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欣喜的顾客会驱动契合行为吗？一个有中介的调节模型
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Abstract:
围绕移动购物情境，本研究挖掘顾客欣喜对顾客契合行为的影响机理，并探索这一关系链中有中介的调节机制。研究发现顾客欣喜显著且正向影响契合行为，这一关系受到网上购买经验的负向调节作用和顾客承诺的中介作用，且交互项通过顾客承诺间接影响顾客契合行为。研究结果为移动商家长期维系顾客有一定的借鉴意义。
Based on mobile shopping context, this study examines the mechanism of customer delight on customer engagement behaviours, and explores a mediated moderation model in this relationship. The results indicate that customer delight has significant positive effect on customer engagement behaviours, which this relationship is moderated by online shopping experience and mediated by customer commitment. Additionally, the interaction of online shopping experience and delight on engagement behaviour is mediated by customer commitment. Findings can provide some implications for mobile retailers in sustaining customers.
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