Research on the Influence of Online Review Feedback of Clothing Merchants on Consumer Loyalty
In order to study the influencing mechanism between merchant feedback,consumer satisfaction and loyalty,the influencing factors of merchant feedback were explored from the perspectives of good and bad reviews,and countermeasures and suggestions were provided for merchants to formulate feedback strategies.Through literature review,three dimensions of merchant feedback were finally determined,the relationship model among merchant feedback,consumer satisfaction and loyalty was constructed,and the research hypothesis was proposed.The method of multiple regression analysis was used to make an empirical analysis of the collected valid questionnaire data.The three variables of feedback characteristics,feedback style and feedback effect had a sig-nificant positive impact on the loyalty of the consumers who made a bad rating.The consumer satisfaction had an intermediary effect between the feedback characteristics,feedback style,feedback effect and loyalty.Two variables,feedback style and feedback effect,have a significant positive impact on the loyalty of consumers who make positive comments,among which consumer sat-isfaction plays an intermediary role between feedback style,feedback effect and loyalty.
万方数据
维普
