出版科学 ›› 2019, Vol. 27 ›› Issue (3): 97-.

• 本期目录 • 上一篇    下一篇

基于CSI 模型的AR 图书顾客满意度研究

周荣庭 胡贤凤 Fahad Asmi   

  1. (中国科学技术大学科技传播与科技政策系,合肥,230026)
  • 出版日期:2019-05-15 发布日期:2019-05-15
  • 基金资助:

     本文系国家社会科学基金“虚拟现实技术下提升出版物传播效果研究”(17BXW034)研究成果。

AR Book’ s Customer Satisfaction Based on CSI Model 

  • Online:2019-05-15 Published:2019-05-15

摘要:

[ 摘 要] 以CSI 模型的主要框架为基础,根据AR 图书的特点,创新性地引入口碑效应、感知娱乐这两个变量,
从而构建AR 图书顾客满意度模型。通过问卷调查收集数据,并利用SPSS 23.0 和AMOS 20.0 对收集到的347
个样本进行验证分析。发现顾客满意度对于口碑效应的影响最为显著,感知质量对感知价值的影响也较为显著,
然而顾客期望和感知质量之间并无显著影响,在后续研究中还需要进一步验证。

Abstract:

[Abstract] The current study adopted the framework of the CSI to measure the AR Books’s customer
satisfaction.“ Word-of-mouth effect” and“ Perceived Entertainment” were embedded in the traditional model
to improve the pertinence of the study. It collected the sample of 347 respondents who have used or purchased
AR Books. The exploratory data analysis was performed with the help of SPSS v.23 which further analyzed
in AMOS v.20. The study highlighted the strong role of satisfaction while defining“ Positive Word of Mouth”
about AR Books. Moreover, the“ Perceived Quality” drove strong determining power while understanding the
“Perceived Value” of AR Books among consumers. However, statistically non-significant relationship between
“Customer’s Expectations” and“ Perceived Quality” demanded further study in the research area.