Purpose The purpose of this study was to explore the moderating effects of heavy versus light shoppers on antecedents of customer’s
satisfaction and loyalty toward an Internet retailer.
Design/Methodology/Approach A model discusses the different mechanisms in building an effective exchange relationship with light versus heavy shoppers
was developed and tested using Internet book store as the study object. With the assistance of a marketing research firm,
an Internet-based survey was employed to gather information on 375 users of Internet bookstores in Taiwan.
Findings The results showed that price/value had a stronger effect on overall satisfaction for light versus heavy shoppers, while trust
had a stronger effect on overall satisfaction for heavy versus light shoppers. The study also found that consumers’ irreplaceable
asset generated from past transaction with a focal Internet retailer had strong effects on their loyalty responses.
Implications Understanding of the moderating role of heavy versus light shoppers on satisfaction and loyalty formation helps to advance
our theoretical understanding of the different routes of satisfaction and loyalty formation for different shoppers. The results
of this study can help to inform the practitioners that price may play a role in drawing light shoppers, while perceived trust
of the Internet store is more important in retaining heavy shoppers. It also demonstrated the importance of building asset
specificity in increasing customer loyalty.
Originality/Value This is one of the first studies to provide evidence of the moderating effects of heavy versus light shoppers on satisfaction
and loyalty formation. It explained and tested empirically the different mechanisms of satisfaction and loyalty formation
between two groups of consumers. 相似文献
The purpose of this study was to investigate and compare the mechanisms of brain activity, as revealed by a combination of the visuospatial attention shifting paradigm and event-related potentials (ERP) in children with developmental coordination disorder (DCD) and typically developing children. Twenty-eight DCD children and 26 typically developing children were recorded with regard to their behavioral performance and ERP measures during a variant of the endogenous Posner paradigm, in which they should react to visual targets preceded by spatial cues or presented uncued. Children with DCD showed longer reaction time and a deficit in inhibitory response capacity when compared to typically developing children. The electrophysiological characteristics also showed distinct modulatory effects upon attentional orienting, anticipatory mechanisms, and cognitive-to-motor transfer in children with DCD: longer cue-P3 and target-N1 latency, smaller target-P3 amplitude, an elongated interval between N2 and the motor response (N2-RT), and small areas on contingent negative variation (CNV). The combined analysis of behavioral performance and ERP data suggested that children with DCD had deficits of slower target identification (N1), less ability in interhemispheric (P3) and cognitive-to-motor transfer speed (N2-RT), as well as a less mature anticipatory and executive process (CNV). 相似文献
This paper provides results on a form of adaptive testing that is used frequently in intelligence testing. In these tests, items are presented in order of increasing difficulty. The presentation of items is adaptive in the sense that a session is discontinued once a test taker produces a certain number of incorrect responses in sequence, with subsequent (not observed) responses commonly scored as wrong. The Stanford-Binet Intelligence Scales (SB5; Riverside Publishing Company, 2003) and the Kaufman Assessment Battery for Children (KABC-II; Kaufman and Kaufman, 2004), the Kaufman Adolescent and Adult Intelligence Test (Kaufman and Kaufman 2014) and the Universal Nonverbal Intelligence Test (2nd ed.) (Bracken and McCallum 2015) are some of the many examples using this rule. He and Wolfe (Educ Psychol Meas 72(5):808–826, 2012. https://doi.org/10.1177/0013164412441937) compared different ability estimation methods in a simulation study for this discontinue rule adaptation of test length. However, there has been no study, to our knowledge, of the underlying distributional properties based on analytic arguments drawing on probability theory, of what these authors call stochastic censoring of responses. The study results obtained by He and Wolfe (Educ Psychol Meas 72(5):808–826, 2012. https://doi.org/10.1177/0013164412441937) agree with results presented by DeAyala et al. (J Educ Meas 38:213–234, 2001) as well as Rose et al. (Modeling non-ignorable missing data with item response theory (IRT; ETS RR-10-11), Educational Testing Service, Princeton, 2010) and Rose et al. (Psychometrika 82:795–819, 2017. https://doi.org/10.1007/s11336-016-9544-7) in that ability estimates are biased most when scoring the not observed responses as wrong. This scoring is used operationally, so more research is needed in order to improve practice in this field. The paper extends existing research on adaptivity by discontinue rules in intelligence tests in multiple ways: First, an analytical study of the distributional properties of discontinue rule scored items is presented. Second, a simulation is presented that includes additional scoring rules and uses ability estimators that may be suitable to reduce bias for discontinue rule scored intelligence tests.
