混合在线客服形象对消费者购买意愿的影响研究
Mixed Online Customer Service Image and Its Impact on Consumer Purchase Intention
摘要: 随着互联网的迅猛发展，本研究深入分析了混合在线客服形象对消费者购买意愿的影响。采用定量研究方法，通过发放问卷调查收集了各项评估数据。研究发现，混合在线客服形象对消费者购买意愿产生了显著的正面影响，其中心理距离在影响过程中充当了中介角色。此外，品牌忠诚度在混合在线客服形象与消费者购买意愿的关系中起到了调节作用。本研究不仅对混合在线客服形象与消费者行为之间的关系进行了深入分析，进一步丰富了现有的研究内容，而且强调了心理距离和品牌忠诚度在消费者决策中的重要性，为企业在设计混合在线客服系统时提供了重要的理论参考。
Abstract: With the rapid development of the Internet, this study deeply analyzes the impact of mixed online customer service image on consumer purchase intention. By adopting quantitative research methods and distributing questionnaires, this study collected various evaluation data. The results show that the mixed online customer service image has a significant positive impact on consumer purchase intention, with psychological distance acting as an intermediary role in the process. In addition, brand loyalty plays a moderating role in the relationship between mixed online customer service image and consumer purchase intention. This study not only provides an in-depth analysis of the relationship between mixed online customer service image and consumer behavior, further enriching the existing research content, but also emphasizes the importance of psychological distance and brand loyalty in consumer decision-making, providing important theoretical references for enterprises in designing mixed online customer service systems.
文章引用：程意, 李旭芳, 杨尚林. 混合在线客服形象对消费者购买意愿的影响研究[J]. 电子商务评论, 2025, 14(2): 795-801. https://doi.org/10.12677/ecl.2025.142587

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