信任与满意对消费者忠诚的异质性影响——以余额宝用户为例

摘要

This paper teases out two basic logic paths of the formation of consumer loyalty which means the"trust-loyal-ty" and"satisfaction-loyalty", and inherits the multidimensional measurement framework of consumer loyalty to explore the heterogeneous influence of trust and satisfaction on consumer loyalty and uncertainty relationship between trust and satisfaction.Based on the empirical analysis of the Yu Ebao user's data, the paper finds that trust mainly affects consum-ers'affective loyalty while satisfaction mainly affects behavior loyalty;for the Yu Ebao users, trust affects the satisfaction but not opposite, and perceived value and perceived enjoyment are the vital antecedents of Yu Ebao user's trust and sat-isfaction.The present research contributes to the consumer loyalty theory and the practice of Internet financial services.%消费者忠诚理论提供了消费者忠诚形成的"信任-忠诚"和"满意-忠诚"两个基本逻辑路径.基于多维度忠诚测量框架,本文探讨信任和满意对消费者忠诚的异质性影响以及信任和满意之间的不确定性关系,并以余额宝用户调研数据为例进行实证分析,发现信任主要影响消费者的情感忠诚,而满意主要影响消费者的行为忠诚;余额宝用户的信任影响了满意而非满意影响信任,感知价值和感知愉悦性是余额宝用户信任和满意的重要前因.上述发现对消费者忠诚理论和互联网金融理财服务实践有一定参考价值.