忠诚
忠诚商业模式
交易型领导
营销
人际交往
业务
共享经济
感知
广告
独创性
心理学
社会心理学
计算机科学
万维网
神经科学
服务质量
创造力
服务(商务)
作者
Jing Zhang,Linghua Zhang,Bei Ma
出处
期刊:Journal of Research in Interactive Marketing
[Emerald (MCB UP)]
日期:2023-02-02
卷期号:17 (5): 698-713
被引量:2
标识
DOI:10.1108/jrim-01-2022-0012
摘要
Purpose This study examines how customer loyalty among DiDi users in China is affected by two types of online social interaction (transactional and interpersonal) and how the online interaction–customer loyalty relationship is mediated by three kinds of perceived benefits (functional, social-hedonic and safety). Design/methodology/approach This study empirically examines research hypotheses based on a questionnaire survey of 428 DiDi consumers. Findings The results reveal that transactional interactions significantly enhance customer loyalty among DiDi users via the partial mediating effects of customers' perceived functional, social-hedonic and safety benefits. By contrast, interpersonal interactions do not directly influence customer loyalty, and only social-hedonic benefits fully mediate the positive influence of interpersonal interactions on loyalty. Originality/value This study contributes to the theoretical development of interactive marketing management by examining how two types of online social interactions contribute to customer loyalty on sharing economy platforms by influencing the perception of benefits. It also provides useful managerial insights to help ride-sharing platforms design online social interaction functions that improve customer perceptions and loyalty.
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