餐饮团购服务质量与消费者团购行为意向关系研究

发布时间：2018-04-28 04:59

本文选题：服务质量 + 网站信任　；参考：《南京师范大学》2013年硕士论文

【摘要】：服务质量对消费者行为意向的影响得到了国内外学者的一致认可,随着网络商业模式的快速发展,服务质量的相关研究也从线下实体扩展到线上平台。作为一种新型商业模式的餐饮业团购,既包含了线上团购网站平台,又包含了线下实体餐饮企业,二者的服务质量因素共同影响着消费者的行为意向。因此,本研究综合运用服务营销理论及消费者行为学相关理论,分别从团购网站和餐饮企业两个主体出发,考察了其服务质量的不同维度与网站信任及消费者团购行为意向之间的关系,并引入消费者特征作为调节变量,进一步探讨了不同类型的消费者对服务质量各要素的重视程度存在的差异性。本研究构建了服务质量(团购网站服务质量、餐饮企业服务质量)、网站信任与消费者团购行为意向的研究模型,并考察了消费者特征在其中的调节作用。本文以参与过餐饮团购的消费者为研究对象,采用问卷调查的方式,共回收288份有效问卷,通过SPSS统计软件对调研数据进行描述性统计分析、因子分析、相关分析、回归分析。实证研究结果证实了本文的所有假设：第一,团购网站服务质量的五个维度(功能选择性、功能完成性、功能保障性、娱乐性、设计)和餐饮企业服务质量的三个维度(产品质量、环境质量和互动质量)均与消费者网站信任、团购行为意向显著正相关；第二,消费者网站信任与团购行为意向显著正相关；第三,团购网站服务质量的五个维度和餐饮企业服务质量的三个维度是通过网站信任这一中介变量对团购行为意向产生正向影响的；第四,消费者特征(职业类型、所在地区)调节团购网站服务质量的五个维度和餐饮企业服务质量的三个维度对团购行为意向的影响。根据实证结论,本文提出了相应的管理对策和建议：团购网站要重视并不断提高各项服务质量水平,提高消费者对网站的信任程度；加强对商家的监督和管理,挑选优质商家,共同为消费者提供满意的服务；根据不同消费者群体的特点,提供定制化的服务,更有针对性地满足消费者的需求。
[Abstract]:The influence of service quality on consumer behavior intention has been unanimously recognized by domestic and foreign scholars. With the rapid development of network business model, the research on service quality has expanded from offline entities to online platforms. As a new type of business model, the group purchase of catering industry includes not only the online group purchase website platform, but also the offline entity catering enterprise. The service quality factors of the two factors affect the consumer's behavior intention together. Therefore, this research synthetically uses the service marketing theory and the consumer behavior related theory, starts from the group purchase website and the catering enterprise two main bodies, The relationship between different dimensions of service quality and website trust and consumers' group purchase behavior intention was investigated, and the characteristics of consumers were introduced as adjusting variables. Furthermore, the differences in the importance of different types of consumers to service quality factors are discussed. The research model of service quality (group purchase website service quality, catering enterprise service quality, website trust and consumer group purchase behavior intention) was constructed, and the regulatory role of consumer characteristics was investigated. This paper takes the consumers who have participated in the group purchase of food and beverage as the research object, adopts the method of questionnaire, returns 288 valid questionnaires, carries on the descriptive statistical analysis, the factor analysis, the correlation analysis, the regression analysis through the SPSS statistical software to the survey data. The empirical results confirm all the hypotheses in this paper: first, the five dimensions of service quality of group-buying website (functional selectivity, functional completion, functional indemnity, entertainment, etc.) Design) and the three dimensions of service quality (product quality, environmental quality and interactive quality) are positively correlated with consumer trust and group purchase behavior intention. Consumer website trust and group purchase behavior intention significantly positive correlation; third, The five dimensions of group purchase website service quality and the three dimensions of catering enterprise service quality have positive influence on group purchase behavior intention through the intermediary variable of website trust. Fourth, consumer characteristics (occupation type). The influence of five dimensions of group purchase website service quality and three dimensions of catering enterprise service quality on group purchase behavior intention. According to the empirical conclusion, this paper puts forward the corresponding management countermeasures and suggestions: group purchase website should pay attention to and constantly improve the level of service quality, improve consumers' trust in the website, strengthen the supervision and management of merchants, select high-quality merchants. To provide satisfactory services for consumers, according to the characteristics of different consumer groups, to provide customized services, more targeted to meet the needs of consumers.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F724.6;F719.3

【共引文献】