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Modern Management 2023
移动购物中顾客欣喜对顾客契合行为的影响：一个有链式中介的作用模型
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Abstract:
移动购物场景是顾客与移动商家交互的第一线，也是移动商家吸引和保留顾客的重要手段。本研究围绕移动购物情境，构建一个顾客欣喜对顾客契合行为的影响机理模型。研究发现顾客欣喜显著正向影响顾客契合行为，顾客心理契约和情感承诺在顾客欣喜与顾客契合行为之间关系中的简单中介效应显著，且二者起到链式中介作用。本研究既拓展了顾客欣喜和顾客契合行为理论，又为移动商家提升顾客契合行为提供决策依据。
Mobile shopping scenario is the first line of interaction between customers and mobile retailers, and it is also an important tool for mobile retailers to attract and retain customers. This study builds a model of investigating the effect of customer delight on customer engagement behaviour. This study finds that customer delight significantly affects customer engagement behaviour. The simple mediating role of customer psychological contract and affect commitment in the relationships between customer delight and customer engagement behaviour is significant. Additionally, their chain mediating role is significant. This study expands the theory of delight and engagement behaviours, which it also provides suggestions for mobile retailers on strengthening customer engagement behaviour.
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