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Keywords: 移动零售商 (m-retailers)。
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2025) 29 (4): 402–424.
Published: 05 September 2024
...年轻消费者保留的影响。 设计/方法/途径 通过结构化问卷收集了213名活跃的在线年轻智能手机用户的原始数据, 这些用户均使用移动应用程序进行购物。然后使用结构方程模型对所收集的数据进行分析。 研究结果 本研究结果表明, MASQ和SERCON对满意度有显著的正向影响, 从而促进了年轻客户的保留。 原创性/价值 本研究是少数几项相关研究之一, 将帮助移动零售商（m-retailers）通过改进其移动商务应用（MCA）的MASQ和SERCON, 在激烈竞争中赢得并保留通过智能手机应用程序购物的年轻客户。 Mobile commerce applications...
