上海管理科学2017，Vol.39Issue(2)：48-53,6.
高校社区O2O生鲜电商顾客忠诚影响因素及性别调节机理
Research on the Influencing Factors of Customer Loyalty to 020 Fresh Electronic Commerce and the Gender Adjusting Mechanism in University Communities
摘要
Abstract
With the development of social O2O fresh electricity suppliers in university community, how to improve the customer loyalty of college students has became a key path for business to enhance the competitive power. This study validated the influencing factors for customer loyalty of social O2O fresh electricity suppliers in university community by the structural equation model, according to the market situation of the imbalance between male and female ratio in colleges and universities in china, analyzed the moderating effect of gender on the customer loyalty by the multiple-group analysis. From what has been analyzed above , we may safely draw a conclusion that gender had significant influence on customer loyalty, the online and offline satisfaction on attitude loyalty of male is significantly higher than that of female, only attitude loyalty of male is positively related to online shopping experiences. Both male and female's online shopping experiences had significant influence on behavior loyalty. With the development of medium of payment and skilled use, shopping safety is not the key influencing factor for customer loyalty.关键词
社区O2O模式/生鲜电商/顾客忠诚度/结构方程模型/多群组分析Key words
social O2O/fresh electricity supplier/customer loyalty/structural equation model/multiple-group analysis分类
管理科学引用本文复制引用
管红波,孙璐,何静..高校社区O2O生鲜电商顾客忠诚影响因素及性别调节机理[J].上海管理科学,2017,39(2):48-53,6.基金项目
教育部人文社会科学规划项目(13YJA630028) （13YJA630028）
