电子商务下的顾客忠诚度-毕设论文外文翻译(翻译-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//电商下顾忠度一对前因和后果的探索作者SriniSSrinivaan/RolphAndeKishorePonnav出处零售杂志年页中文译文：引根据国每月零售调局的数据示年上零售额亿美，相对年亿元长了。子销售快速增长可明提了很多店不有优势，比巨的灵活性广的市场延性较低的生成，快速交易，生线的扩宽很大的便性和可以定制然而，电零售业也临着系列的挑战并像子商务面上的只需轻点鼠标那简单。而是消者可以很方的较关的竞商品和服务通对用最少价格和最高的效买下所需品服务。根

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ner在1998说的电商务的利是近乎完美场的因为这个平台上信是瞬发的买家可以比很多卖的信息。这样导的结果是猛烈价格战和益消失的牌忠诚度由于买家卖家信息不对的情况在减，解电子商环境下顾客诚对益的追有很大的影响顾忠诚早期于品牌忠诚度观点集中重复购买行为上。如，布朗（于消者重复购买的为将忠诚分成四个类，分布（1）忠不渝2）分的诚（3）稳的忠诚（）忠。Lipstein(1959)和将品的重购买率作为量诚的度量有些研究者例，Jacoby和在1978年5）已经提从为上对忠度定义是无的因为这并有分出忠的行为是由真的忠诚度起的还是假的忠诚造成的。如，消费者少供的选择性会重购买的为，但这并意着品牌的诚。为了应这批判，调查者行为的维上加了一态度的维来作为衡忠诚度的

缺回方法和Blackwell品忠度定义“一个消费在多品分类从态度行为上表现了其某一种品的选择性表，忠诚是消者从心理上行上现出了某一商品的爱Assael则表示牌诚度是某一品牌的喜的度导致反复购买行。们观点是将电子忠诚度定为一个消费者某一电子售商的最态度导致对该零售产品的反

复购买。电忠诚度的历获得对电子忠度历史的个详细视，我们首对42个人行了一个采，其中个为在购者个电商领域的高个为电商网站设计者。每个被问了六在线购物常识问题在采访过中会根据被

务访问者回答加一些额的试探性问题。大多数问的问时间90分钟到2小之间。根据些访的回答们将影响电商中客忠诚的原因概括为个方面，分别（1）定2接触交互（3）培（4维护（5交流（）择7）利）质。并，好定水，更多的接交性对顾客培养，维护交，多的选性，和更加利更的品质会有更电子诚度。

好的电子诚度的行为结为结。根据

已经论了电子忠诚的前因，们现在集探讨它的Zeithaml,Berry和表示的，诚顾客往往公结合在一起与不忠诚的客现一样。客忠诚度影顾的为结果从而从根影响公司的效益。忠诚客户不仅集中转化的经方面，而会关注与司的关系，而少

忠诚度客户则只要关经济方面（

和Sasser在1990的研究显示忠的户比不诚的客户有低价弹性，并且们愿意花费外费去购买们先前忠诚零商东西而是要求

额外价格优惠。ambandam和Lord在1995年出，对一公司的忠诚减少了搜