在营销理念：寻找新的和抛光旧外文翻译资料-文献翻译网

在营销理念：寻找新的和抛光旧

摘要：本研究探讨在人格特质，顾客满意和顾客公民行为之间的关系网上购物环境。结果表明，电子购物者与宜人的人格特质更容易积极的电子购物体验响应。 E-购物外向性还发现有助于解释中的方差所有这三个维度的电子客户公民行为推荐，帮助和服务公司提供便利。

关键词：顾客满意度；网上购物； E-购物；公民行为

简介

顾客公民行为（CCBS）被发现在预测关键的营销成果发挥作用显著（韩松等人，2012;格伦，1995）。近日，Anaza和赵（印刷）扩大城市商业银行的理念发挥到了网上购物通过上下文城市商业银行划分成建议，帮助行为和服务公司便利三个维度网上。从历史上看，研究者往往与客户的满意度，以建行方面指出，满意的顾客更愿意提供反馈给企业，推荐公司的服务给外人，帮助准顾客浏览卖场环境（Anaza和赵，记者在陈等人2010;格罗斯，2005）。其他学者主张，两者的来源客户满意度和公民行为是由持久塑造消费者的个性特点影响时间处置（Gountas和Gountas，2007;赫尔利，1998; Matzler等，2005;莫问和布兰妮，1999年）。出人意料的是，有研究侧重于城市商业银行离线环境中的越来越多，一些研究已经在网上完成

零售环境。此外，鲜为人知的是，购物者的人格特质与满意度如何影响在城市商业银行网上零售环境。

研究目标

为了阐明这个话题更多的光线，目前的研究探讨人格特质之间的关系，顾客

满意度，并在网上购物环境城市商业银行。具体来说，这项研究旨在解决是否大五人格

性状占方差电子购物者的满意度和E-城市商业银行，如果E-顾客满意显著影响电子商务的CCB后考虑到大五人格。鉴于这项研究的人格研究的固定利率，结果会显示属性是如何的个体，在伪装人格特质的形式，可以影响消费的结果。此外，通过研究电子购物的满意度和E-城市商业银行的人格特质的影响，研究人员将能够更好地辨别是否E-城市商业银行的先例，也可以通过内在气质源动机，而不是仅由外部势力像商店的属性。

样本

网上购物者被要求参与这项研究。通过Qualtrics问卷供受访者在网上。二百三十五的受访者完成了问卷调查和列表删除后，受访者依然存在。

方法

分层回归分析来测量人格特质对电子购物的满意度增量的影响。接下来，类似的多步分层方法被用来测试是否满意贡献显著部分方差控制的个性效果后解释为电子城市商业银行的时候。外文文献出处：Nwamaka A. Anaza in Ideas in Marketing: Finding the New and Polishing the Old (2015)

附外文文献原文

ABSTRACT

This study investigates the relationship between personality traits, shopper satisfaction and customer citizenship behaviors in

an online shopping environment. Results suggest that e-shoppers with the personality trait of agreeableness are more likely to

respond positively to an e-shopping experience. E-shopper extraversion was also found to contribute to explained variance in

all three dimensions of e-customer citizenship behaviors — recommendation, helping, and service firm facilitation.

Keywords: customer satisfaction; online shopping; E- shopping; citizenship behavior

INTRODUCTION

Customer citizenship behaviors (CCBs) have been found to play a significant role in predicting crucial marketing outcomes

(Hansong et al., 2012; Gruen, 1995). Recently, Anaza and Zhao (in press) expanded the concept of CCBs to an online shopping

context by delineating CCBs into three online dimensions of recommendation, helping behaviors, and service firm facilitation.

Historically, researchers have often linked customer satisfaction to CCB dimensions noting that satisfied buyers were more

willing to provide feedback to the firm, recommend the companyrsquo;s services to outsiders, and help prospective shoppers navigate

the store environment (Anaza and Zhao, in press; Chen et al. 2010; Groth, 2005). Other scholars contend that sources of both

customer satisfaction and citizenship behaviors were influenced by enduring personality characteristics that shaped shoppers

temporal dispositions (Gountas and Gountas, 2007; Hurley, 1998; Matzler et al., 2005; Mowen and Spears, 1999). Surprisingly,

with the growing body of studies focusing on CCBs within offline environments, little research has been done in an online

retail setting. Furthermore, little is known about how a shopperrsquo;s personality traits and satisfaction level influence CCBs in an

online retail environment.

RESEARCH OBJECTIVE

In order to shed more light on this topic, the current study investigates the relationship between personality traits, shopper

satisfaction, and CCBs in an e-shopping context. Specifically, this study seeks to address whether the Big Five personality

traits account for variance in e-shopper satisfaction and e-CCBs, and if e-shopper satisfaction significantly influences e-CCBs

after taking into account the Big Five traits. Given the constant interest in personality research, findings from this study will

show how individual attributes, disguised in the form of personality traits, can influence consumption outcomes. In addition,

by studying the influences of personality traits on e-shopper satisfaction and e-CCBs, researchers will be better able to

discern whether antecedents of e-CCBs can also be intrinsically motivated by dispositional sources rather than solely by

external forces like store attributes.

SAMPLE

Online shoppers were asked to participate in this study. The questionnaire was available for respondents online via Qualtrics.

Two hundred and thirty five respondents completed the questionnaire and after listwise deletion, one hundred and sixty six

respondents remained.

METHOD

Hierarchical regression analysis was used to measure the incremental effects of the personality traits on e-shopper satisfaction.

Next, a similar multiple step hierarchical approach was employed to test whether satisfaction contributed significant portions

of variance when explaining for e-CCBs after controlling for personality effects.

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