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An Empirical Investigation of Web Site Use Using a Commitment-Based Model

机译：基于承诺模型的网站使用的实证研究

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Companies throughout industry are interested in retaining existing customers, because customers' continuous consumption of products and services is critical to the long-term value propositions of most organizations. Thus, decision-making strategies that promote continuous use and customer retention are of research interest, both theoretically and practically. In the present research, we investigate one important area of continuous usage, that of Web site use. In particular, we use several theories of commitment to understand how an individual's decision to continue to use a Web site is influenced by his or her commitment toward that Web site and the vendor that supports it. Results derived from data collected from 335 users of a variety of Web sites indicated that affective commitment, calculative commitment, quality of alternatives, and trust were significantly associated with an individual's behavioral intention to continue to use a Web site. Implications for customer retention and decision-making strategies are discussed.
机译：整个行业的公司都对保留现有客户感兴趣，因为客户对产品和服务的持续消费对大多数组织的长期价值主张至关重要。因此，在理论上和实践上，促进连续使用和客户保留的决策策略都具有研究兴趣。在本研究中，我们研究了连续使用的一个重要领域，即网站的使用。特别是，我们使用几种承诺理论来理解个人继续使用该网站的决定如何受到其对该网站及其支持供应商的承诺的影响。从各种网站的335位用户收集的数据得出的结果表明，情感承诺，计算承诺，替代质量和信任与个人继续使用该网站的行为意图密切相关。讨论了对保留客户和制定决策策略的影响。

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