With the development of new technology, the Intemet has already changed not only business models, but also consumer's behaviors. However, the Intemet still does not change the basic need for firms to build good relationships with customers. Electronic business is increasingly displacing traditional business because online shoppers can now search and compare products from anywhere at minimal cost. The convenience of online shopping is creating challenges for online stores to establish a long - term relationship with customers because they can easily navigate from one shop to another. How to effectively build and maintain a good relationship with consumers remains an important issue for online stores.The objective of this study is to investigate the effect of different customer bonding tactics on customer values for online stores. A number of relationships between different bonding tactics and three dimensions of customer values are logically developed. Our survey instrument has a high reliability and validity based on the EFA and Cronbach α values. An online survey was created and was distributed to potential subjects via QQ, MSN, email, forum and other Intemet media for one month. A total of 450 subjects participated in this study. Only 364 valid data were retained for further processing.Our statistical test results show that six hypotheses are supported and five hypotheses are rejected in this research model.Purchasing process bonding has the strongest effect on procedural value. Shopping experience bonding has the second strongest effect on the outcome value. Procedural value has the most significant impact on the outcome value in all three customer value interactions. In contrast, financial bonding tactics do not have positive effect on the outcome value. Social bonding tactics do not have a significant effect on the outcome value.We also performed qualitative interviews with selected participants. Most online stores in China have low interactions with customers and pay little attention to their needs. As such, search process bending tactics have little effect on the procedural value. In contrast, the purchasing process bonding tactics have a significant influence on the evaluation of consumer's procedural values. These findings indicate that companies are required to build a better relationship with customers.In summary, this paper combines customer values and customer bending tactics into a theoretical model, and tests the relationship between these constructs. Our study extends and enriches the relationship marketing theory in electronic business. Online stores can build long - term relationships with customers by formulating an effective bonding tactics strategy based on the findings of this study.%关系纽带策略和顾客感知价值都是企业与其顾客建立关系的重要基石,而二者的关系在现有相关文献中却很少提及.为了更好的通过实施关系绑定策略提升顾客价值,进而建立和维持与顾客的关系,本研究探查了财务绑定策略、社会绑定策略、购物体验绑定策略和购物过程绑定策略对结果性价值、过程性价值和情感性价值之间的关系,并在网上商店背景下进行了实证检验.研究结果表明,财务性绑定对结果性价值没有影响,社会性绑定能提升顾客的情感性价值,购物体验绑定能提升结果性价值,购物过程绑定能提升过程性价值.该结论为网络零售商提供了实施关系纽带策略的具体指导性建议.
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