Tăng cường lòng trung thành trực tuyến! Sức mạnh của chất lượng website và giá trị cảm nhận trong mối quan hệ giữa người tiêu dùng và người bán
Tóm tắt
Được thúc đẩy bởi xu hướng mua sắm tập thể và cộng đồng xã hội trực tuyến, người tiêu dùng đang thay đổi hành vi mua sắm của họ và ngày càng chuyển sang các trang web để đáp ứng nhu cầu mua sắm. Mục đích của bài báo này là điều tra cách mà chất lượng website ảnh hưởng đến các trang web mua sắm để tạo ra giá trị cho khách hàng và thúc đẩy lòng trung thành của khách hàng, cũng như các yếu tố điều tiết của trải nghiệm mua sắm trực tuyến.
Nghiên cứu này đã thu thập dữ liệu từ 275 người tham gia để kiểm tra mô hình nghiên cứu đã đề xuất bằng cách sử dụng mô hình hóa đường đi dựa trên phương pháp bình phương tối thiểu từng phần (PLS). Phần mềm ADANCO đã được sử dụng để đánh giá độ tin cậy và giá trị của mô hình đo lường, tiến hành phân tích độ phù hợp của mô hình cho mô hình tổng thể, và kiểm tra các giả thuyết thông qua mô hình cấu trúc.
Những kết quả thực nghiệm cho thấy chất lượng hệ thống và chất lượng dịch vụ điện tử (chất lượng dịch vụ trực tuyến) có tác động tích cực đáng kể đến giá trị cảm nhận trong mối quan hệ người tiêu dùng/người bán; giá trị cảm nhận trong mối quan hệ người tiêu dùng/người bán có tác động tích cực đáng kể đến lòng trung thành trực tuyến; trải nghiệm mua sắm trực tuyến không có tác động điều tiết đối với mối quan hệ giữa chất lượng website và giá trị cảm nhận trong mối quan hệ người tiêu dùng/người bán.
Nghiên cứu này đã áp dụng phương pháp mô hình hóa đường đi PLS sử dụng phần mềm mô hình phương trình cấu trúc dựa trên phương sai ADANCO để xác minh rằng chất lượng website đóng vai trò quan trọng trong việc phân biệt một thương hiệu với các thương hiệu khác trong lĩnh vực bán lẻ trực tuyến, khiến nó trở thành yếu tố thiết yếu cho sự thành công của một trang web mua sắm. Nghiên cứu cũng xác minh rằng mức độ trải nghiệm mua sắm trực tuyến trước đó của người tiêu dùng không ảnh hưởng đến tác động tích cực mà chất lượng website mang lại cho giá trị cảm nhận trong mối quan hệ người tiêu dùng/người bán. Điều này cho thấy rằng quản trị viên của các website cần áp dụng trải nghiệm mua sắm trực tuyến của người tiêu dùng như một biến trong phân khúc thị trường để nâng cao chất lượng website, tăng giá trị cảm nhận của mối quan hệ người tiêu dùng/người bán, và thu hút lòng trung thành của người tiêu dùng.
Từ khóa
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