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- 2016
【修改稿】微信支付服务质量对顾客忠诚的影响机制研究——消费情绪的中介效应
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Abstract:
摘要：微信支付，作为国内重要的第三方移动支付方式，其服务质量关系到企业的长足发展和顾客的根本利益。本文在已有研究基础上，探讨微信支付服务质量对顾客忠诚的影响机制，并提出以消费情绪为中介的理论模型，通过对309位受访者的问卷调查，建立结构方程模型进行实证检验。研究结果表明：服务质量及其所属维度有形性、保证性和移情性对顾客忠诚和消费情绪这两个变量，都有显著的正向作用，同时，消费情绪对顾客忠诚有显著的正向作用，消费情绪在服务质量和顾客忠诚二者之间起到部分中介的作用。文章的最后为企业改善服务质量，提升顾客忠诚提出了建议。
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