提供了新视角。依恋理论被视为解释亲密关系的最优理论框架,在解构人际关系的个体差异、强度和质量方面具有显著优势。心理学研究发现,个人依恋特质具有跨越不同关系情境的稳定性。然而,目前还没有学者在B2C环境下就消费者对购物网站的依恋(本文中简称为网站依恋)进行系统探察。
本文首次将依恋理论应用于B2C互联网购物场景,并从如下三个方面展开研究工作：(1)基于文献回顾和定性访谈,将网站依恋界定为包括网站认同、网站喜爱和网站依赖三个维度的构念,分别对应认知、情感和意向三种成分,构成一种态度式结构；在此基础上,开发并检验了具有良好信度和效度的网站依恋多维测量量表。(2)以相关理论为基础,将网站依恋三维度(机体)引入刺激-机体-反应(S-O-R)模型,构建了方便性、娱乐性、社群感和网站顾客导向为前因变量(刺激源),关系质量为结果变量(反应)的因果关系模型。研究结果表明,网站依恋三维度均是消费者与购物网站之间关系质量的促进因素,且网站喜爱是最重要的因素。其中,方便性和网站顾客导向对网站依恋三维度均具有显著的驱动作用,而娱乐性在增强网站认同和网站喜爱上具有显著效果,社群感在促进网站认同和网站依赖上具有重要作用。研究还清晰地表明,在本研究构建的概念模型中,网站依恋三维度是完全中介变量。(3)考察了消费者个性特质——关系焦虑对网站依恋与关系质量之间关系的调节作用。研究结果表明,随着消费者关系焦虑水平的提升,网站依恋对关系质量的影响也随之增强,且对各关系路径调节强度从大到小依次为：网站认同与关系质量、网站喜爱与关系质量、网站依赖与关系质量。
本文具有如下创新点：(1)首次将依恋理论的应用拓展到B2C互联网购物情境,界定了网站依恋的概念及其三维结构,并开发了相应的测量量表。(2)基于S-O-R模型,构建了本研究概念模型,系统探察了以网站依恋为中心的前因后果法则关系。(3)考察并证实了消费者关系焦虑水平是网站依恋与关系质量之间的调节变量,揭示了网站依恋与关系质量之间因果关系的条件性,更为完整地反映了网站依恋的形成机理。本研究对电子商务企业建立与消费者的情感关联,提升关系营销绩效具有一定的参考价值。
As the online competition, building high quality relationships between retailers and their costomers are more important in the electronic commerce environment, but it can't make retailers obtain the long-term success by only providing customers with the satisfaction of experience. Research has shown that retailers have failed to bulld long-lasting customer loyalty because they are unable to creat strong emotional bonds with their customers. It is an important task for online retailers that creating emotional bonds between customers and shopping websites. Attachment theory that originated in the psychology provides a new perspective to explore the emotional relationships between customers and retailers. Attachment theory is regarded as an excellent theoretical framework to explain intimate relationships and has a significant advantage to uncover individual differences, the intensity and quality of interpersonal relationships. Research in psychology suggests that personal attachment styles are stable across different relationship situations. However, no research has directly examined the emotional attachment between consumers and shopping website(refers to as website attachment) in B2C environment.
This dissertation applies attachment theory to B2C Internet shopping context firstly and carries out the research work from three aspects as follows:(1)Based on literature review and depth interviews, the dissertation defines the concept of website attachment including website identity, website affection and website dependence, corresponds to three components such as cognition, emotion and intention and constitutes a kind of attitude structure. On this basis, the dissertation develops a relaible and valid multi-dimensional scale.(2) Based on relevant theories, the dissertation integrates the website attachment dimensions (Organism) into Stimulus-Organism-Response (S-O-R) model, builds a causal model including the antecedent variables (Stimulus) such as convenience, enjoyment, sense of community and website customer orientation and the outcome variable (Response) i.e. relationship quality. Research results suggest that the three dimensions of website attachment are the drivers of relationship quality between customers and shopping websites and the website affection is the most important factor. Among them, convenience and customer orientation have significant effects on the three dimensions of website attachment, enjoyment influences website identity and website affection directly, sense of community plays an important role in promoting the website identity and website dependence. Research also clearly suggests that the three dimensions of website attachment are full mediators in the conceptual model of this study.(3) The dissertation investigate the effect of website attachment and relationship quality is moderated by consumers' personality trait i.e. relationship anxiety. The results show that as consumers' level of relationship anxiety increasing, it will be enhanced that website attachment has effect on relationship quality. The moderating effects of consumers' levels of relationship anxiety among strength of relationship paths from large to small are as follows: website identity and relationship quality, website affection and relationship quality, website dependence and relationship quality.
The contributions of this dissertation as follows:(1)The dissertation defines the three dimensional attitude structure of website attachment firstly in B2C online shopping environment, develops a relaible and valid multi-dimensional scale of website attachment, expands the application boundary of attachment theory.(2) The dissertation builds a causal model of website attachment, investigates the antecedents and consequences of emotional attachment synchronously, clarifies the nomological network of website attachment.(3) The dissertation examines the moderating effects of consumers' levels of relationship anxiety between website attachment and relationship quality firstly in the online shopping context, reflects completely the formation mechanism of website attachment. The dissertation provides great reference values for online retailers striving to build rich emotional bonds with their consumers and improving the relationship marketing performance.
本文首次将依恋理论应用于B2C互联网购物场景,并从如下三个方面展开研究工作：(1)基于文献回顾和定性访谈,将网站依恋界定为包括网站认同、网站喜爱和网站依赖三个维度的构念,分别对应认知、情感和意向三种成分,构成一种态度式结构；在此基础上,开发并检验了具有良好信度和效度的网站依恋多维测量量表。(2)以相关理论为基础,将网站依恋三维度(机体)引入刺激-机体-反应(S-O-R)模型,构建了方便性、娱乐性、社群感和网站顾客导向为前因变量(刺激源),关系质量为结果变量(反应)的因果关系模型。研究结果表明,网站依恋三维度均是消费者与购物网站之间关系质量的促进因素,且网站喜爱是最重要的因素。其中,方便性和网站顾客导向对网站依恋三维度均具有显著的驱动作用,而娱乐性在增强网站认同和网站喜爱上具有显著效果,社群感在促进网站认同和网站依赖上具有重要作用。研究还清晰地表明,在本研究构建的概念模型中,网站依恋三维度是完全中介变量。(3)考察了消费者个性特质——关系焦虑对网站依恋与关系质量之间关系的调节作用。研究结果表明,随着消费者关系焦虑水平的提升,网站依恋对关系质量的影响也随之增强,且对各关系路径调节强度从大到小依次为：网站认同与关系质量、网站喜爱与关系质量、网站依赖与关系质量。
本文具有如下创新点：(1)首次将依恋理论的应用拓展到B2C互联网购物情境,界定了网站依恋的概念及其三维结构,并开发了相应的测量量表。(2)基于S-O-R模型,构建了本研究概念模型,系统探察了以网站依恋为中心的前因后果法则关系。(3)考察并证实了消费者关系焦虑水平是网站依恋与关系质量之间的调节变量,揭示了网站依恋与关系质量之间因果关系的条件性,更为完整地反映了网站依恋的形成机理。本研究对电子商务企业建立与消费者的情感关联,提升关系营销绩效具有一定的参考价值。
As the online competition, building high quality relationships between retailers and their costomers are more important in the electronic commerce environment, but it can't make retailers obtain the long-term success by only providing customers with the satisfaction of experience. Research has shown that retailers have failed to bulld long-lasting customer loyalty because they are unable to creat strong emotional bonds with their customers. It is an important task for online retailers that creating emotional bonds between customers and shopping websites. Attachment theory that originated in the psychology provides a new perspective to explore the emotional relationships between customers and retailers. Attachment theory is regarded as an excellent theoretical framework to explain intimate relationships and has a significant advantage to uncover individual differences, the intensity and quality of interpersonal relationships. Research in psychology suggests that personal attachment styles are stable across different relationship situations. However, no research has directly examined the emotional attachment between consumers and shopping website(refers to as website attachment) in B2C environment.
This dissertation applies attachment theory to B2C Internet shopping context firstly and carries out the research work from three aspects as follows:(1)Based on literature review and depth interviews, the dissertation defines the concept of website attachment including website identity, website affection and website dependence, corresponds to three components such as cognition, emotion and intention and constitutes a kind of attitude structure. On this basis, the dissertation develops a relaible and valid multi-dimensional scale.(2) Based on relevant theories, the dissertation integrates the website attachment dimensions (Organism) into Stimulus-Organism-Response (S-O-R) model, builds a causal model including the antecedent variables (Stimulus) such as convenience, enjoyment, sense of community and website customer orientation and the outcome variable (Response) i.e. relationship quality. Research results suggest that the three dimensions of website attachment are the drivers of relationship quality between customers and shopping websites and the website affection is the most important factor. Among them, convenience and customer orientation have significant effects on the three dimensions of website attachment, enjoyment influences website identity and website affection directly, sense of community plays an important role in promoting the website identity and website dependence. Research also clearly suggests that the three dimensions of website attachment are full mediators in the conceptual model of this study.(3) The dissertation investigate the effect of website attachment and relationship quality is moderated by consumers' personality trait i.e. relationship anxiety. The results show that as consumers' level of relationship anxiety increasing, it will be enhanced that website attachment has effect on relationship quality. The moderating effects of consumers' levels of relationship anxiety among strength of relationship paths from large to small are as follows: website identity and relationship quality, website affection and relationship quality, website dependence and relationship quality.
The contributions of this dissertation as follows:(1)The dissertation defines the three dimensional attitude structure of website attachment firstly in B2C online shopping environment, develops a relaible and valid multi-dimensional scale of website attachment, expands the application boundary of attachment theory.(2) The dissertation builds a causal model of website attachment, investigates the antecedents and consequences of emotional attachment synchronously, clarifies the nomological network of website attachment.(3) The dissertation examines the moderating effects of consumers' levels of relationship anxiety between website attachment and relationship quality firstly in the online shopping context, reflects completely the formation mechanism of website attachment. The dissertation provides great reference values for online retailers striving to build rich emotional bonds with their consumers and improving the relationship marketing performance.
引文
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