顧客間インタラクションがサイト・ロイヤルティに与える影響
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- 山本 晶
- 成蹊大学
書誌事項
- タイトル別名
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- The Effect of C2C Interaction on e-Loyalty
- インターネット視聴率データの分析
抄録
The emergence of the internet has great impacts on the consumer behavior. Among many impacts, the acceleration of consumer-toconsumer (C2C) interaction on the online community is one of the most significant. To gain insights into how a firm can incorporate online communities effectively into marketing strategy, it is crucial to understand its effect on the marketing outcome such as customer loyalty. This paper focuses on C2C interaction on the internet and its effect on e-loyalty. The empirical analysis using internet audience measurement data shows that the C2C interaction has positive effect on the customer longevity, suggesting that the online community can help build e-loyalty.
収録刊行物
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- 消費者行動研究
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消費者行動研究 12 (1-2), 23-36,89, 2006
日本消費者行動研究学会
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詳細情報 詳細情報について
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- CRID
- 1390282680295484928
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- NII論文ID
- 130003642374
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- ISSN
- 18839576
- 13469851
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- データソース種別
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- JaLC
- CiNii Articles
- KAKEN
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- 抄録ライセンスフラグ
- 使用不可